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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0814110-231535 |
| Date | 14 August 2010 |
| Creators | Lee, Ling-chuan |
| Contributors | Fu-yung Kuan, Ming-rea Kao, Jih-hwa Wu, Yin-Hui Cheng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0814110-231535 |
| Rights | campus_withheld, Copyright information available at source archive |
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