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.
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.
Stefanie Sohn, Technische Universität Braunschweig, Germany
Barbara Seegebarth, Technische Universität Braunschweig, Germany
NA - Advances in Consumer Research Volume 47 | 2019
C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices
Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China
E12. Green versus Premium Choice and Feelings of Pride
Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná
Doing Worse but Feeling Better: Consequences of Collective Choice
Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School