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”.
Citation:
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.
Authors
SINING KOU, Renmin University of China
Yijun zhao, Renmin University of China
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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