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

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

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。

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.