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|Other Titles: ||The study of relationship between types of green consumers and green advertisements|
|Authors: ||曾韋綾;Tseng, Wei-ling|
|Keywords: ||綠色消費者;綠色廣告訴求;廣告效果;Green Consumer;Green Advertising Appeal;Advertising Effectiveness|
|Issue Date: ||2010-01-11 01:32:25 (UTC+8)|
|Abstract: || 由於環保意識日益提高，為了因應市場的變化，企業運用廣告將綠色訴求導入產品和企業形象中，進而提升產品銷售和企業形象。但是消費者實際力行環保行為的程度不一，故針對不同類型的消費者，選擇適合的綠色廣告訴求，應受到重視。|
Due to the importance of environmental protection consciousness, to adapt the market change, the enterprises use green advertisement appeals to show products and corporate images in order to promote product sales and improve corporate images. But the degree of consumers’ environmental protection is different, how to select appropriate green advertisement appeals for several types of green consumers might be very important.
This study explores the potential effects of types of green consumers on advertisement effectiveness (including advertising attitude, product attitude and purchase intention) for three different green advertisement appeals (including rational appeal, moral appeal and emotional appeal). Independent variables were green advertisement appeals and types of green consumers. Dependent variable was advertisement effectiveness. Each green advertisement appeal has two DM advertisements. The respondents who are graduates and undergraduate students recruited from department of business in Tamkang University. Each respondent read an advertisement at random and filled in questionnaire survey.
This study shows the following results:
（1）In rational appeal of advertisement, the differences between the types of green consumer and advertising effectiveness significantly influence advertising attitude, product attitude and purchase intention.
（2）In emotional appeal of advertisement, the differences between the types of green consumer and advertising effectiveness don’t influence advertising attitude, product attitude and purchase intention.
（3）In moral appeal of advertisement, the differences between the types of green consumer and advertising effectiveness influence advertising attitude, product attitude expect purchase intention.
（4）In significant results of advertisement effectiveness, comprehensive environmental protection consumers have the best effect. The possible reason is the comprehensive environmental protection consumers have the high attention to the environmental protection, and practice what one preaches, therefore they also have positive response and feeling regarding the green advertisement.
（5）In moral appeal of advertisement, the differences between the types of green consumer and advertising effectiveness don’t influence purchase intention. The possible reason is that rational appeal of advertisement provides product’s advantage, but moral appeal of advertisement mainly emphasizes the behaviors of environmental protection and the sense of right or wrong, therefore cannot cause the consumer to want to purchase the product.
|Appears in Collections:||[國際企業學系暨研究所] 學位論文|
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