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

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  • 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
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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. Aekyoung Kim & Sam J. Maglio, 2021. "Text is gendered: the role of letter case," Marketing Letters, Springer, vol. 32(2), pages 179-190, June.
    3. 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.

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