Heuristic processing of green advertising: Review and policy implications

Green advertising aims to communicate pro-environmental dimensions of products achieve an increase in sales. Within a general framework, we organize studies green examine the psychological processes it triggers and how influences consumers. We analyze (1) information typically conveyed through verbal non-verbal cues, (2) moderating variables consumers' attention, (3) cognitive emotional responses advertising. describe latter prism heuristics, i.e. simple rules thumb that consumers use cues. find five main heuristics drive consumer discuss these can create barriers for required changes consumption reduce emissions, what policies overcome adverse, promote beneficial effects