Seen as Green? Assessing the Salience and Greenness of Environmentally Friendly Packaging Cues

Environmentally friendly products become increasingly popular. To be considered for purchase, they must (1) sufficiently salient and (2) perceived as environmentally (“green”). The current paper investigates whether implicit (packaging material) explicit (eco-labeling) packaging cues can facilitate such salience greenness perceptions. We conducted a mixed-method, within-subjects experiment using self-report measures to assess greenness, mouse tracking an exploratory measurement method salience. Finally, we explored green consumerism, personal value, moderates these effects. Results confirm that both signalize environmental friendliness positively influence greenness. Furthermore, find seem mostly independent in affecting perceptions consumerism is no prerequisite most of effects emerge. As such, this research provides important new theoretical practical insights on the role food marketing.