Green advertising is more environmentally friendly? The influence of advertising color on consumers’ preferences for green products

Frontiers in Psychology

article

Feng Wenting¹  Zeng Yuelong¹  Shen Xianyun²  Liu Chenling² 

[1] Gemmological Institute, China University of Geosciences;Research Center for Psychological and Health Sciences, China University of Geosciences

关键词: green products;    Advertising color;    Self-control system;    The product type;    Consumers' preferences;   

DOI  :  10.3389/fpsyg.2022.959746

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

The color of green product advertisements is an important factor affecting consumers’ product preferences. Based on the theory of the self-control system, this paper explores the influence mechanism and boundary conditions of green product advertising color on consumer product preference through three experiments. Experiment 1 tested the effect of advertisement color type (green/color) on consumers' preference for green products. The results show that color ads can promote consumers' preference for green products compared with green ads. At the same time, experiment 1 analyzed the mediating role of the self-control system between advertisement color type (green/color) and consumer preference. Experiment 2 further clarified the boundary of the main effect, namely, the effect of advertising color (green/color) on consumer preference was only effective in the context of green products. Experiment 3 explored the moderating effect of green product type (egoistic/altruistic) on the main effect. The results show that only when the green product type is altruistic, can the advertising color type (green/color) significantly affect consumers' green product preference.

【 授权许可】

CC BY