What is the colour of sustainability? Reviewing the literature and setting a research agenda

Communicating sustainability effectively is a challenge for marketers and policy makers. Colours can help direct consumers’ attention to sustainability messages and transform their behaviours. It is extremely important to understand which colour(s) may strengthen the sustainability perceptions of consumers’ and enhance their sustainable preferences. Empirical research on sustainability and colours has increased but is still sparce and neglects an integrated investigation of this field. While published works have shown that sustainability might be associated with a particular colour hue (e.g., green), very few studies investigate this relationship from the standpoint of colour saturation and value in an integrated manner. Additionally, very little is known about which colours can specifically match with each of the specific dimensions of sustainability. Through systematically examining 27 papers published over the last 10 years in business journals, we organise the existing literature and offer a research agenda.