It Looks Green: Effects of Green Visuals in Advertising On Chinese Consumers' Brand Perception
Abstract
This study examined the effects of green visuals in advertising on Chinese consumers’ green brand associations and advertising responses. Multivariate analysis of variance (MANOVA) was run with verbal and visual environmental information as between-group variables and product involvement as a within-group variable. In general, the use of green visuals led to more positive advertising responses and more favorable perception of the brand's environmental effort. If no green visual was available, the use of verbal environmental claims could generate more positive green brand associations. In addition, the impact of green visuals was stronger for low-involvement products, compared to high-involvement products, in terms of green brand associations.