A Study of Effectiveness of Altruism/Self-Interest Green AD Appeal: Moderating Effect of Green Life Style

• Main Authors: Mei-Yin Lin, 林美吟
• Other Authors: Chun-Hui Chang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/03038920868384017453

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 97 === Due to the global warming becomes seriously, everyone set off the Green Life wave. From consumers, the government and firms, each person is committed to green consumption. So many marketers investigate the green market potential unlimited, they launch variety of Green Advertising Appeals to attract consumers’ attention. The study used common structures：Advertising Attitude、Brand Attitude、Purchasing Intention to measure Advertising Effectiveness, and to discuss the Altruism/Self-Interest Green Ad Appeals how to effect the Ad’s Effectiveness. Consumers having different environmental values and life styles have different eco-consumption behavior (Fraj and Martinez, 2006), so the study also discussed different Green Life Styles consumers how to make their Ad’s Effectiveness difference, and at the same time, the study took the Green Life Styles as a moderator to measure whether the Ad’s Effectiveness between different types Green Ad Appeals and different Green Life Styles is different or not.We applied Experimental Design to analyze the valid response data. The major findings of this study were as follows: 1、Green Ad Appeals did produce the better Ad Effectiveness, especially significance in Ad Attitude and Brand Attitude. 2、We can truly take Green Life Styles as an effective segmentation variable.