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    Title: Exploring the Impact of IoT and Green Advertising on Consumer Behavior
    Authors: Tu, Jui-Che;Yang, Cheng-Hsueh;Chen, Yu-Yin
    Keywords: Internet of things;green advertising;consumer behavior;green education
    Date: 2022-11-05
    Issue Date: 2023-04-28 17:51:25 (UTC+8)
    Publisher: J-STAGE
    Abstract: Over time, consumer awareness of environmental protection has grown. From big data in the Internet of things (IoT), green advertisement has indeed made a significant impact on consumers’ awareness of environmental protection. Therefore, this research studied the impact of the IoT and green advertisements on consumers’ behavior. An investigation was conducted based on focus group interviews, and the assumption was tested using statistical methods. The research results were as follows: 1) advertisement has a significant impact on consumer behavior; 2) consumers are willing to purchase advertised products that convey positive messages, regardless of their age, educational level, or average income level; 3) consumers with higher education levels have better environmental concepts; and 4) green advertisement has a significant impact on consumers’ environmental concepts and behaviors. In summary, the study found that green advertisement can improve consumers’ awareness of environmental protection and that consumers’ behavior can effectively influence the implementation of environmental protection.
    Relation: International Journal of Automation Technology 16(6), p. 795-806
    DOI: 10.20965/ijat.2022.p0795
    Appears in Collections:[Graduate Institute & Department of Mass Communication] Journal Article

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