EUGENE, Ore. -- (Dec. 3, 2015) -- University of Oregon and University of Cincinnati researchers have found that everyday shoppers make assumptions about brands that use green colors. The findings, published in the Journal of Business Ethics, hold ethical implications for environmentally friendly branding.
Through a series of studies, lead researcher Aparna Sundar, a professor of marketing in the UO's Lundquist College of Business, and co-author James Kellaris of UC's marketing department uncovered evidence that color shapes opinion about eco-friendliness.