The Effectiveness of Advertising Appeal and Message Frame in Consumers’ Ambivalent Attitudes and Purchase Intentions toward Green Products

• Main Authors: Ya-Yi Jiang, 江雅意
• Other Authors: Wen-Kuei Wu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/92687027076028308460

碩士 === 朝陽科技大學 === 企業管理系 === 102 === The aim of this study is to investigate the effectiveness of different green advertising appeals and message frames on consumers’ ambivalent attitudes of green products considering the moderate effects of consumers’ environmental values. We recruited students (N=286) from a university in middle of Taiwan to participate in our experiment that was comprised of a 2 (egoism and altruism appeal) × 2 (positive vs. negative message frame) factorial research design. Thus, we designed four experiment online advertisements with different combinations of green appeals and message frames for shower cream. The whole sample had a median age range of 20-40. The results show that a green ad with an egoism appeal or a positive message frame generate higher degree of ambivalence toward green products, and the ambivalent attitudes of focal green product’ price is negative related to the purchasing intentions of the focal green product. In addition, we found that the environmental value is positive related to the purchasing intentions of the green product. This study highlights the influential role of consumers’ egoistic concerns and the effectiveness of message frames on consumers’ ambivalent attitudes.