experimental studies on green advertising with nature imagery
Exact: 352 participants
Nature imagery in print ads positively affects attention restoration, attention concentration, and perceived well-being
The study used experimental designs to investigate why green advertising works. Results showed that nature imagery in print advertisements triggered attention restoration and concentration, as well as enhanced perceived psychological well-being. These factors in turn mediated the relationship between nature imagery and consumer attitudes and purchase intentions toward advertised brands and products.
Through the experimental studies with 352 participants, the results indicate that the naturalness of print advertisements brings about positive attention restoration, attention concentration, and perceived well‐being.
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