IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i5p1333-d210701.html
   My bibliography  Save this article

Design for Sustainability: The Effect of Lettering Case on Environmental Concern from a Green Advertising Perspective

Author

Listed:
  • Yao Song

    (School of Design, The Hong Kong Polytechnic University, Kowloon, Hong Kong)

  • Yan Luximon

    (School of Design, The Hong Kong Polytechnic University, Kowloon, Hong Kong)

Abstract

Recent green advertising research has focused on the effectiveness of different advertising claims and people’s interactions with the environment or environmental concerns, indicating the significant role of visual appeals in influencing people’s environmental attitudes. However, surprisingly, only a limited amount of research has addressed the effect of lettering case in green advertising on people’s perceptions and their consequent environmental concerns. This study tries to fill in this research gap by showing that uppercase (vs. lowercase) advertising taglines on environmental threats could improve people’s fear arousal, advertising congruence, environmental concern and the mediating role of fear arousal and congruence in this process. The managerial implications and limitations are also discussed in this study.

Suggested Citation

  • Yao Song & Yan Luximon, 2019. "Design for Sustainability: The Effect of Lettering Case on Environmental Concern from a Green Advertising Perspective," Sustainability, MDPI, vol. 11(5), pages 1-15, March.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:5:p:1333-:d:210701
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/5/1333/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/5/1333/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gergely Nyilasy & Harsha Gangadharbatla & Angela Paladino, 2014. "Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions," Journal of Business Ethics, Springer, vol. 125(4), pages 693-707, December.
    2. K. Charry & N. Demoulin, 2012. "Behavioural evidence for the effectiveness of threat appeals in the promotion of healthy food to children," Post-Print hal-00785675, HAL.
    3. Zimmer, Mary R. & Stafford, Thomas F. & Stafford, Marla Royne, 1994. "Green issues: Dimensions of environmental concern," Journal of Business Research, Elsevier, vol. 30(1), pages 63-74, May.
    4. Brañas-Garza, Pablo & Capraro, Valerio & Rascón-Ramírez, Ericka, 2018. "Gender differences in altruism on Mechanical Turk: Expectations and actual behaviour," Economics Letters, Elsevier, vol. 170(C), pages 19-23.
    5. Stefano Puntoni & Bart de Langhe & Stijn M. J. van Osselaer, 2009. "Bilingualism and the Emotional Intensity of Advertising Language," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 1012-1025, April.
    6. Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1411-1419.
    7. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
    8. Karen L Newman & Stanley D Nollen, 1996. "Culture and Congruence: The Fit Between Management Practices and national Culture," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 27(4), pages 753-779, December.
    9. Ralph Adolphs & Frederic Gosselin & Tony W. Buchanan & Daniel Tranel & Philippe Schyns & Antonio R. Damasio, 2005. "A mechanism for impaired fear recognition after amygdala damage," Nature, Nature, vol. 433(7021), pages 68-72, January.
    10. Janis L Dickinson & Poppy McLeod & Robert Bloomfield & Shorna Allred, 2016. "Which Moral Foundations Predict Willingness to Make Lifestyle Changes to Avert Climate Change in the USA?," PLOS ONE, Public Library of Science, vol. 11(10), pages 1-11, October.
    11. Xiaobing Xu & Rong Chen & Maggie Wenjing Liu, 2017. "The effects of uppercase and lowercase wordmarks on brand perceptions," Marketing Letters, Springer, vol. 28(3), pages 449-460, September.
    12. repec:cup:judgdm:v:13:y:2018:i:1:p:99-111 is not listed on IDEAS
    13. Kohli, Chiranjeev & Leuthesser, Lance & Suri, Rajneesh, 2007. "Got slogan? Guidelines for creating effective slogans," Business Horizons, Elsevier, vol. 50(5), pages 415-422.
    14. Lee, Yih Hwai & Mason, Charlotte, 1999. "Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(2), pages 156-169, September.
    15. Pham, Michel Tuan, 1996. "Cue Representation and Selection Effects of Arousal on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(4), pages 373-387, March.
    16. Hartmann, Patrick & Apaolaza, Vanessa & D'Souza, Clare & Echebarria, Carmen & Barrutia, Jose M., 2013. "Nuclear power threats, public opposition and green electricity adoption: Effects of threat belief appraisal and fear arousal," Energy Policy, Elsevier, vol. 62(C), pages 1366-1376.
    17. Claudiu V. Dimofte & Richard F. Yalch, 2007. "Consumer Response to Polysemous Brand Slogans," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 515-522, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Arthur Cheng-Hsui Chen & Hsiu-Hui Wu, 2020. "How Should Green Messages Be Framed: Single or Double?," Sustainability, MDPI, vol. 12(10), pages 1-16, May.
    2. Beibei Yue & Guanghua Sheng & Shengxiang She & Jiaqi Xu, 2020. "Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity," Sustainability, MDPI, vol. 12(5), pages 1-16, March.
    3. Aekyoung Kim & Sam J. Maglio, 2021. "Text is gendered: the role of letter case," Marketing Letters, Springer, vol. 32(2), pages 179-190, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lee, Michael S.W. & Septianto, Felix & Frethey-Bentham, Catherine & Gao, Esther, 2020. "Condoms and bananas: Shock advertising explained through congruence theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    2. Paulo SILVEIRA & Susana GALVÃO & Graça PENTEADO, 2017. "“Yes They Can?†- An Empirical Study on the Effect of Slogans in Brand Awareness," Book chapters-LUMEN Proceedings, in: Camelia IGNATESCU & Antonio SANDU & Tomita CIULEI (ed.), Rethinking Social Action. Core Values in Practice, edition 1, volume 1, chapter 75, pages 820-831, Editura Lumen.
    3. Zhou, Lianxi & Poon, Patrick & Wang, Haizhong, 2015. "Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China," Journal of Business Research, Elsevier, vol. 68(3), pages 561-568.
    4. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    5. Kim, Juran & Kang, Seungmook & Bae, Joonheui, 2022. "Human likeness and attachment effect on the perceived interactivity of AI speakers," Journal of Business Research, Elsevier, vol. 144(C), pages 797-804.
    6. Frings, Oliver & Abildtrup, Jens & Montagné-Huck, Claire & Gorel, Salomé & Stenger, Anne, 2023. "Do individual PES buyers care about additionality and free-riding? A choice experiment," Ecological Economics, Elsevier, vol. 213(C).
    7. Julie Bayle-Cordier & Loïc Berger & Rayan Elatmani & Massimo Tavoni, 2023. "Breath, Love, Walk? The Impact of Mindfulness Interventions on Climate Policy Support and Environmental Attitudes," Post-Print hal-04272099, HAL.
    8. Jaeyoung Lim & Kuk-Kyoung Moon, 2021. "Can Political Trust Weaken the Relationship between Perceived Environmental Threats and Perceived Nuclear Threats? Evidence from South Korea," IJERPH, MDPI, vol. 18(18), pages 1-13, September.
    9. Bryan Cheng-Yu Hsu & Yu-Feng Wu & Hsin-Wei Chen & Man-Lai Cheung, 2020. "How Sport Tourism Event Image Fit Enhances Residents’ Perceptions of Place Image and Their Quality of Life," Sustainability, MDPI, vol. 12(19), pages 1-14, October.
    10. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Romina Gómez-Prado & Berdy Briggitte Cuya-Velásquez & Sharon Esquerre-Botton & Flavio Morales-Ríos & Camila Almanza-Cruz & Sarahit Castillo-Benancio & Mar, 2022. "Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    11. Ilicic, Jasmina & Baxter, Stacey M. & Kulczynski, Alicia, 2016. "White eyes are the window to the pure soul: Metaphorical association and overgeneralization effects for spokespeople with limbal rings," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 840-855.
    12. Sun-Young Park, 2017. "Celebrity Endorsement for Nonprofit Organizations: The Role of Experience-based Fit between Celebrity and Cause," International Business Research, Canadian Center of Science and Education, vol. 10(1), pages 8-21, January.
    13. Chockalingam Senthil Nathan & Isreal Densingh Joshua, 2016. "Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India," Management & Marketing, Sciendo, vol. 11(1), pages 355-370, April.
    14. Harris, Simon & Carr, Chris, 2008. "National cultural values and the purpose of businesses," International Business Review, Elsevier, vol. 17(1), pages 103-117, February.
    15. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.
    16. Li, Larry & McMurray, Adela & Sy, Malick & Xue, Jinjun, 2018. "Corporate ownership, efficiency and performance under state capitalism: Evidence from China," Journal of Policy Modeling, Elsevier, vol. 40(4), pages 747-766.
    17. Britta Hoyer & Dirk van Straaten, 2021. "Anonymity and Self-Expression in Online Rating Systems - An Experimental Analysis," Working Papers Dissertations 70, Paderborn University, Faculty of Business Administration and Economics.
    18. Victor Oltra & Jaime Bonache & Chris Brewster, 2013. "A New Framework for Understanding Inequalities Between Expatriates and Host Country Nationals," Journal of Business Ethics, Springer, vol. 115(2), pages 291-310, June.
    19. Wei Li & Weining Li & Veikko Seppänen & Timo Koivumäki, 2022. "How and when does perceived greenwashing affect employees' job performance? Evidence from China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1722-1735, September.
    20. Yongbo Sun & Binbin Shi, 2022. "Impact of Greenwashing Perception on Consumers’ Green Purchasing Intentions: A Moderated Mediation Model," Sustainability, MDPI, vol. 14(19), pages 1-15, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:5:p:1333-:d:210701. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.