Exploring the Impact of IoT and Green Advertising on Consumer Behavior

doi:10.20965/ijat.2022.p0795

淡江大學機構典藏 > 文學院 > 大眾傳播學系暨研究所 > 期刊論文 > Item 987654321/123378

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題名:	Exploring the Impact of IoT and Green Advertising on Consumer Behavior
作者:	Tu, Jui-Che;Yang, Cheng-Hsueh;Chen, Yu-Yin
關鍵詞:	Internet of things;green advertising;consumer behavior;green education
日期:	2022-11-05
上傳時間:	2023-04-28 17:51:25 (UTC+8)
出版者:	J-STAGE
摘要:	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.
關聯:	International Journal of Automation Technology 16(6), p. 795-806
DOI:	10.20965/ijat.2022.p0795
顯示於類別:	[大眾傳播學系暨研究所] 期刊論文

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