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

Figures & data

Figure 1. Stimulus material.

Figure 2. Example of a computer screen with a mouse tracking set-up. Note.Error bars indicate 95% CI.

Figure 3. Interaction effect of green consumerism and label on salience.

Table 1. Means and SDs of salience responses, salience response time, salience x-flips and greenness ratings per package

	Salience Response %			Salience Response Time			Salience x-flips			Greenness Rating
	M	SD	n	M	SD	n	M	SD	n	M	SD	n
White, no label
Non green cons.	33.81	25.19	21	1499.01	531.39	14	6.29	1.79	14	2.62	1.07	21
Green consumers	28.57	34.10	21	1398.41	226.82	8	5.83	1.44	8	1.71	0.90	21
Total	31.19	29.73	42	1462.43	440.91	22	6.12	1.65	22	2.17	1.08	42
Brown, no label
Non green cons.	40.00	17.03	21	1259.26	477.85	19	5.86	1.51	19	3.29	1.27	21
Green consumers	29.05	10.44	21	1527.27	561.99	19	7.24	2.00	19	2.71	1.38	21
Total	34.52	15.01	42	1393.23	532.14	38	6.55	1.88	38	3.00	1.34	42
Cardboard, no label
Non green cons.	60.95	24.27	21	1220.45	362.05	21	6.38	1.52	21	3.62	1.56	21
Green consumers	44.29	23.15	21	1423.65	430.66	18	6.38	1.71	18	4.24	1.51	21
Total	52.62	24.90	42	1314.24	403.10	39	6.38	1.59	39	3.93	1.55	42
White, label
Non green cons.	45.24	23.16	21	1277.39	458.64	19	5.24	2.14	19	4.90	1.48	21
Green consumers	62.86	24.32	21	1428.41	419.73	20	6.11	1.27	20	4.67	1.28	21
Total	54.05	25.09	42	1354.84	439.98	39	5.69	1.78	39	4.79	1.37	42
Brown, label
Non green cons.	54.76	17.21	21	1238.23	385.45	21	5.90	2.07	21	5.10	1.04	21
Green consumers	62.38	13.00	21	1404.16	488.51	21	6.16	2.23	21	5.14	0.85	21
Total	58.57	15.55	42	1321.20	442.64	42	6.03	2.13	42	5.12	0.94	42
Cardboard, label
Non green cons.	65.24	22.72	21	1244.23	369.59	21	5.79	1.47	21	5.95	1.16	21
Green consumers	72.86	33.19	21	1431.00	473.94	20	6.06	1.54	20	6.38	0.67	21
Total	69.05	28.35	42	1335.34	428.87	41	5.92	1.49	41	6.17	0.96	42