The colour associated with a brand, such as its logo, can sway how people perceive the ethics of its environmental actions, a new study finds. “What we’re finding is that colour biases the way consumers make ethical judgements,” says lead researcher Aparna Sundar, professor of marketing at the University of Oregon’s Lundquist College of Business.
In one study, the researchers worked to pinpoint colours that were associated with environmentalism. They presented shoppers with a fictitious logo in the colour associated with a known brand.
Armed with only an unfamiliar logo, the shoppers in the study considered retailers using Walmart’s blue or Sam’s Club green to Trader Joe’s red. “Interestingly, blue is ‘greener’ than green in terms of conveying an impression of eco-friendliness.” says coauthor James Kellaris, University of Cincinnati.
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