题名

綠色廣告訴求、自我參照、綠色品牌態度、綠色購買意願及消費者生態環境承諾程度之研究

并列篇名

The Relationships among Green Advertising Appeals, Self-reference, Green Brand Attitude, Green Buying Intentions and Consumers' Ecological Commitment

DOI

10.6504/JOM.2015.32.01.05

作者

蔡進發(Chin-Fa Tsai)；蕭至惠(Chih-Hui Hsiao)

关键词

綠色廣告訴求 ； 自我參照 ； 綠色品牌態度 ； 消費者生態環境承諾程度 ； 綠色購買意願 ； Green Advertising Appeals ； Self-reference ； Green Brand Attitude ； Consumers' Ecological Commitment ； Green Buying Intentions

期刊名称

管理學報

卷期/出版年月

32卷1期（2015 / 03 / 01）

页次

85 - 108

内容语文

繁體中文
中文摘要

本文發放202份問卷，採取2×3受試者間實驗設計檢驗假設。結果顯示：（1）感性廣告訴求會使消費者具有較佳的綠色品牌態度；（2）感性廣告訴求比理性廣告訴求更能透過綠色品牌態度為中介，進而影響消費者的綠色購買意願；（3）有使用自我參照之廣告將讓消費者有著較佳的綠色品牌態度；（4）當理性廣告搭配自我參照分析型以及感性廣告搭配自我參照敘事型時，會導致較佳的綠色品牌態度；（5）當消費者的生態環境承諾程度低時，感性廣告會比理性廣告獲致較佳的綠色品牌態度；反之，當消費者的生態環境承諾程度高時，感性廣告或理性廣告在綠色品牌態度的影響上，並無顯著差異。（6）綠色品牌態度與消費者的生態環境承諾程度分別正向影響綠色購買意願；（7）消費者的生態環境承諾程度正向影響綠色品牌態度；（8）綠色品牌態度對綠色購買意願的影響不受消費者的生態環境承諾程度干擾。
英文摘要

202 participants are recruited in this study. This study adopts 2×3 between-subjects experimental design to test the proposed hypotheses. This results show that (1) Compared to rational advertising appeals, emotional advertising appeals lead to higher green brand attitude. (2) Compared to rational advertising appeals, emotional advertising appeals have more mediated effect on the relationship between purchase intention of green products and green brand attitude. (3) Compared to not using self-reference advertising, advertising with self-reference will lead to higher green brand attitude. (4) It will lead to higher green brand attitude if rational advertising matches with analytical self-reference or emotional advertising matches with narrative self-reference. (5) When consumers' ecological commitment is low, emotional advertising appeals lead to higher green brand attitude than rational advertising appeals. When consumers' ecological commitment is high, however, there is no significant difference in green brand attitude between emotional advertising appeals and rational advertising appeals. (6) Green brand attitude and consumers' ecological commitment positively affect consumers' buying intentions of green products respectively. (7) Consumers' ecological commitment positively affects green brand attitude. (8) Consumers' ecological commitment dose not moderate the relationship between green brand attitude and buying intentions.
主题分类 社會科學 > 管理學
参考文献
  1. 施錦村(2013)。比較廣告資訊內容與法律效果關聯之驗證。管理學報，30(5)，445-465。
    連結：
  2. 耿慶瑞、呂家懷(2013)。網路自我參照廣告效果。管理與系統，20(3)，481-510。
    連結：
  3. 黃義俊、潘龍瑞、林玉凡(2008)。綠色品牌定位與綠色購買意願之實證研究：以綠色品牌態度為中介變數。行銷評論，5(3)，371-408。
    連結：
  4. 蕭至惠、蔡進發、陳玟君(2012)。廣告訴求與產品屬性的差異真能左右消費者對廣告效果的知覺？。行銷評論，9(1)，61-90。
    連結：
  5. 丁瑞華，2012 。環保行動失敗原因及解決之道。http://monitor.textiles.org.tw/DOC/%E5%B0%88%E9%A1%8C%E5%A0%B1%E5%91%8A(%E7%B6%B2%E7%AB%99%E7%94%A8)/195-N%E7%92%B0%E5%A2%83%E4%BF%9D%E8%AD%B7-%E4%B8%8A%E7%B6%B2.pdf。搜尋日期：2013 年11 月8 日
  6. Heath, R. 2007. Emotional persuasion in advertising: A hierarchy-of-processing model. Unpublished manuscript, The School of Management, University of Bath.
  7. Mintel Global New Products Database. 2007. Mintel 2008 new global product trends. http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=3716&Title=Mintel%202008%20new%20global%20product%20trends. Accessed November 16, 2013.
  8. United Nations Environment Programme. 2008. Global Green New Deal Environmentally Focused Investment Historic Opportunity for 21st Century Prosperity and Job Generation. http://www.unep.org/Documents.Multilingual/Default.asp?DocumentID=548&ArticleID=5957. Accessed October 5, 2013
  9. Abdul-Muhmin, A. G.(2007).Explaining consumers' willingness to be environmentally friendly.International Journal of Consumer Studies,31(3),237-247.
  10. Amyx, D. A.,DeJong, P. F.,Lin, X.,Chakraborty, G.,Wiener, J. L.(1994).Influencers of purchase intentions for ecologically safe products: An exploratory study.AMA winter educators' conference proceedings,Chicago:
  11. Assael, H.(2004).Consumer behavior: A Strategic approach.Boston:Houghton Mifflin Company.
  12. Bagozzi, R. P.,Moore, D. J.(1994).Public service advertisements: Emotions and empathy guide prosocial behavior.Journal of Marketing,58(1),56-70.
  13. Banerjee, S.,Gulas, C. S.,Iyer, E.(1995).Shades of green: A multidimensional analysis of environmental advertising.Journal of Advertising,24(2),21-31.
  14. Barletta, M.(2003).Marketing to women: How to understand, reach, and increase your share of the world's largest market segment.Chicago:Dearborn Trade Pub..
  15. Baron, R. M.,Kenny, D. A.(1986).The moderatormediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
  16. Belch, G. E.,Belch, M. A.(1999).Advertising and promotion: An integrated marketing communications perspective.New York:McGraw-Hill Company.
  17. Belch, G. E.,Belch, M. A.(2008).Advertising and promotion.New York:McGraw-Hill Book Company.
  18. Blackwell, R. D.,Miniard, P. W.,Engel, J. F.(2006).Consumer Behavior.New York:Thomson Learning.
  19. Burnkrant, R. E.,Unnava, H. R.(1995).Effects of selfreferencing on persuasion.Journal of Consumer Research,22(6),17-26.
  20. Cacioppo, J. T.,Petty, R. E.,Feinstein, J. A.,Jarvis, W. B. G.(1996).Dispositional differences in cognitive motivation: The life and times of individuals varying in need for cognition.Psychological Bulletin,119(2),197-253.
  21. Chan, R. Y. K.(2001).Determinants of Chinese consumers' green purchase behavior.Psychology and Marketing,18(4),389-421.
  22. Chaudhuri, A.(1999).The effects of brand attitudes and brand loyalty on brand performance.European Advances in Consumer Research Volume 4,Provo, UT:
  23. Davis, J. J.(1993).Strategies for environmental advertising.Journal of Consumer Marketing,10(2),19-36.
  24. Debevec, K.,Iyer, E.(1988).Self-referencing as a mediator of the effectiveness of sex-role portrayals in advertising.Psychology and Marketing,5(1),71-84.
  25. Debevec, K.,Romeo, J. B.(1992).Self-referent processing in perceptions of verbal and visual commercial information.Journal of Consumer Psychology,1(1),83-102.
  26. Dens, N.,De Pelsmacker, P.(2010).Attitudes toward the extension and parent brand in response to extension advertising.Journal of Business Research,63(11),1237-1244.
  27. D'Souza, C.,Taghian, M.,Khosla, R.(2007).Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention.Journal of Targeting, Measurement and Analysis for Marketing,15(2),69-78.
  28. Dunlap, R. E.,Van Liere, K. D. V.(1978).The new environmental paradigm.Journal of Environmental Education,9(4),10-19.
  29. Durif, F.,Boivin, C.,Julien, C.(2010).In search of a green product definition.Innovative Marketing,6(1),23-31.
  30. Escalas, J. E.(2007).Narrative versus analytical selfreferencing and persuasion.Journal of Consumer Research,34(4),421-429.
  31. Escalas, J. E.(2004).Imagine yourself in the product: Mental simulation, narrative transportation and persuasion.Journal of Advertising,33(2),37-48.
  32. Finger, M.(1994).From knowledge to action? Exploring the relationships between environmental experiences, learning, and behavior.Journal of Social Issues,50(3),141-160.
  33. Fishbein, M.,Ajzen, I.(1975).Belief, attitude, intention, and behavior: An introduction to theory and researc.Canada:Addison-Wesley Publishing Company.
  34. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(3),39-50.
  35. Ge, L.(2011).Pragmatic of presupposition in advertising English.Asian Culture and History,3(1),153-157.
  36. Gerrig, R. J.(1994).Narrative thought?.Personality and Social Psychology Bulletin,20(6),712-15.
  37. Geuens, M.,De Pelsmacker, P.,Faseur, T.(2011).Emotional advertising: Revisiting the role of product category.Journal of Business Research,64(4),418-426.
  38. Ginsberg, J. M.,Bloom, P. N.(2004).Choosing the right green-marketing strategy.MIT Sloan Management Review,46(1),79-88.
  39. Green, M. C.,Brock, T. C.(2000).The role of transportation in the persuasiveness of public narratives.Journal of Personality and Social Psychology,79(5),701-721.
  40. Grewal, D.,Krishnan, R.,Baker, J.,Borin, N. A.(1998).The effects of store name, brand name, and price discounts on consumers' evaluations and purchase intentions.Journal of Retailing,74(3),331-352.
  41. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate data analysis.UK:Prentice Hall International.
  42. Hartmann, P.,Ibanez, V. A.,Sainz, F. J. F.(2005).Green branding effects on attitude: Functional versus emotional positioning strategies.Marketing Intelligence and Planning,23(1),9-29.
  43. Hawkins, D.,Mothersbaugh, D.,Best, R.(2012).Consumer behavior consumer behavior: Building marketing strategy.Boston, MA:Irwin McGraw-Hill.
  44. Heberlein, T. A.(1981).Environmental attitudes.Zeitschrift für Umweltpolitik,2(1),241-270.
  45. Henion, K. E.,Kinnear, T. C.(1976).Ecological marketing.Chicago:American Marketing Association.
  46. Hines, J. M.,Hungerford, H. R.,Tomera, A. N.(1987).Analysis and synthesis of research on responsible environmental behaviour: A metaanalysis.Journal of Environmental Education,18(2),1-8.
  47. Holbrook, M. B.,Batra, R.(1987).Assessing the role of emotions as mediators of consumer responses to advertising.Journal of Consumer Research,14(3),404-420.
  48. Irland, L. C.(1993).Wood producers face green marketing era: Environmentally sound products.Wood Technology,120(2),34-36.
  49. Ishaswini,Datta, S. K.(2011).Pro-environmental concern influencing green buying: A study on Indian consumers.International Journal of Business and Management,6(6),124-133.
  50. Kalafatis, S. P.,Pollard, M.,East, R.,Tsogas, M. H.(1999).Green marketing and Ajzen's theory of planned behavior: A cross-market examination.Journal of Consumer Marketing,16(5),441-460.
  51. Kesebir, S.,Oishi, S.(2010).A spontaneous selfreference effect in memory: Why some birthdays are harder to remember than others.Psychological Science,21(10),1525-1531.
  52. Kotler, P.(1997).Marketing management.NJ:Prentice Hall Press.
  53. Kotler, P.(2007).Marketing management.New York:Prentice-Hall Press.
  54. Laroche, M.,Bergeron, J.,Barbaro-Forleo, G.(2001).Targeting consumers who are willing to pay more for environmentally friendly products.Journal of Consumer Marketing,18(6),503-520.
  55. Lee, C. K. C.,Fernandez, N.,Martin, B. A. S.(2002).Using self-referencing to explain the effectiveness of ethnic minority models in advertising.International Journal of Advertising,21(3),367-380.
  56. Lee, K.(2009).Gender differences in Hong Kong adolescent consumers' green purchasing behavior.Journal of Consumer Marketing,26(2),87-96.
  57. MacKenzie, S.B.,Lutz, R. J.,Belch, G. E.(1986).The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations.Journal of Marketing Research,23(2),130-143.
  58. Mainieri, T.,Barnett, E.,Valdero, T.,Unipan, J. B.,Oskamp, S.(1997).Green buying: The influence of environmental concern on consumer behavior.Journal of Social Psychology,137(2),189-204.
  59. Maloney, M. P.,Ward, M. P.,Braucht, G. N.(1975).Psychology in action: A revised scale for the measurement of ecological attitudes and knowledge.American Psychologist,30(7),787-790.
  60. Manaktola, K.,Jauhari, V.(2007).Exploring consumer attitude and behaviour towards green practices in the lodging industry in India.International Journal of Contemporary Hospitality Management,19(5),364-377.
  61. Marshall, M. E.,Mayer, D.(1992).Environmental training: It's good business.Business Horizons,35(2),54-57.
  62. Martensen, A.,Gronholdt, L.,Bendtsen, L.,Jensen, M.J.(2007).Application of a model for the effectiveness of event marketing.Journal of Advertising Research,47(3),283-301.
  63. McCarty, J. A.,Shrum, L. J.(1994).The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior.Journal of Business Research,30(1),53-62.
  64. Menon, A.,Menon, A.,Chowdhury, J.,Jankovich, J.(1999).Evolving paradigm for environmental sensitivity in marketing programs: A synthesis of theory and practice.Journal of Marketing Theory and Practice,7(2),1-15.
  65. Meyers-Levy, J.,Peracchio, L. A.(1996).Moderators of the impact of self-reference on persuasion.Journal of Consumer Research,22(4),408-423.
  66. Mitchell, A. A.,Olson, J. C.(1981).Are product attribute beliefs the only mediator of advertising effects on brand attitude?.Journal of Marketing Research,18(3),318-332.
  67. Monhemius, K. C.(1993).Umweltbewußtes kaufverhalten von konsumenten.Berlin:Peter Lang International Academic Publishers.
  68. Morwitz, V. G.,Schmittlein, D.(1992).Using segmentation to improve sales forecasts based on purchase intent: Which intenders actually buy?.Journal of Marketing Research,29(4),391-405.
  69. Mostafa, M.(2007).A hierarchical analysis of the green consciousness of the Egyptian consumer.Psychology and Marketing,24(5),445-473.
  70. Nunnally, J. C.(1978).Psychometric theory.New York:McGraw-Hill.
  71. Obermiller, C.(1995).The baby is sick/ The baby is well: A test of environmental communication appeals.Journal of Advertising,24(2),55-70.
  72. Ottman, J. A.(1999).Green marketing-opportunity for innovation.Chicago:NTC Contemporary Publishing Company.
  73. Papadopoulos, I.,Karagouni, G.,Trigkas, M.,Platogianni, E.(2009).Green marketing: The case of timber certification, coming from sustainable forests management, promotion.2nd Annual International EuroMed Conference of the Research Business Institute,Salemo, Italy:
  74. Peattie, K.(1992).Green Marketing.London:Pitman Publishing.
  75. Peattie, K.(2001).Towards sustainability: The third age of green marketing.The Marketing Review,2(2),129-146.
  76. Pechmann, C.,Stewart, D. W.(1988).Advertising repetition: A critical review of wearin and wearout.Current issues and research in advertising,11(2),285-329.
  77. Perkins, A. W.,Forehand, M. R.(2012).Implicit selfreferencing: The effect of non-volitional selfassociation on brand and product attitude.Journal of Consumer Research,39(1),142-156.
  78. Petty, R. E.,Cacioppo, J. T.(1980).Effects of issue involvement on attitude in an advertising context.88th Annual American Psychological Association Meeting,New York, NY.:
  79. Rashid, N. R. N. A.(2009).Awareness of eco-label in Malaysia's green marketing initiative.International Journal of Business and Management,4(8),132-141.
  80. Riley, F. D.,Ehrenberg, A. S. C.,Castleberry, S. B.,Barwise, T. P.,Barnard, N. R.(1997).The variability of attitudinal repeat-rates.International Journal of Research in Marketing,14(5),437-450.
  81. Roberts, J. A.(1996).Green consumers in the 1990s: Profile and implications for advertising.Journal of Business Research,36(7),217-231.
  82. Roberts, J. A.,Bacon, D. R.(1997).Exploring the subtle relationships between environmental concern and ecologically conscious behavior.Journal of Business Research,40(1),79-89.
  83. Rogers, T. B.,Kuiper, N. A.,Kirker, W. S.(1977).Selfreference and the encoding of personal information.Journal of Personality and Social Psychology,35(9),677-688.
  84. Romeo, J. B.,Debevec, K.(1992).An investigation of self-referencing's influence on affective evaluations.Advances in Consumer Research,19(1),290-295.
  85. Saphores, J. D. M.,Nixon, H.,Ogunseitan, O. A.,Shapiro, A. A.(2007).California households' willingness to pay for "green" electronics.Journal of Environmental Planning and Management,50(1),113-133.
  86. Schwepker, C. H.,Cornwell, T. B.(1991).An examination of ecologically concerned consumers and their intention to purchase ecologically packaged products.Journal of Public Policy and Marketing,10(2),77-101.
  87. Sengupta, J.,Fitzsimons, G. J.(2000).The effects of analyzing reasons for brand preferences: Disruption or reinforcement.Journal of Marketing Research,37(3),318-330.
  88. Smith, S. M.,Haugtvedt, C. P.,Petty, R. E.(1994).Attitudes and recycling: Does the measurement of affect enhance behavioral prediction?.Psychology and Marketing,11(4),359-374.
  89. Soonthonsmai, V.(2007).Environmental or green marketing as global competitive edge: Concept, synthesis, and implication.EABR (Business) and ETLC (Teaching) Conference Proceeding,Venice, Italy:
  90. Stern, P. C.,Dietz, T.,Kalof, L.(1993).Values orientations, gender, and environmental concern.Environment and Behavior,25(5),322-348.
  91. Straughan, R. D.,Roberts, J. A.(1999).Environmental segmentation alternatives: A look at green consumer behavior in the new millennium.Journal of Consumer Marketing,16(6),531-575.
  92. Sujan, M.,Bettman, J. R.,Baumgartner, H.(1993).Influencing consumer judgments using autographical memories: A self-referencing perspective.Journal of Marketing Research,30(4),422-436.
  93. Tanner, C.,Kast, S. W.(2003).Promoting sustainable consumption: Determinants of green purchase by Swiss consumers.Psychology and Marketing,20(10),883-902.
  94. Van Liere, K. D.,Dunlap, R. E.(1980).The social bases of environmental concern: A review of hypotheses, explanations and empirical evidence.Public Opinion Quarterly,44(2),181-197.
  95. Wicks, J. L.,Warren, R.,Fosu, I.,Wicks, R. H.(2009).Dual-modality disclaimers, emotional appeals, and production techniques in food advertising airing during programs rated for children.Journal of Advertising,38(4),93-105.
  96. Williams, P.,Drolet, A.(2005).Age-related differences in responses to emotional advertisements.Journal of Consumer Research,32(3),343-354.
  97. Zinkhan, G. M.,Carlson, L.(1995).Green advertising and the reluctant consumer.Journal of Advertising,24(2),1-6.
  98. 王仕茹、闕秋萍(2009)。自我參照廣告中的情感、經驗訴求與論點品質對廣告效果之影響。臺大管理論叢，19(S1)，33-60。
  99. 胡子陵、王芳玫(2013)。臺南市國小教師環境議題關心程度與環境保護行為結構方程模式之探討。環境教育學刊，13，73-98。
  100. 胡小軍、周劍、張希良(2008)。環保節能汽車支付意願影響因素研究。消費經濟，24(4)，18-25。
  101. 祝鳳岡(1996)。廣告理性訴求策略之策略分析。廣告學研究，8，1-26。
  102. 祝鳳岡、鄭吉宏(2010)。綠色行銷與購買意願之研究－以綠能薄型數位電視為例。中小企業發展季刊，15，73-110。
  103. 梁錦琳譯、陳雅玲譯、Peattie, K.(1993)。綠色行銷：化危機為商機的經營趨勢。台北:牛頓出版社。
  104. 劉慧雯(2001)。電視廣告「效果」再論：語言遊戲的觀點。新聞學研究，66，97-125。
被引用次数
  1. Weichieh Su,Li-Keng Cheng(2021)。Does Green Product Information Always Increase Purchase Intention? A Moderated Mediation Model of Amorality and Green Awareness。管理評論，40(1)，93-109。
  2. 蔡進發、廖玉齡、周玄雅(2016)。怎樣的綠色旅遊廣告可以打動消費者的心？。觀光休閒學報，22(3)，339-375。
  3. 劉秀雯、林育理、王景萱(2017)。連鎖便利商店之社群媒體分析：探討媒介特質與行銷訴求對於顧客參與行為之影響。管理學報，34(4)，633-657。
  4. 蘇威傑,成力庚(2021)。綠色產品資訊一定增加購買意願嗎？以輕忽道德與綠色知曉的調節式中介效果為例。管理評論，40(1)，1-20。
  5. 吳敏華,吳思緯(2022)。企業食安負面報導後之價格促銷策略效果。臺北海洋科技大學學報，13(2)，221-245。
  6. 蕭至惠,陳冠仰,汪益民(2020)。品牌知名度與綠色消費認知對低碳旅遊套裝行程的知覺品質之影響－兼論產品知識的干擾效果。行銷評論，17(2)，153-178。
  7. 楊倩姿,陳正國,莊竹勝(2019)。收vs.不收：探討旅客責任付費對旅遊目的地之衝擊。運動休閒餐旅研究，14(4)，21-40。
print cancel