Design for sustainability: The effect of lettering case on environmental concern from a green advertising perspective

Yao Song, Yan Luximon

Research output: Journal article publicationJournal articleAcademic researchpeer-review

12 Citations (Scopus)


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.

Original languageEnglish
Number of pages1
JournalSustainability (Switzerland)
Issue number5
Publication statusPublished - 1 Mar 2019


  • Congruence
  • Environmental concern
  • Fear arousal
  • Green advertising
  • Lettering case

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Management, Monitoring, Policy and Law

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