University of Twente Student Theses
The Impact of Sustainability Beliefs and Color Perception on Consumption Behavior in a Virtual Supermarket
Bontioti, Antonia (2024) The Impact of Sustainability Beliefs and Color Perception on Consumption Behavior in a Virtual Supermarket.
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| Abstract: | In the face of global climate challenges, sustainable consumption behaviors are crucial for mitigating environmental impacts. This study investigates the impact of sustainability beliefs and color perception on consumption behavior in a virtual supermarket focusing on packaged products under varied color conditions. Participants (N = 34) completed simulated shopping activities in three experimental conditions with different product packaging color, shelf, and ambient lighting. The results show that green was consistently seen as the most sustainable and healthy color, whereas red was perceived as the least. While participants exhibited a preference for products displayed on green and blue shelf simultaneously, they spent more time in front of the red shelf in comparison to the other colored shelves, causing a discrepancy between what color items participants chose the most and time spent in front of the colored shelves. Correlation analyses found links between sustainability consciousness, color perceptions, and participants' choices, although statistical significance was low. These findings highlight the complicated interplay of visual aspects, sustainability and color attitudes, and consumer behavior in virtual retail environments. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 77 psychology |
| Programme: | Psychology MSc (66604) |
| Link to this item: | https://purl.utwente.nl/essays/102072 |
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