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Title: Design for sustainability : the effect of lettering case on environmental concern from a green advertising perspective
Authors: Song, Y 
Luximon, Y 
Keywords: Lettering case
Environmental concern
Fear arousal
Green advertising
Issue Date: 2019
Publisher: Molecular Diversity Preservation International (MDPI)
Source: Sustainability, 1 Mar. 2019, v. 11, no. 5, 1333, p. 1-15 How to cite?
Journal: Sustainability 
Abstract: Recent green advertising research has focused on the effectiveness of different advertising claims and people's interactions with the environment or environmental concerns, indicating the significant role of visual appeals in influencing people's environmental attitudes. However, surprisingly, only a limited amount of research has addressed the effect of lettering case in green advertising on people's perceptions and their consequent environmental concerns. This study tries to fill in this research gap by showing that uppercase (vs. lowercase) advertising taglines on environmental threats could improve people's fear arousal, advertising congruence, environmental concern and the mediating role of fear arousal and congruence in this process. The managerial implications and limitations are also discussed in this study.
EISSN: 2071-1050
DOI: 10.3390/su11051333
Rights: © 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (
The following publication Song, Y.; Luximon, Y. Design for Sustainability: The Effect of Lettering Case on Environmental Concern from a Green Advertising Perspective. Sustainability 2019, 11, 1333, 15 pages is available at
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