Green and black: the implicit color metaphor of environmental concepts and its impact on pro-environmental behavior

Huilan Yang, Dandi Li, Sumin Zhang () and Danni Lin
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Huilan Yang: Zhejiang Gongshang University
Dandi Li: Zhejiang Gongshang University
Sumin Zhang: Zhejiang Gongshang University
Danni Lin: Zhejiang Gongshang University

Palgrave Communications, 2025, vol. 12, issue 1, 1-10

Abstract: Abstract This study aims to examine the impact of background colors on pro-environmental behavior surveys in both Chinese and English. A total of 146 unbalanced bilingual undergraduate students (individuals with higher proficiency in Chinese, L1, than in English, L2) in China were randomly assigned to either the green or black background versions of the survey. Prior to the survey, an Implicit Association Test (IAT) was administered to another group of 46 unbalanced bilingual undergraduates to assess implicit associations between green and black colors and environmental concepts in both languages. The IAT results showed that green was implicitly associated with environmental protection and black with pollution in both languages, with a stronger association in Chinese than in English. The questionnaire survey further revealed that a green background significantly promoted pro-environmental behaviors, whereas a black background had a somewhat inhibitory effect. These findings suggest that color metaphors associated with environmental concepts can influence pro-environmental behaviors.

Date: 2025
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DOI: 10.1057/s41599-025-05343-4

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