The color of green product advertisements is an important factor affecting consumers’ preferences. Based on the theory of the self-control system, this paper explores the influence mechanism and boundary conditions of green product ad color on consumers’ preferences through three experiments. Experiment 1 tested the effect of advertisement color type on consumers’ preferences for green products. The results show that color ad can promote consumers’ preferences for green products compared with green ad. Experiment 1 also analyzed the mediating role of (...) the self-control system between advertisement color type and consumers’ preferences. Experiment 2 further clarified the boundary of the main effect. The effect of ad color on consumers’ preferences was only effective in the context of green products. Experiment 3 explored the moderating effect of green product type on the main effect. The results show that only when the green product type is altruistic, the ad color type can significantly affect consumers’ preferences. This study is the first to link the ad color of green products with consumers’ preferences. The findings confirm that the use of color ad for green products can elicit higher consumers’ preferences than pure green ad, which enriches the research on the color of green product advertisements. (shrink)

When organizations face the coexistence of multiple institutional logics for environmental management (e.g., maximizing market profit, protecting the environment), how do firms configure green human resource management (GHRM) practices to achieve sustainability in both environmental and market domains? Leveraging the fuzzy-set qualitative comparative analysis (fsQCA) technique, this study adopts a configurational approach to analyze the complex interdependence of GHRM practices with the underlying institutional logics for achieving firm sustainable performance. Employing a multi-source matched sample of 179 firms, the findings reveal (...) the existence of multiple configurations of institutional logics and GHRM practices that equally result in high environmental performance, market performance, or both. The analysis also identifies that firms vary in their selection between environment protection and market profit logics, and the need to match different control- or commitment-based GHRM practices to achieve high environmental and market performance. (shrink)