Greenwashing with green:产品包装颜色与环境可持续性的感知

IF 1.8 Q3 BUSINESS
Ho Keat Leng
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引用次数: 0

摘要

Greenwashing指的是误导人们对一个组织的环境绩效产生过于积极的看法的任何沟通方式。本研究的目的是检验产品包装中绿色的使用是否会影响消费者对品牌环境可持续性的看法。从新加坡的一所大学招募了34名受访者作为方便样本。受访者的平均年龄为22.9岁,其中女性占25人(74%)。受访者从四种不同的家居产品中分别获得三个品牌。这些品牌是相同的,除了包装的颜色被操纵,其中一个品牌包装为绿色。结果表明,受访者更有可能选择绿色包装的产品,因为环境可持续。费雪的精确检验表明,受访者谁选择绿色包装的形象,更环保的可持续发展的比例没有差异,那些更生态文化,熟悉的产品类别和参与购买可持续产品。这表明,通过改变包装的颜色,即使是知情的消费者也会受到影响,认为这些品牌是环保的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Greenwashing with green: Product packaging color and perception of environmental sustainability

Greenwashing with green: Product packaging color and perception of environmental sustainability

Greenwashing refers to any communication that misleads people into adopting overly positive beliefs about an organization's environmental performance. The aim of this study is to examine whether the use of green color in product packaging affects consumers' perception of a brand's environmental sustainability. A convenience sample of 34 respondents was recruited from a university in Singapore. The mean age of the respondents was 22.9 years with 25 (74%) of the respondents of female gender. The respondents were provided with three brands each from four different household products. The brands were identical except that the color of the packaging was manipulated with one of the three brands packaged in green color. The results show that respondents were more likely to select the product with green packaging as environmentally sustainable. Fisher's Exact Test indicated that the proportion of respondents who selected the images with green packaging as more environmentally sustainable did not differ among those who were more eco-literate, familiar with the product category and involved in purchasing sustainable products. This suggests that by changing the color of the packaging, even informed consumers can be influenced into perceiving that the brands are environmentally sustainable.

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来源期刊
CiteScore
2.70
自引率
10.50%
发文量
42
期刊介绍: Business and Society Review addresses a wide range of ethical issues concerning the relationships between business, society, and the public good. Its contents are of vital concern to business people, academics, and others involved in the contemporary debate about the proper role of business in society. The journal publishes papers from all those working in this important area, including researchers and business professionals, members of the legal profession, government administrators and many others.
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