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

Yao Song and Yan Luximon
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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

Sustainability, 2019, vol. 11, issue 5, 1-15

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.

Keywords: lettering case; environmental concern; fear arousal; congruence; green advertising (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:5:p:1333-:d:210701

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