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
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 re...
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ndltd-TW-099NCTU54571102015-10-13T20:37:09Z http://ndltd.ncl.edu.tw/handle/23030672271395849915 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 廣告訊息要素與環保價格折扣對綠色品牌權益及購買意願的影響──綠色信任的調節作用 Lee, Chia-Lin 李佳璘 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. Chen, Mei-Fang 陳美芳 2011 學位論文 ; thesis 76 en_US |
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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.
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author2 |
Chen, Mei-Fang |
author_facet |
Chen, Mei-Fang Lee, Chia-Lin 李佳璘 |
author |
Lee, Chia-Lin 李佳璘 |
spellingShingle |
Lee, Chia-Lin 李佳璘 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 |
author_sort |
Lee, Chia-Lin |
title |
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 |
title_short |
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 |
title_full |
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 |
title_fullStr |
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 |
title_full_unstemmed |
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 |
title_sort |
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 |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/23030672271395849915 |
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