Dissertations / Theses on the topic 'Green advertising; environment'

Esta investigación busca conocer la percepción de los jóvenes universitarios de las cualidades del Green advertising a través de la preocupación medioambiental del público y el diseño de la campaña. La investigación se enfoca en la marca San Luis y en una de sus últimas campañas “Estar en balance con el planeta”. Este artículo tendrá un enfoque cualitativo y un diseño de caso porque busca analizar el entendimiento de las percepciones, opiniones y (motivaciones) de los consumidores hacia una campaña publicitaria. Las entrevistas individuales con una guía de indagación semi estructurada permiten recoger las interpretaciones puntos de vista y cualidades percibidas de la marca a través de la campaña.
This investigation seeks to understand the perception of a sample of young university students of the qualities surrounding Green advertising through a greater understanding of qualities of Green advertising, environmental concern and the design of green advertising. The research focuses on the brand San Luis and one of its latest campaigns "Be in balance with the planet". This article will have a qualitative nature which seeks to strengthen the understanding of the perceptions, opinions, and qualities received from the sample of consumers interviewed towards the campaign through the use of semi-structured interviews which allow to know the interpretations on the trend as well as express the points of view and qualities perceived the interviewees to be in contact with the campaign.
Trabajo de investigación

El presente trabajo analiza las percepciones de estudiantes de Epe la UPC respecto a la campaña “Los verdaderos depredadores” de National Geographic en Facebook. La publicidad se adapta a temas sociales, uno de ello es la publicidad ambiental, la cual lleva a las personas a tomar conciencia sobre los problemas ambientales que afecta al país. Además, resulta importante tenerla en cuenta para llevar prácticas sostenibles y sobre todo para cuidar el medio ambiente. A pesar de su gran importancia, la publicidad social suele tener desafíos como la actitudes negativas, comunicación saturada y la indiferencia. Este trabajo, tiene paradigma interpretativo, metodología cualitativa con enfoque estudio de caso. Su muestreo es no probabilístico y de conveniencia, y la técnica empleada para la recolección de datos son las entrevistas semiestructuradas.
This work analyzes the perceptions of students from EPE UPC regarding National Geographic “The real predators” campaign on Facebook. Advertising is adapted to social issues, one of which is environmental advertising, which leads people to become aware of the environmental problems affecting the country. In addition, it is important to take it into account to carry out sustainable practices and especially to take care of the environment. Despite its great importance, social advertising often has challenges such as negative attitudes, saturated communication and indifference. This work has an interpretive paradigm, qualitative methodology with a case study approach. Its sampling is non-probability and convenience, and the technique used for data collection is semi-structured interviews.
Trabajo de investigación

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

The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on November 18, 2009). Thesis advisor: Dr. Glenn Leshner Includes bibliographical references.

In 2016, it is no longer possible to deny the existence of global warming and its harmful effects on our planet and the environment. Not only experts, but also consumers, have become increasingly concerned about the environment. This increased awareness and concern has increased consumers’ interest in purchasing environmentally friendly food products, and has caused companies to focus on programs intent on reducing their environmental impact and helping the environment. Companies have introduced more environmentally friendly food products, accessible on a large scale, and have changed their communication to focus more on green products and green product attributes. Scandinavian countries have some of the largest numbers of organic food consumers in Europe and the world, with the Swedish organic food industry measuring the highest growth rate in organic food sales in 2015. Therefore, this study focuses on the Swedish green food industry. A major way for companies to make consumers aware of their available environmentally friendly food products is through green advertising. An increasingly frequent problem, however, is that consumers tend to distrust these green ads. They have knowledge of green washing practices and misleading information in green advertising. In this thesis, the relationships between green consumerism, green washing and green advertising skepticism were investigated. The potential relationship between demographic factors such as gender, age, income and level and area of study, and green advertising skepticism were tested as well. A research model with three main hypotheses was used in this thesis. The results showed a significant relationship between green consumerism and green advertising skepticism when green washing was a moderator. There was also a significant negative relationship between attitude towards green products and green advertising skepticism and a positive relationship between environmental concern and green advertising skepticism. There existed no significant relationship between the tested demographic factors and green advertising skepticism in the Swedish green food industry.

Thesis (M.A.)--University of Missouri-Columbia, 2008.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Vita. Includes bibliographical references.

Does the choice of a medium, by which a company’s advertising message is carried, communicate something about that company’s commitment to act responsibly towards the green environment? Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful? If so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection? Driven by such questions, and by way of an experiment, secondary data analysis, interviews and surveys this thesis explores green media selection and its impact on communication effectiveness from the consumer’s and marketing manager’s perspective. Building on theories of advertising planning and media selection the thesis contributes with four empirical studies to increase the understanding of green advertising media and how consumers’ eco-harmful media perceptions impact communication effectiveness. The findings shed light on the importance of taking the green environmental aspect into account when practitioners select advertising media. This is particularly valid for companies that are committed to act responsibly toward the green environment, by for instance having documented green environmental policies, and wish to be associated as such through their brands and marketing communication thereof.

Diss. Stockholm : Handelshögskolan, 2013

After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected business leaders with experience in advertising green products were supplemented with a review of documentation. Yin's 5-step analysis guided the coding process of participants' responses, and member checking was used to validate the transcribed data. The major themes of the study revealed strategies used in green advertising. The themes that emerged from the research include usage of social media, understanding behaviors of green consumers, and expectations of the emerging millennial generation. The implication for positive social change is the potential for increased environmental awareness that could positively affect the environment and improve effectiveness for companies that sell green products.

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.

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.

Kommunikationsbyråerna intar nyckelpositioner i dagens marknadsekonomi där det läggs en stor tilltro i den enskilda individens rationella förmågor. Reklamen bemöts med mycket kritik men anses ändå vara ett kommunikationsmedium som kan säkerställa att de utbyten som sker på konsumentmarknaden verkligen är miljömässigt värdeskapande för de parter som ingår i utbytesprocessen. Studien bygger på kvalitativa samtalsintervjuer med personer på åtta olika kommunikationsbyråer i Sverige. Studien redogör för byråernas insyn i kundföretagen och de intervjuades åsikter och värdegrund i miljöfrågor. Byråerna har överlag interaktiva och långvariga kundrelationer som både säkerställer en god insyn i det beställande företaget. Avsaknaden av interna riktlinjer rörande etiska och miljörelaterade frågor i marknadskommunikationen som utarbetas är dock en faktor som medför att synsätten kring detta är individuellt förankrade och endast existerar informellt mellan de anställda. Detta innebär att de som utformar kommunikationen har ett stort ansvar för att på ett objektivt vis avbilda företag och produkter för att på så vis sända korrekta signaler till konsumenterna på marknaden.
Communication agencies occupy key positions in today's decentralized market economy, where as there is great confidence in the individual's rational abilities. Advertising is met with much criticism but is still considered to be a form of communication that can ensure consumer market exchanges to be really environmental value creative for the parties involved in the exchange process. The study is based on qualitative interviews with people from eight different communication agencies placed in Sweden. The study describes the agencies insight in client companies and the respondents views and values on environmental issues. The agencies generally have interactive and long-term customer relationships that both ensure a good working process and enable a transparency of the ordering company. The lack of internal guidelines regarding ethical and environmental issues in the marketing communication, that they create, is one factor that causes the views to be individually anchored and which only exists informally between the staff. This means that the people who design the communication has a great responsibility to provide an objective way depict companies and products in order to send the correct signals to the consumer market.

Situated at the intersection of global media studies and environmental communication, this dissertation is a comparative study of environmental advertising in the U.S. and China. I employ a combination of semiotic, psychoanalytic, and historical methods to read Chinese and American environmental advertisements in order to interpret the structures of desires that motivate (or fail to motivate) green consumption in these two cultures. As the world's two largest consumer economies, China and the U.S. are both key contributors to the exhaustion of global resources and the pollution of the world environment and, thus, are crucial in deciding the future of the global environmental movement. I look into green consumerism, a popular cultural phenomenon in both the U.S. and China, and examine its efficacy in motivating public participation in environmental affairs. In particular, I select advertisements as unique artifacts of the consumer culture and read them as symptoms to interpret the structures of desires that underlie two strands of dominant green discourse. Named by Raymond Williams as the "magic industry," advertising is often denounced as an omnipotent machine that manufactures mass desire and dictates collective behavior. I, however, explore the cultural and historical differences that perturb the effectiveness of advertising and generate possibilities for local resistance during the global spread of green consumerism. My analysis shows that while most American green ads use images of harmony to appease a deep apocalyptic fear aroused by radical environmental rhetoric, the Chinese culture lacks the apocalyptic tradition and only responds to green ads that appeal to national pride and the desire to emulate the West. Moreover, heavily influenced by Confucianism, Taoism, and Maoism, the Chinese view the relations between humans and nature, individual and collective, subject and authority differently from the Americans. These views shape the ways the Chinese perceive and react to environmental dangers and lead to a significant disjunction in the understanding of "green" between China and the U.S. By acknowledging these cultural, ideological, and historical differences, this dissertation investigates the international struggles for hegemony underlying the green consumerist movement and explores the conditions under which global environmental alliance can be established.

In the light of a market that showcases increased hesitation and skepticism over green marketing and environmental communication, is the necessity of a well executed corporate communication greater than ever. What can be seen on the market is corporations that are unintentionally using motive greenwashing as a tool for attracting and persuading consumers to favour the corporations image. Prior research within green marketing has put a large focus on greenwashing in product context and the effects of it on consumer behaviour. In this study greenwashing is examined in a communication context and its effect on different aspects of consumer behaviour and attitude.

Being perceived as a sustainable brand by customers is becoming increasingly more important for companies. This has resulted in that more companies are communicating what actions they take to be more sustainable. Companies also utilize symbol and labels to signal suitability on products and services. As a result of insufficient regulations for how sustainability may and may not be marketed, customers are presented with a high number of exaggerated and false sustainability claims. Therefore, customers find it difficult to orient themselves among all the sustainability information. Also, companies are struggling to stand out and convince customers that theirsustainability information is true. In addition, it is difficult to change existing customer attitudes, which makes it difficult for companies that want to change negative perceptions of sustainability. To make it easier for customers to orient among all information, the EU Commission has developed new directives concerning greenwashing. However, this has further complicated the marketing and communication of sustainability, both internally and towards consumers. This study has examined success factors for signaling sustainability to be perceived as a sustainable brand by customers, as well as how to avoid greenwashing. The study was conducted using multiple-case studies in three different industries with a total of five respondents. The industries were transport, food producing companies and food retailer. Furthermore, three experts in brand strategy were interviewed. The study shows that companies can take initiatives internally as well as develop external signals related to sustainability in order to increase their perceived level of sustainability among customers. Internally, is it important that the company has sustainability as a natural part of the brand. If sustainability is streamed through the entire organization, the customer will perceive that the company possess a high level of sustainability. Furthermore, companies need to define what sustainability entails internally and establish ambitions and goals. Knowledge about society's and consumers' views and definition of sustainability is beneficial when sustainability is to be marketed. Also, it is important to be transparent about how sustainable the company actually is. With regard to the external signals,  storytelling proved to have a major impact on consumers' perception of sustainability. Sustainability information that is transparent is more likely to be perceived as authentic and has a positive effect on consumers' perception of sustainability. A larger number of decimals in numerical sustainability information can be perceived as more credible among consumers who are familiar with a company and less so among those who are unfamiliar. The use of third-party symbols and climate compensation should be seen as a complement, as it has less of an impact on consumers' perception of a company's sustainability. By creating a uniform definition, ambitions and goals around sustainability and transparently communicating it to everyone within the company, the risk for greenwashing will be reduced. Furthermore, it is important that all marketing of sustainability is reviewed by experts, for example through close collaboration between the sustainability department and the marketing department.
Att uppfattas som hållbara blir allt viktigare för företag. Följden av detta är att allt fler företag kommunicerar sina åtaganden för att bli mer hållbara. Företag applicerar även symboler och etiketter som ska signalera hållbarhet på produkter och tjänster. En konsekvens av bristen på tillräckliga regleringar för hur hållbarhet får och inte får marknadsföras är ett högt antal överdrivna och falska hållbarhetspåståenden. Konsumenter har därför svårt att orientera sig bland all information. Företag kämpar med att sticka ut och övertyga konsumenter om att information som berör hållbarhet är sann. Dessutom är det svårt att förändra befintliga attityder, vilket försvårar för de företag som vill förändra negativa hållbarhetsuppfattningar. För att underlätta för konsumenter har EU kommissionen utvecklat nya direktiv för greenwashing (grönmålning enligt EU kommissionen). Det har komplicerat marknadsföring och kommunikation av hållbarhet ytterligare, både internt och gentemot konsument. Denna studie har undersökt framgångsfaktorer för att signalera hållbarhet och därigenom uppfattas som ett hållbart företag av konsument, samt hur man undviker greenwashing. Studien genomfördes genom fallstudier med fem respondenter inom tre olika branscher. Branscherna var transport, matproducerande företag och dagligvaruhandel. Vidare intervjuades tre experter inom varumärkesstrategi. Studien visar att företag kan ta initiativ internt samt utveckla och effektivisera externa signaler som rör hållbarhet för att öka sin uppfattade nivå av hållbarhet hos konsumenter. Internt är det viktigt att företaget har hållbarhet som en naturlig del i företaget. Om hållbarhet genomsyrar hela organisationen ökar chansen för att konsumenter vid varje möte med företaget får en positiv hållbarhetsuppfattning. Vidare behöver företag definiera vad hållbarhet innebär internt samt etablera ambitioner och mål kring hållbarhet. Att ha samhällets och konsumenters syn och hållbarhetsdefinition i åtanke kan vara gynnsamt när hållbarhet ska marknadsföras. Det är också viktigt att vara transparant internt med hur hållbart företaget är. Vad gäller de externa signalerna visade sig storytelling kunna ha stor inverkan på konsumenters hållbarhetsuppfattning. Hållbarhetsinformation som är transparent har större sannolikhet att uppfattas som autentisk och påverkar konsumenters uppfattning av hållbarhet positivt. Ett större antal decimaler i numerisk hållbarhetsinformation kan uppfattas som mer trovärdigt bland konsumenter som är bekanta med ett företag och mindre bland de som är nya. Användandet av tredjepartssymboler och klimatkompensation bör ses som ett komplement, då det har mindre inverkan på konsumenters hållbarhetsuppfattning av ett företag. Genom att skapa en enhetlig definition, ambitioner och mål kring hållbarhet och transparant kommunicera det till samtliga inom företaget så minskar det risken för greenwashing. Det är dessutom viktigt att all marknadsföring av hållbarhet granskas av experter, förslagsvis genom nära samarbete mellan hållbarhetsavdelning och marknadsföringsavdelning.

Environment Canada's Environmental Choice Program (ECP) was officially announced in June of 1988. Its purpose is to help consumers find products and services that reduce the burden on the environment. Companies can apply to have a product certified with the EcoLogo where appropriate guidelines exist. The EcoLogo symbol takes the form of three doves intertwined into a maple leaf with the accompanying words: "Environmental Choice". A 1994 poll conducted for the ECP found that only 37% of Canadians have some level of either aided or unaided awareness of the EcoLogo (Environics Research Group Limited, p.10). The purpose of this thesis is to investigate how consumers think about and respond to the EcoLogo in the hope that the insights gained will be used to tailor the program to better inform consumers. Specifically, answers are sought to three research questions: 1) are there any consumer characteristics that help explain low recognition of the EcoLogo, 2) what is consumer understanding of the EcoLogo, EcoLogo products and the EcoLogo Program, and 3) what do consumers need to make the EcoLogo program a credible source of environmental information to act on. The methods used to investigate this topic included two focus groups, forty structured interviews, inquiries to relevant programs and a library search. Three consumer traits were found to be impediments to consumer recognition of the EcoLogo: the frequency with which consumers comparison shop, the detail to which consumers read product labels, and overriding consideration for non-ecological product traits. Consumers understand the EcoLogo represents a connection with the environment; however, they lack the knowledge that the Canadian government is responsible for the EcoLogo. Consumers need additional help in three areas: understanding the environmental information found on products, accessing information that gives the EcoLogo credibility, and accessing information about quality, performance and safety of EcoLogo products. These are referred to as "unheard messages". A three step recommendation process i s made to the ECP. First, licensees should be informed of all relevant research results. Second, the EcoLogo should be made more prominent on products. Third, additional efforts should be made to communicate the three unheard messages.

碩士
國立高雄大學
經營管理研究所
97
As environmental concerns develop and diffuse throughout society, advertisers are interested in developing green messages and targeting green consumer segments. Advertisers also have relied on emotional appeals to try to form and change attitudes and to convince consumers to purchase products. This paper discusses the optimal way for information presented in an advertisement for green marketing programs. An experiment of 2 (issue proximity: high vs. low) 2 (guilt appeals: guilt appeals vs. non-guilt appeals) factorial design is conducted to explore green advertising effectiveness for consumers with different levels of environmental involvement. The results indicate that using an issue with high proximity and guilt appeals on green marketing advertising enhances advertising effectiveness. The results reveal that participants in an issue with low proximity condition, guilt appeals would show more effective than non-guilt appeals. On the other hand, no differences between the effects of non-guilt appeals and those of guilt appeals in an issue with high proximity condition. More interestingly, the aforementioned influences differ from consumers with low environmental involvement. Focusing on low-involved consumers, an issue with high proximity is more effective under guilt appeals condition than those under non-guilt appeals condition. Managerial implications for green marketers and suggestions for future research are discussed.

In light of recent online marketing tactics, it is interesting to understand what contributes to a positive consumer evaluation of green fashion when shopping online. This dissertation examines whether advertisements, which use storytelling content, have a more positive effect on consumer evaluations compared to non-storytelling advertisement content when shopping for green fashion online. An experimental study was conducted to test for the impact of the type of online advertising message (storytelling versus non-storytelling) on consumers’ evaluation of green fashion advertisements - advertisement appeal, trust, product purchase intention, brand purchase intention, and willingness to pay. Additionally, the time spent on the evaluation of the advertisements was tested as a moderator on this relationship. The mediation effect of the informational value provided by the storytelling advertisement was further tested when analyzing the relationship between the type of online advertising message and consumer evaluation. Overall, findings show that an online advertising message that uses storytelling has a greater impact on consumers’ evaluation of green fashion advertisements versus one that employs no storytelling. Findings also demonstrate that the informational value of the storytelling advertisement fully mediates the relationship for all consumer evaluation factors. Yet, the time invested in the evaluation of a storytelling advertisement does not play a significant moderating role on the evaluation of the online advertisement.
À luz das recentes táticas de online marketing, é relevante compreender o que contribui para uma avaliação positiva sobre green fashion por parte do consumidor ao realizar compras online. A presente dissertação examina se, anúncios que recorrem à narrativa de histórias, têm um maior efeito positivo nas avaliações dos consumidores ao comprar produtos de green fashion, em comparação com anúncios que não recorrem à narrativa. Um estudo experimental foi realizado para testar o impacto do tipo de mensagem de publicidade online (narrativa de histórias versus sem narrativa de histórias) na avaliação por parte dos consumidores de anúncios de green fashion – atratividade do anúncio, confiança, intenção de compra do produto, intenção de compra da marca e disponibilidade para pagar. Adicionalmente, o tempo gasto na avaliação dos anúncios foi testado como moderador dessa relação. O efeito da mediação do valor da informação fornecida pelo anúncio de narrativa de histórias foi, também, testado ao analisar a relação entre o tipo de mensagem do anúncio online e a avaliação por parte do consumidor. No geral, os resultados indicam que, uma mensagem de publicidade online que usa narrativas tem maior impacto na avaliação dos consumidores de anúncios de green fashion, do que uma que não recorre a narrativas. Os resultados sugerem, ainda, que o valor informativo do anúncio de narrativa medeia totalmente o relacionamento para todos os fatores de avaliação do consumidor. No entanto, o tempo investido na avaliação de um anúncio de narrativa, não desempenha um papel moderador significativo na avaliação do anúncio online.

碩士
國立嘉義大學
企業管理學系
100
The propose of this study is to investigate the product attributes and advertising appeal for consumers’ purchase intention to green all in one product. Secondly, we attempt to figure the influence of consumers’ purchase intention under different advertising appeals trigger for different green product attributes. And investigate whether the consumers have the environment protect commitment have the moderate effect. In this study, a formal experiment 2 (green product attributes: utilitarian, hedonic) × 2 (advertising appeal: rational, emotional) design, and verify "green product attributes" or "advertising appeal" by the environment protect commitment of moderate. We arrive at the following 4 conclusions from the theoretical developments and experimental result. (1) consumers' purchase intention in green hedonic products is significantly higher than utilitarian green products. (2) The rational advertising appeal and emotional advertising appeal have no significant effect on purchase intention. (3) in terms of advertising appeal trigger demands of the rational situation or emotional situation , consumers' purchase intention in green hedonic products is significantly higher than utilitarian green products. (4) The environment protect commitment has the interference effect to green product attributes and purchase intention. These findings will help the company to promote green products in the future, a better understanding of customer demographics.

碩士
國立雲林科技大學
企業管理系
107
Green advertising has been researched and strengthened by scholars recently. However, the evidence that many green ads are often misleading or doubtful to consumers. As a result, consumer attitudes toward green advertising are reduced. The purpose of this paper is to assess the difference in consumers attitudes toward green advertising contains messages claim and endorser participation for green products in Vietnam market. A conceptual framework was developed based on previous studies investigating the relationship among message claim (vague claim, false claim) and endorser (celebrity, expert) to compare attitude toward advertising of consumers. Environmental concern and environmental knowledge are considered moderator variable impacting on attitude toward advertising. A survey was conducted with 462 participants who live in Hanoi, Vietnam. Online questionnaires were used to collect the main data. The results of study 1 and 2 revealed advertising containing a claim message or participation of endorser appeal to consumers more than unused ads. Moreover, consumers feel more comfortable with messages containing vague claim than with false claim. The result of study 3 showed that in advertising with the combination of messages claim and endorser, vague claims minimize negative attitudes towards greenwashing advertising stronger than false claim. In addition, for consumers with high environmental knowledge or high environmental concerns, their attitude toward green advertising contain vague claim more positive effect than false claim. In contrast, there is no difference between vague claims and false claims in attitudes towards green advertising for consumers with low environmental knowledge or low environmental concerns. This is clearly shown in the results of study 4.

Television contributes to social learning. Most people believe in supporting the environment yet high-polluting, gas-guzzling SUVs and trucks are the most popular vehicles purchased by Americans. The literature supports the view entertainment television talks very little about the environment and the causes or solutions to pollution. Television informational programming rarely reports on environmental issues and may actually vilify the environment by emphasizing natural disasters, storms, etc. Some informational programs trivialize nature. Into this milieu, ubiquitous ads trumpet the automobile as a means to access and dominate nature. Mobility and the status of owning an automobile are lifestyle values advanced by the Dominant Social Paradigm and its cultural arm, television. The automobile is the most advertised product in history. Manufacturers have made automobiles an integral part of the American lifestyle by placing automobiles prominently in cultural products such as movies, songs and television shows and supporting the products with billions of dollars in advertising. For over 100 years, ads portrayed the automobile as a means to access and dominate nature, a form of status and an integral component of the American Dream. This project documents the role of automobiles and mobility in popular culture through a cultural history of the automobile. A content analysis of 200 automobile commercials was conducted to investigate natural images in television ads. Finally, focus group research was used to hear discourses about automobiles, the environment and automobile advertising. Americans privilege mobility. The role of the automobile in American society and culture is quite salient. Although people articulate concern for the environment in the abstract, the root causes of these problems do not seem apparent to most people. Immediate action or action by individuals to address environmental problems is not critical. There is considerable faith that technology, industry or the government will solve environmental problems before they impact lifestyle. Industry causes pollution, not people or the consumerist lifestyle.

碩士
東海大學
高階經營管理碩士在職專班
106
The main purpose of this study is to explore whether the awareness of environmental attitude will affect the purchase intention of green products in the process of green products purchasing. Moreover, using the rational and emotional appeals of green advertising, the positive and negative appeals of health advertising, and emotional appeal of green advertising combining positive appeals of health advertising as interference effect. Then proceeding to verify whether the interference effect will strengthen the environmental attitude, and affect the purchase intention of green products for consumers. There have been many studies related to green consumption and advertising demands, although green advertising appeal has been the main focus of many studies, but for rational and emotional demands, positive and negative demands of advertising, there are less relevant researches about consumer impact on the purchase intention. Therefore, this article uses the environmental attitude on purchase intention of consumers as the main axis, and four hypotheses which is accorded to studies of the literature. In this study, 250 college students and graduate students were invited as the object of this study. Using four different advertising demands as the substance of the questionnaire, the results show that: environmental attitude has a positive impact on the purchase intention. Rational advertising appeal, positive advertising appeal, advertising appeal with both rational and positive demands, have all positive impact to strengthen the environmental attitude on the purchase intention. Finally, according to the proposed research discussion, research contributions and research constraints from the research results, this research paper expects to provide reference value for future researches and practical applications of the relevant academic fields.

碩士
朝陽科技大學
企業管理系
104
This study aims to examine the impact of country-of-origin and environmental advertising appeal of the green product on its purchase intention, perceived quality, perceived price and degree of liking. These two factors were tested through an experiment with environmental advertisements for green motorbikes originated in Vietnam Market. The finding of this study conducted in Hanoi, Ho Chi Minh City and Thai Nguyen City, Vietnam, unveils a significant effect on the communication effectiveness of green advertisement found in both environmental appeal types and country-of-origin eco-friendly image. Moreover, the remarkable impact on effectiveness was also asserted by two factors in combination. Besides, no matter what environmental appeal types are in use, the advertisements with eco-friendly country images facilitate higher effectiveness than those with eco-unfriendly country images. It is suggested the government or the authority should pay more attention on green development as indicated in our findings. Otherwise, the product’s images and sales may be impaired by an eco-unfriendly country image.

碩士
國立交通大學
經營管理研究所
99
The environmental issues have caught increasing attention in recent years. Therefore, corporations invested in green advertising to attract the consumers with higher interested in environmental health, eco-efficient lifestyles and green products. Previous research about green advertising often concentrated on consumer’s benefits, executional framework, or leverage point. However, little literature has focused on the types of green advertising message elements. This study refers to the model applied to green advertising, and sorted Starbucks’ green advertising into three types of message elements on the basis of product life cycle, which are “ethical sourcing” message, “energy & water saving” message, and “recycling” message. The objectives in this study are to examine the differences among three types of advertising message elements and the difference between with and without price discount for pro-environmental behavior on a firm’s green brand equity and consumer’s purchase intention. In addition, green trust is also included in this study as a moderator. In this study we conducted a survey, comprised of scenario with six conditions regarding three types of advertising message elements and with/without price discount for pro-environmental behavior. There are 920 valid samples from college students in Taipei. The quantitative analysis results of multivariate analysis of variance (MANOVA) reveal that both message elements main effect and price discount main effect were statistically significant. In addition, the moderating effects of green trust were significant when certain circumstances are given, which are ethical sourcing message and with price discount for pro-environmental behavior. To conclude, this study provides some advices for marketers about how to utilize different types of advertising message elements and price discount policy for pro-environmental behavior to increase a firm’s green brand equity and consumer’s purchase intention while considering different levels of consumer’s green trust.

碩士
朝陽科技大學
企業管理系
104
This study is to explore the impact of country of origin (COO) and environmental advertising appeal on purchase intention, perceived quality, perceived price and degree of liking of Vietnamese consumers. Data was collected from Vietnamese in three cities of Vietnam - Hanoi, Quang Binh and Ho Chi Minh city. There was a total of 300 Vietnamese subjects participating in the main study. According to the result, we confirm that environmental appeal types and country-of-origin eco-friendly image both exert a significant main effect on the communication effectiveness of green advertisement. In addition, the results also reveal that these two factors in combination exhibit a significant interaction effect on the effectiveness. This study was conducted in Vietnam which was one of the emerging markets in Asia at the time. In order to generalize these results, incorporating more representative countries in Asia and other eco-friendly products would be necessary. It would also be valuable to adopt a longitudinal perspective on effectiveness of environmental advertisements under the same situational settings, and helpful to understand the changes in consumers’ perceptions.