The Effect of Sustainable Fashion Brand’s Advertising Color and Expression on Consumers’ Emotions and Perceptions: Focus on Instagram

Jiang, Wei; Ko, Eunju; Chae, Heeju

doi:10.5805/sfti.2019.21.4.432

Cited by 7 publications

(4 citation statements)

References 82 publications

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“…With regards to the two atmospherics this paper focused on, findings suggest that the visual and aural cues are the easier and most effective atmospherics at the moment to implement for the sector (Jiang, Eunju, and Chae 2019;Sundström, Hjelm-Lidholm, and Radon 2019). In particular, multiple enlarged images and pictorial presentations help the consumer overcoming the lack of tactile stimuli (Kaushik et al 2020), 360-degree videos (Young Kim and Kim 2004) and clothes worn by models.…”

Section: Discussionmentioning

confidence: 99%

“…In particular, multiple enlarged images and pictorial presentations help the consumer overcoming the lack of tactile stimuli (Kaushik et al 2020), 360-degree videos (Young Kim and Kim 2004) and clothes worn by models. Together with these elements which help the consumer have a clearer idea of the product and gather more information, customised advertisement can be used to create targeted content and provide the consumer with a unique personalised experience (Jiang, Eunju, and Chae 2019).…”

Section: Discussionmentioning

confidence: 99%

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A review of studies on virtual layout and atmospherics - potential applications to the fashion industry

Roberts

Grassi

2021

The International Review of Retail, Distribution and Consumer R

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Retail layouts and atmospherics have been widely investigated within the physical retail environment, Research suggests that there is limited understanding of these elements in the virtual environment despite the fact that they would appear to be the easiest and most effective combination to implement by online fashion retailers. Considering potential applications in the fashion industry, a review of current literature on layout and atmospherics has identified the freeform layout as a valuable format for online fashion retailing. The freeform layout has been found to increase consumers' hedonic motivations to purchase. Furthermore, design and visual cues have a significant influence on consumers, while aural cues despite being very important to the consumers' experience appear to be underexploited in the online fashion space. This paper contributes a review of established retail elements, and identifies those that adapt well from the offline to online retail environment.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

A review of studies on virtual layout and atmospherics - potential applications to the fashion industry

Roberts

Grassi

2021

The International Review of Retail, Distribution and Consumer R

View full text Add to dashboard Cite

show abstract

“…Prior studies did not investigate the effect of advertising color type (green/color) on consumers’ preferences for green products. However, in real life, the color types of green product advertisements can be mainly divided into two categories (green/color; Amy, 2013 ; Jiang et al, 2019 ). Due to the particularity of green products, some companies use the green color in their advertisements to highlight the green attributes of products ( Jiang et al, 2019 ).…”

Section: Introductionmentioning

confidence: 99%

“…However, in real life, the color types of green product advertisements can be mainly divided into two categories (green/color; Amy, 2013 ; Jiang et al, 2019 ). Due to the particularity of green products, some companies use the green color in their advertisements to highlight the green attributes of products ( Jiang et al, 2019 ). For example, Chando’s green cosmetics advertisements use pure green as a whole to show the environmental protection attributes ( Lillian, 2020 ).…”

Section: Introductionmentioning

confidence: 99%

Green advertising is more environmentally friendly? The influence of advertising color on consumers’ preferences for green products

et al. 2022

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The color of green product advertisements is an important factor affecting consumers’ preferences. Based on the theory of the self-control system, this paper explores the influence mechanism and boundary conditions of green product ad color on consumers’ preferences through three experiments. Experiment 1 tested the effect of advertisement color type (green/color) on consumers’ preferences for green products. The results show that color ad can promote consumers’ preferences for green products compared with green ad. Experiment 1 also analyzed the mediating role of the self-control system between advertisement color type (green/color) and consumers’ preferences. Experiment 2 further clarified the boundary of the main effect. The effect of ad color (green/color) on consumers’ preferences was only effective in the context of green products. Experiment 3 explored the moderating effect of green product type (egoistic/altruistic) on the main effect. The results show that only when the green product type is altruistic, the ad color type (green/color) can significantly affect consumers’ preferences. This study is the first to link the ad color of green products with consumers’ preferences. The findings confirm that the use of color ad for green products can elicit higher consumers’ preferences than pure green ad, which enriches the research on the color of green product advertisements.

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How Product Background Color Combination in Brand Post Affects Product Evaluation on Instagram

Luarn,

Chen,

Chiu

2024

Visual Communication Quarterly

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The Effect of Sustainable Fashion Brand’s Advertising Color and Expression on Consumers’ Emotions and Perceptions: Focus on Instagram

Cited by 7 publications

References 82 publications

A review of studies on virtual layout and atmospherics - potential applications to the fashion industry

A review of studies on virtual layout and atmospherics - potential applications to the fashion industry

Green advertising is more environmentally friendly? The influence of advertising color on consumers’ preferences for green products

How Product Background Color Combination in Brand Post Affects Product Evaluation on Instagram

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