HIGHLIGHTS
- who: TYPE et al. from the Xi`an University of Architecture and Technology, China have published the paper: Green advertising is more environmentally friendly? The influence of advertising color on consumersu2019 preferences for green products, in the Journal: (JOURNAL)
- what: Based on the self-control system theory, this study explores the effect of ad color type (green vs. color) on consumers` preferences for green products. In general, the existing studies focus on the content and type of green advertisements, as well as the advertisement images in the visual cues, and lacks the attention and exploration . . .
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