Organization

UC Berkeley

Project Description

Green

Project Abstract

Perceptions of Green: Those with newly developed environmental values will express a preference for products labeled with "natural" imagery, while those with longer-standing environmental values will express a preference for products presented in a more "rational" style (no symbolic imagery, product characteristics stressed over benefits, etc.) However, people in both categories will be more likely to choose products labeled with "natural" imagery despite their expressed preference.

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