4J Does Green Equal Green? Consumer Responses Towards Different Shades of Green

Green does not equal green when consumers evaluate logos of green brands colored in green. Warm instead of cold shades of green are associated with environmental friendliness translating into a green brand image.



Citation:

Stefanie Sohn and Barbara Seegebarth (2019) ,"4J Does Green Equal Green? Consumer Responses Towards Different Shades of Green", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 958-958.

Authors

Stefanie Sohn, Technische Universität Braunschweig, Germany
Barbara Seegebarth, Technische Universität Braunschweig, Germany



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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