研究結論： 一、理性與感性綠色廣告訴求之廣告效果有差異，其中感性綠色廣告 訴求在廣告效果的表現上較佳。 二、不同綠色生活型態族群之廣告效果反應有差異，其中綠色購買倡 導群在廣告效果的反應上較佳。 三、不同綠色生活型態族群對於理性與感性綠色廣告訴求之廣告效 果，不具有干擾效果。 Recently, the problem of global warming is more serious. Many governments lead the green movement–conserve energy and reduce carbon emission. Followed by this sense of green has come. The consumers had gradual concerned about green attitude of product and contributed to environmental protection. For firm, developing environmental friendly products, finding out target customers, and using effective marketing communicating tools are the key to win in green market. Therefore, this study aimed at environmental friendly product–green laptop, targeting variable–green lifestyle, marketing communicating tool–green ad, and discussed the effectiveness of rational/emotional green ad appeal, then used green lifestyle as moderating variable.
This study applied MANOVA to analyze the response data. Independent variables are rational/emotional ad appeals and green lifestyle. Dependent variable is ad effectiveness. Moderating variable is green lifestyle.
The results of this study were as follow:
1.There is different between the effectiveness of rational/emotional ad appeals. Besides, the effectiveness of emotional ad appeal is better. 2.There is different among the ad effectiveness of green lifestyle groups. Besides, the ad effectiveness of green purchasing and promoting group is better. 3.Green lifestyle is not moderating the effectiveness of rational/emotional ad appeals.
