‘Of course green is one of those colors, but blue is also one of those colors that consumers associate with eco-friendliness.’

“在消费者认为环保友好的颜色中，当然绿色是其中之一，另外蓝色也是一个。”

It only took one unfamiliar logo for researchers to discover shoppers consider retailers using Walmart’s blue or Sam’s green in their logos to be more eco-friendly than those using Trader Joe’s red.

研究者只需一个消费者不熟悉的商标，便能发现顾客觉得沃尔玛使用的蓝色或山姆的绿色标志要比乔之店的红色更加环保友好。

‘Interestingly, blue is 'greener' than green in terms of conveying an impression of eco-friendliness, despite the frequent use of the word green to convey that idea,’ said co-author James Kellaris of the University of Cincinnati's marketing department.

共同作者辛辛那提大学营销部詹姆士·凯拉瑞斯说：“有趣的是，在生态友好印象上，蓝色比绿色更‘绿色’，尽管我们总是用绿色来传达环保的概念。”

Once researchers established a set of eco-friendly colors, they also identified colors perceived to be environmentally unfriendly, such as Target's red.

研究者确定了一系列生态友好颜色，也列出那些对环境不友好的颜色，如乔治店红。

Sundar and Kellaris then developed additional studies to test whether the colors impacted perceptions of the retailer's environmental friendliness.

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