Date of Award
5-1-2023
Degree Type
Thesis
Degree Name
Honors Thesis
Department
Marketing
First Advisor
Lova Randrianasolo
Second Advisor
Deborah Skinner
Abstract
This study investigates the impact of green visual frames in advertisements of environmentally friendly products on consumer behavior. The study hypothesizes that environmental claims with green visual frames will lead to higher green purchasing intentions and lower perceptions of greenwashing. The paper also proposes a conceptual model that suggests green visual frames can have a positive impact on green purchasing intentions and reduce perceptions of greenwashing. The model was tested with an experimental design on a sample of undergraduate students at a midwestern university, and the results were analyzed with ANOVAs. The findings of this study can help marketers and advertisers develop strategies to promote environmentally conscious behavior among consumers.
Recommended Citation
Anderson, Katelyn Elizabeth, "The Effect of the Color Green on Environmentally Friendly Consumer Behavior" (2023). Undergraduate Honors Thesis Collection. 697.
https://digitalcommons.butler.edu/ugtheses/697