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Colour effects in green advertising

International Journal of Consumer Studies, 2020
AbstractMarketers often use green in marketing communications to signal sustainability, despite the lack of supportive data. This article is a report of two experiments to observe consumer reactions to advertisements that use colour to indicate the environmental friendliness.
Dongjae Lim   +3 more
openaire   +2 more sources

The Greening of Advertising

Media Information Australia, 1990
The need for advertising agencies to adopt 'green' strategies to project that their clients offer environmentally sound products to consumers is emphasised. It is suggested that brown companies, which would be severely affected by the 'Greenie' movement, could alter their practices and also be supported by advertising strategies to present a positive ...
openaire   +1 more source

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