<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The existing literature on color psychology has focused on the cognitive and perceptual processes of colors. However, few researchers have explored the potential role of colors in shaping people’s environmental decision-making and behavior, a crucial issue related to sustainable development. Indeed, recent research has documented the salient effects of colors on consumers’ decision-making and purchasing behavior. Drawing upon the self-expansion theory, this study aims to investigate an interactive effect of people’s color green preference and their nature exposure experiences on sustainable consumption behavior, as well as the mediating mechanism of nature-connectedness. By conducting a survey study (N = 400), we found evidence of a significant interactive effect of color-green preference and nature exposure experiences on nature connectedness, which, in turn, promoted sustainable consumption behavior. This study extends research in color psychology by exploring how people’s preference for green colors could shape their sustainable consumption behavior. Also, it contributes to the literature on environmental behavior by understanding a self-expansion process of when and why green-preferred individuals consume in an environment-friendly manner.</p>
</abstract>

The existing literature on color psychology has focused on the cognitive and perceptual processes of colors. However, few researchers have explored the potential role of colors in shaping people’s environmental decision-making and behavior, a crucial issue related to sustainable development. Indeed, recent research has documented the salient effects of colors on consumers’ decision-making and purchasing behavior. Drawing upon the self-expansion theory, this study aims to investigate an interactive effect of people’s color green preference and their nature exposure experiences on sustainable consumption behavior, as well as the mediating mechanism of nature-connectedness. By conducting a survey study (N = 400), we found evidence of a significant interactive effect of color-green preference and nature exposure experiences on nature connectedness, which, in turn, promoted sustainable consumption behavior. This study extends research in color psychology by exploring how people’s preference for green colors could shape their sustainable consumption behavior. Also, it contributes to the literature on environmental behavior by understanding a self-expansion process of when and why green-preferred individuals consume in an environment-friendly manner.

Color green and sustainable consumption behavior: A self-expansion perspective

Applied Mathematics and Nonlinear Sciences

This work is licensed under the Creative Commons Attribution 4.0 International License.

{"article-title":"Color green and sustainable consumption behavior: A self-expansion perspective"}

The existing literature on color psychology has focused on the cognitive and perceptual processes of colors. However, few researchers have explored the...

Color green and sustainable consumption behavior: A self-expansion perspective

Publicado en línea: 27 nov 2023

Páginas: -

Recibido: 07 mar 2023

Aceptado: 07 jun 2023

DOI: https://doi.org/10.2478/amns.2023.2.01260

Palabras clave
Color Green, Nature Exposure, Sustainable Consumption Behavior, Nature Connectedness

© 2023 Hongyuan Sun et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Color green and sustainable consumption behavior: A self-expansion perspective

Publicado en línea: 27 nov 2023

Páginas: -

Recibido: 07 mar 2023

Aceptado: 07 jun 2023

DOI: https://doi.org/10.2478/amns.2023.2.01260

Palabras claveColor Green, Nature Exposure, Sustainable Consumption Behavior, Nature Connectedness

© 2023 Hongyuan Sun et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Palabras clave
Color Green, Nature Exposure, Sustainable Consumption Behavior, Nature Connectedness