A Study of Effectiveness of Altruism/ Self-Interest Green AD Appeal：Moderating Effect of Environmental Knowledge

• Main Authors: Shu-Yu Wu, 吳淑玉
• Other Authors: 張俊惠
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/91933182593471239702

碩士 === 淡江大學 === 國際商學碩士在職專班 === 98 === With the economic development of mankind, leading to global warming is continuing and global warming will bring about many of the disasters on Earth, such as storms, droughts, heat waves and floods. Thus, we must face up to global warming will bring about the survival of the Earth''s threat. So Government have to actively promote energy conservation and reduce carbon emissions policy, it will help firms and consumers pay more attention to environmental protection. Therefore, the firms how to promote green products has become a priority, and how to make use of green advertising to consumer communication and aspirations, it is also worth to explore. So this study was to use a different type (altruism / self- interest) Green advertising appeals, to explore what can generate better advertising effectiveness; In addition, this study was also explore the environmental knowledge as a moderator to measure whether the different types (altruism / self- interest) Green advertising appeals of advertising effectiveness, and this study used the advertising attitude, brand attitudes, and purchase intentions to measure advertising effectiveness. We applied Experimental Design to analyze the valid response data. The major findings of this study were as follows: (A)Altruism and self-interest green advertising appeal is influential, especially in the advertising effectiveness of advertising attitude and brand attitude. (B)Due to most of consumers when they want to buy a car, their car information from the TV commercial and newspapers or magazines, so we advise Auto companies have to use TV commercial and newspaper or magazines frequently, and make different kinds of Green advertising appeal. (C)From this study, we found that relatives and friends recommend have strong strength, so we advise auto companies can use relatives and friends recommend strength, sometime, hold an activity.