| Summary: | 碩士 === 淡江大學 === 國際商學碩士在職專班 === 98 === Purpose/ design/methodology/approach –
This research make us of SPSS 12.0 statistic software applications as analysis toolsets, joining uses descriptive statistics, Reliability analysis, Pearson’s Correlation Analysis, Multivariate Analysis of variance, and t test to research and examine various green advertisement and their corresponding consumer reactive response. Based on selective consumers’ environmental awareness mindset, to study different environmental knowledgeable consumer groups with matching preference green advertisement. To determine whether green advertisement will have conflicting response to various environmental knowledgeable groups of consumer.
Findings –
This research has three major conclusion summary statements:
1.Perceptual advertisement has stronger influential affect than rational advertisement.
2.In order to receive best green advertisement communication feedback, need to attention focus target audience on high environmental knowledgeable consumer groups on marketing delivery.
3.Environmental knowledgeable variance does not affect results, does not affect rational and perceptual advertisement response.
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