Environmental Friendliness and Product Design

Two studies demonstrate that consumers judge products with a glossy, rather than matte exterior design as less environmentally friendly. This effect is driven by the belief that glossier products are more processed and less natural, and can lead to downstream consequences in regard to disposal behavior.


Jiaqi Flora Song, Boyoun Grace Chae, and Yuwei Jiang (2020) ,"Environmental Friendliness and Product Design", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1216-1216.


Jiaqi Flora Song, University of Liverpool
Boyoun Grace Chae, Hong Kong Polytechic University, China
Yuwei Jiang, Hong Kong Polytechic University, China


NA - Advances in Consumer Research Volume 48 | 2020

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