The impacts of advertising message elements and price discount for pro-environmental behavior on green brand equity and purchase intention──the moderating effect of green trust

• Main Authors: Lee, Chia-Lin, 李佳璘
• Other Authors: Chen, Mei-Fang
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23030672271395849915

碩士 === 國立交通大學 === 經營管理研究所 === 99 === The environmental issues have caught increasing attention in recent years. Therefore, corporations invested in green advertising to attract the consumers with higher interested in environmental health, eco-efficient lifestyles and green products. Previous research about green advertising often concentrated on consumer’s benefits, executional framework, or leverage point. However, little literature has focused on the types of green advertising message elements. This study refers to the model applied to green advertising, and sorted Starbucks’ green advertising into three types of message elements on the basis of product life cycle, which are “ethical sourcing” message, “energy & water saving” message, and “recycling” message. The objectives in this study are to examine the differences among three types of advertising message elements and the difference between with and without price discount for pro-environmental behavior on a firm’s green brand equity and consumer’s purchase intention. In addition, green trust is also included in this study as a moderator. In this study we conducted a survey, comprised of scenario with six conditions regarding three types of advertising message elements and with/without price discount for pro-environmental behavior. There are 920 valid samples from college students in Taipei. The quantitative analysis results of multivariate analysis of variance (MANOVA) reveal that both message elements main effect and price discount main effect were statistically significant. In addition, the moderating effects of green trust were significant when certain circumstances are given, which are ethical sourcing message and with price discount for pro-environmental behavior. To conclude, this study provides some advices for marketers about how to utilize different types of advertising message elements and price discount policy for pro-environmental behavior to increase a firm’s green brand equity and consumer’s purchase intention while considering different levels of consumer’s green trust.