The influence of visual elements in green print advertising to potentially affect changes in human consumptive practices has been explored in this dissertation. This was investigated via web-based questionnaires administered to business school students (n = 135) where the manipulation of the key visual elements of extent of visuals used relative to the copy, and the inclusion of visual rhetoric (i.e. the use of imagery to convey a message) were explored. To determine this, varying sets of adverts were presented and respondents were requested to rate their attitude towards the advert; their likelihood to purchase the product shown, and to indicate which adverts they preferred. Potential moderating variables related to the observer (i.e. need for cognition and need for emotion) and the adverts (i.e. product type and brand) were also evaluated. The findings demonstrated that visuals with in adverts and the use of visual rhetoric could produce statistically different results form adverts without these visual elements. However there was also evidence to suggest that the use and application of visuals is complex in nature and not easily achieved in practical applications. The main reasons for this related to the fact that it is difficult to define visuals at the exclusion of other variables; and that the manner in which a consumer processes this visual is a key determinant that is influenced by processing style/attitude and is consequently not easily controlled. The research also attempted to explore the impacts of related moderator variables such as product type and familiarity of brand but due to design constraints and difficulties in explaining findings such results proved inconclusive. The research report concludes with recommendations for future research and application; stressing the importance of the end goal of sustainable consumption. / Dissertation (MBA)--University of Pretoria, 2009. / Gordon Institute of Business Science (GIBS) / unrestricted

本論文主要是研究國內綠色廣告訊息表現，整體而言，本論文的研究目的有四： 一、探討不同產業雜誌綠色廣告訊息表現。 二、探討不同時期雜誌綠色廣告訊息表現。 三、探討不同產業電視綠色廣告訊息表現。 四、探討相關業者對國內綠色廣告訊息表現之看法。 在研究者以內容分析法及深度訪談進行分析之後，得到以下研究結果： 一、不同產業的雜誌綠色廣告訊息表現在部份類目中有顯著的差異。 二、不同時期的雜誌綠色廣告訊息表現在部份類目中有顯著的差異。 三、不同產業各自有其偏好的電視綠色廣告訊息表現。 而綜合各項研究結果，可以歸納出以下結論： 一、雜誌綠色廣告數量並沒有呈現大幅成長的趨勢。 二、製造業比服務業刊登較多的雜誌綠色廣告。 三、某些訊息表現方式較常被業者所採用。 四、少有業者採用口號型的綠色廣告。 五、有相當比例的雜誌綠色廣告仍不敢直接以環保作為主要訴求重點。 / The resreach is discuss the strategy of green advertising in Taiwan.our objective is discuss some topics: 1.Doess different company has different message strategy? 2.Does different year has different message strategy? 3.Does Different company has different tv message strategy? we use content analysis to discuss these questions,our result is: 1.Different company has different message strategy 2.Different year has different message strategy 3 Different company has different tv message strategy Besides this,we also obtain follow conclusions: .When use green advertising,there are some advince must keep in mind: a.Unless you can do it,or you had better not use it to pursuade your audinece. b.Don't let audience think the advertising messege is wrong. c.The advertising message had better can let audience to do something d.The topic you use had better interesting audience e.You can develop green advertising model to help your advertising creation..

Green marketing is, in a sense, an oxymoron in that it merges the seemingly contradictory concepts of marketing, which focuses on facilitating and encouraging consumption, and environmental concern, which focuses on environmental conservation. Green advertising represents an important marketing tool for communicating an organisation’s green image and is the driving force behind fostering environmental awareness and environmentally friendly behaviour. As with any type of advertising, an important determinant of the success of green advertising is consumers‟ attitudes towards green advertising and corresponding environmental concerns and behaviour. The last decade has shown a staggering number of marketers targeting the green segment of the population with green advertising, with increasing green advertisements manufacturers are informing their customers about the pro-environmental characteristics of their products and services. Green advertising is an essential tool in an organisation’s overall environmental marketing strategy; one which possibly leads to achieving superior performance and assists in creating a sustainable competitive edge. An in-depth understanding of the relevant consumer behavioural aspects of a target market is tantamount to formulating successful marketing strategies. This holds true with the formulating of green marketing advertising strategies, which aim at encouraging consumption in an environmentally sustainable manner. There is a dearth of published literature on the South African Generation Y‟s consumer behaviour in general and none that specifically focuses on the environmental concern, attitudes towards green advertising and environmental behaviour of the significantly sized black Generation Y cohort. The Generation Y cohort is defined as individuals born between 1986 and 2005. In terms of South Africa, Generation Y individuals accounted for 40 percent of the South African population, with black Generation Y individuals making up 84 percent of this generational cohort. In addition, the black Generation Y cohort of South Africa makes up approximately 33 percent of the whole population, resulting in a highly attractive market segment. Individuals attaining tertiary qualifications are of particular interest to marketers since they are likely to enjoy higher earnings and a higher social status, which together is likely to make them opinion leaders amongst their peers. The primary objective of this study was to investigate black Generation Y students‟ environmental concern, attitudes towards green advertising and environmental behaviour within the South African context. The target population of the study was defined as full-time black Generation Y students, aged between 18-24 years, enrolled at South African registered public higher education institutions (HEIs). The sampling frame comprised the 23 registered South African public HEIs. Using a judgement sampling method, this was narrowed down to four HEIs located in the Gauteng Province - two of which are country-based and two of which are city-based. For this study, a convenience sample of 400 full-time black Generation Y students who were enrolled at these four South African HEIs during 2012 was drawn. The relevant primary data was obtained using a self-administered questionnaire. Lecturers at each of the four HEIs were contacted and requested to distribute the questionnaire to their students either during class or after class. The self-administered questionnaire was hand delivered to these lecturers. The questionnaire requested respondents to indicate on a five-point Likert scale the extent of their agreement/disagreement with items designed to measure their environmental concerns, their attitudes towards green advertising as well as their current environmental behaviour patterns. In addition, the students were asked to provide certain demographic data. The findings of this study indicate that South African black Generation Y students are environmentally concerned, have a positive attitude towards green advertising and report behaving in a pro-environmental manner. Previous research found gender to be a significant factor in displaying concerns for the environment. However, this study determined that gender played no significant role towards the black South African Generation Y cohort environmental concerns and attitudes. Similarly, the study found no significant difference between black Generation Y students who were based at city HEIs and black Generation Y students who were based at countryside HEIs. Insights gained from this study will help both marketing academics and practitioners understand current black Generation Y consumer attitudes towards environmental concerns, green advertising attitudes and the significance of their pro-environmental behaviour. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

A growing number of companies, both multinationals and local firms, have begun to adopt the idea of sustainability development, and develop and market their green products/services with green advertising in developing countries. However, in the context of China where the idea of commercial environmentalism or green consumption is emerging and transported from the West, it is not clear that how the green consumption is advocated and how consumption practices are connected to environmental protection, and how the meaning of green consumption is constructed by firms operating in China. This study explores the Internet as a rich text for environmental marketing by analyzing the ways firms showcase details of their green products/services, production methods, business philosophy and other facets of their environmental practices and values. The online promotional information can be seen as corporate green advertising. Focused on the advertisings from corporate websites, and through the analytical framework of Critical Discourse Analysis (CDA) (e.g., Faircloug, 1992; 1995(a) (b); Wodak and Chilton, 2005), this study presents how a number of environmental conscious firms in China are portraying and promoting their environmental responsible image and green products/services, and aims to examine what firms are really telling and how they are discursively constructing corporate “greenness”. Based on the analyses of green advertisements from websites of four case companies (two MNCs in China: General Electric in China, Unilever in China, and two Chinese local firms: BYD automobile, and Landsea Real Estate), the study suggests that corporate green advertising discourse plays an active role in defining “reality” of greenness and imbuing meanings of consumption into environmentalism, as well as in achieving the hegemonic construction of corporate greenness. In addition, the corporate greenness is anthropocentric and embraces consumerist and post-materialist values. Instead of endorsing the environmentalism which appeals for a change of the current over-consumption lifestyle in capitalist development, the corporate green advertising strategically integrates lineages from green discourse of ecological modernization and political discourse of neoliberalism. In addition to similarities, dissimilarities existing between discourses from MNCs’ and Chinese local firms are identified in two aspects: greenness integration and greenness level. The differences in advertising discourses derive from both organizational resources and firms’ embedded economic, historical, and social-cultural contexts. Such differences prove the mutual constitutive or dialectical relationship between language and society and develop the argument that although firms play active role in constructing discourse, and green advertising discourse can be seen as corporations’ discursive approach to achieve environmental governance, their discourse is nevertheless constrained by both organizational internal and external influences.

The concept of environment friendly demonstrated on government laws and many products is so popular, not only green marketing and green advertising. In this study, a cell phone which has environment-friendly orientation is the main focus in green advertising. Attribute framing is the way of showing message in advertising, and economic chain is described as the content of message. Then, investigating the impact of attribute framing and economic chain on advertising effects, and advertising effects are measured by memory, attitude toward advertising and purchase intention. The research adopts 2x3 mixed experimental designs; each scenario contains positive and negative framing message of attribute framing, and three levels of economic chain: production, usage and waste. Samples were selected from 3 universities and 2 companies in Kaohsiung. The final samples are 219. The results are as follows, attribute framing has significant effects on memory and attitude toward advertising, and positive framing has better score than negative one, but purchase intention is not influenced. Three levels of economic chain do not influence advertising effects. Attribute framing and economic chain have no interaction effect on advertising effects. Advertising appealing to environment friendly, no matter what framing it takes, consumers have positive attitudes toward the advertising, but using positive framing message is a better way. Consumers having positive attitudes toward three levels of economic chain show that they not only do not focus on any level, but have good feeling about information disclosure on environment-friendly products. Hence, an enterprise should pay attention to extended producer responsibility, and enhance the improvement on environment friendly through product life cycle assessment.

Green marketing is, in a sense, an oxymoron in that it merges the seemingly contradictory concepts of marketing, which focuses on facilitating and encouraging consumption, and environmental concern, which focuses on environmental conservation. Green advertising represents an important marketing tool for communicating an organisation’s green image and is the driving force behind fostering environmental awareness and environmentally friendly behaviour. As with any type of advertising, an important determinant of the success of green advertising is consumers‟ attitudes towards green advertising and corresponding environmental concerns and behaviour. The last decade has shown a staggering number of marketers targeting the green segment of the population with green advertising, with increasing green advertisements manufacturers are informing their customers about the pro-environmental characteristics of their products and services. Green advertising is an essential tool in an organisation’s overall environmental marketing strategy; one which possibly leads to achieving superior performance and assists in creating a sustainable competitive edge. An in-depth understanding of the relevant consumer behavioural aspects of a target market is tantamount to formulating successful marketing strategies. This holds true with the formulating of green marketing advertising strategies, which aim at encouraging consumption in an environmentally sustainable manner. There is a dearth of published literature on the South African Generation Y‟s consumer behaviour in general and none that specifically focuses on the environmental concern, attitudes towards green advertising and environmental behaviour of the significantly sized black Generation Y cohort. The Generation Y cohort is defined as individuals born between 1986 and 2005. In terms of South Africa, Generation Y individuals accounted for 40 percent of the South African population, with black Generation Y individuals making up 84 percent of this generational cohort. In addition, the black Generation Y cohort of South Africa makes up approximately 33 percent of the whole population, resulting in a highly attractive market segment. Individuals attaining tertiary qualifications are of particular interest to marketers since they are likely to enjoy higher earnings and a higher social status, which together is likely to make them opinion leaders amongst their peers. The primary objective of this study was to investigate black Generation Y students‟ environmental concern, attitudes towards green advertising and environmental behaviour within the South African context. The target population of the study was defined as full-time black Generation Y students, aged between 18-24 years, enrolled at South African registered public higher education institutions (HEIs). The sampling frame comprised the 23 registered South African public HEIs. Using a judgement sampling method, this was narrowed down to four HEIs located in the Gauteng Province - two of which are country-based and two of which are city-based. For this study, a convenience sample of 400 full-time black Generation Y students who were enrolled at these four South African HEIs during 2012 was drawn. The relevant primary data was obtained using a self-administered questionnaire. Lecturers at each of the four HEIs were contacted and requested to distribute the questionnaire to their students either during class or after class. The self-administered questionnaire was hand delivered to these lecturers. The questionnaire requested respondents to indicate on a five-point Likert scale the extent of their agreement/disagreement with items designed to measure their environmental concerns, their attitudes towards green advertising as well as their current environmental behaviour patterns. In addition, the students were asked to provide certain demographic data. The findings of this study indicate that South African black Generation Y students are environmentally concerned, have a positive attitude towards green advertising and report behaving in a pro-environmental manner. Previous research found gender to be a significant factor in displaying concerns for the environment. However, this study determined that gender played no significant role towards the black South African Generation Y cohort environmental concerns and attitudes. Similarly, the study found no significant difference between black Generation Y students who were based at city HEIs and black Generation Y students who were based at countryside HEIs. Insights gained from this study will help both marketing academics and practitioners understand current black Generation Y consumer attitudes towards environmental concerns, green advertising attitudes and the significance of their pro-environmental behaviour. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

Green marketi ng is aimed at directing a company‘s efforts to undertake the processes of designing a product, its promotion, pricing, and distribution in a way that can help to protect the environment. The current study is aimed at investigating the influence of green marketing practices including eco-labeling, green branding and green advertising on consumer buying behavior in Pakistan which is a developing country. The study has also analyzed the mediating effect of environmental knowledge in the relationship between green marketing practices and consumer buying behavior. The research useda quantitative approach and a structured survey questionnaire to collect data from 300 respondents. The study results revealed that green advertising and green branding has a significant positive relationship with consumer buying behavior while eco-labeling is not a significant predictor for this purpose. Moreover, environmental knowledge partially mediates the relationship between green marketing and consumer buying behavior. In this way, the current study has contributed to literature by analyzing the green marketing practices with and without the presence of environmental knowledge in Pakistan. The results of the research are helpful for marketers to emphasize more on green advertising being the strong predictor of consumer buying behavior. It also urges them to make their environmental friendly activities closer to reality in order to gain greater acceptability from consumers. However, the study has not taken into account alldimensions of green marketing and the sample responses belong to the population in only urban areas of Pakistan.

As consumers seek social status through displays of mindful consumption, it becomes common to observe a new type of environmentally responsible but conspicuous behavior called conspicuous conservation. Intentionally engaging in environmental activities to show off your `greenness' or over-spending on green products to display your ability to support environmental causes is an example of conspicuous conservation. Given the recent consumer trend involved in green consumption, the study begins with the question of whether consumers' value orientations explain their environmentally conscious behaviors, including their responses to environmental claims in advertising and intentions to purchase a green product. Based on theoretical premises, the study hypothesizes that consumers driven by self-enhancement (proself) values are more likely to respond to a green product whose consumption is primarily seen in public, promoting strong public self-awareness, rather than a product whose consumption is mainly in private and proself-oriented consumers are more likely to respond to green claims that bring immediate benefits than distant and uncertain benefits to the environment. The results of the online experiment confirm that there is a main effect of social value orientations on consumers' environmentally conscious behavior, including attitudinal and behavioral responses regarding green advertising and green products. Specifically, public self-awareness is a significant moderator, indicating proself-oriented consumers generally show less favorable attitude and behavioral responses with regard to green advertising and green purchase than prosocial-oriented consumers; however, when an advertised product and its consumption is mainly seen in public, promoting strong public self-awareness, proself-oriented consumers change their attitudes and behavioral responses in a positive direction. The study has several contributions to the current stream of environmental advertising research and practice. First, the study establishes the relationship between social value orientations and green advertising effectiveness. Second, the study identifies that conspicuous conservation can be explained with social value orientations and public self-awareness. Last, the finding of the study suggests that social value orientations help marketers understand the consumers' underlying motivations and to know whether greenness is an appropriate selling attribute. Further, the marketers can understand how the consumers' value orientations could be incorporated into the brand communications.

Although much is known about the conscious consumer, very little is known about green advertising. Given the growing attention placed on environmental issues and the heavy reliance of the consuming public on mass media, the dire lack of credibility in green advertising is in a shocking state. In fact, there has been a pronounced increase in green messages in advertising since the 1960s. This increase in green messages does not inherentlymean that there is a favorable consumer brand attitude formation. Instead, consumers have become increasingly skeptical of the environmental claims made by some of these organizations. The existence of consumer skepticism, together with perceived deception, hashad a negative impact on credibility. The purpose of this essay is to understand how marketing efforts on product labels thathighlight environmental, social and ethical problems (known as green product labels) might increase the customers' skepticism. The chosen method to conduct the data collection was a survey. The survey was distributed through online forms through facebook and other socialmedia platforms and thus limited to focus on the consumers of a more connected kind, mainly those who partake in social media on a daily basis. Results show that the consumers are skeptical towards green efforts and green product labeling, but the perception of green labels are not directly influencing the amount of skepticism as these notions seem to come from outside sources. While not directly influenced by product labels the increase in skepticism towards these kinds of ads displaying green efforts implicates both practical and theoretical relevance. Consumers are becoming more aware of false claims and companies need to be aware of what influences consumer skepticism to be able to better match their ads with the target audiences.

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