Journal
MARKETING LETTERS
Volume 28, Issue 3, Pages 357-369Publisher
SPRINGER
DOI: 10.1007/s11002-017-9420-y
Keywords
Color; Processing fluency; Matching effect; Environmental claim; Product package
Categories
Funding
- ACR/Sheth Foundation Dissertation Grants for Topics in Public Purpose Consumer Research
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Consumers need accurate information about brands' environmental impacts to guide their purchase decisions. Researchers have studied consumers' perceptions of green products and marketers' environmental claims. Policy makers provide guidelines to minimize deceptiveness of environmental claims. Yet, little attention has been paid to what contextual cues can influence consumers' judgments of environmental claims and green products. Drawing on conceptual fluency theory, the current research proposes that a color that matches the content of a message makes the information easier to process, thereby increasing the appeal of the message. The authors demonstrate that using the color green on a product's package can enhance consumers' perceptions of the brand's environmental impact. Ironically, this positive effect of green can also lead to consumers' misperceptions of the brand's environmental impact if green is used for brands that are not environmentally superior. Implications and suggestions for policy makers, marketers, and consumers are provided.
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