It Should Be Green, So It Should Be Healthy: the Effect of Green-Associated Objects on Perceived Healthfulness of Foods
This research demonstrates that consumers would perceive a food with green- (vs. non-green-) associated objects as healthier, and are more likely to purchase it under health-seeking motivation. This effect emerges because consumers associate specific objects (e.g., leave) with the color “green”, and associate green with the concept “health”.
SINING KOU and Yijun zhao (2021) ,"It Should Be Green, So It Should Be Healthy: the Effect of Green-Associated Objects on Perceived Healthfulness of Foods", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 906-906.
SINING KOU, Renmin University of China
Yijun zhao, Renmin University of China
NA - Advances in Consumer Research Volume 49 | 2021
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