The surprising link between lively music and sustainable shopping

Some researchers point out that the choice of music in advertisements plays a vital role in convincing consumers that a product is green and that they should purchase it.

A 2022 study found that using major-mode music with a fast templo in advertising helps consumers to buy the product.

Modes are scale patterns with different melodic characteristics. The tempo is the speed of a piece. Major scales are usually associated with happiness while minor scales are perceived as more melancholy.

Advertising music can play a vital role in driving consumers to purchase green products.

Researchers found that music with a major scale pattern of over 94 beats per minute made consumers more likely to buy an eco-friendly product, regardless of the advertised product or the consumer's music background. A lack of music or slower, more fearful music didn't have the same impact.

However, the scope of the study only focused on green products, but what makes a product green may vary.