Role of color in environmental messages and claims: green can be both beneficial and misleading

Update Item Information
Title Role of color in environmental messages and claims: green can be both beneficial and misleading
Publication Type dissertation
School or College David Eccles School of Business
Department Entrepreneurship & Strategy
Author Seo, Joon Yong
Date 2010
Description With the growth of environmental concerns and increasing competition among firms, it is important for (social) marketers to create more effective environmental messages and claims. On the other hand, with the increase in number and types of environmental claims, consumer confusion regarding environmental claims has also increased. These changes suggest that it is increasingly important to understand how consumers interpret environmental claims and whether some elements of environmental claims can mislead consumers. In this dissertation I provide insights about these issues by studying the role of color in environmental messages and claims. On the basis of the processing fluency literature, I propose that consumers base their evaluations of environmental messages and claims not only on the information they receive, but also on how easy it is to process the information. Specifically, I propose that information about environmental products or behaviors is more fluently processed when it is presented with green, rather than other colors, because the color green matches the meaning of the target information. As a result, consumers will respond to environmental messages and claims more positively when these messages are presented with green than other colors. This effect has two important consequences.
Type Text
Publisher University of Utah
Subject Green marketing; Product management
Dissertation Institution University of Utah
Dissertation Name PhD
Language eng
Rights Management ©Joon Yong Seo
Format application/pdf
Format Medium application/pdf
Format Extent 969,671 bytes
Source original in Marriott Library Special Collections ; HF91.5 2010 .S46
ARK ark:/87278/s6mp5hrz
Setname ir_etd
ID 192289
Reference URL https://collections.lib.utah.edu/ark:/87278/s6mp5hrz
Back to Search Results