The effect of exaggerated tactic in advertising on purchasing intention to green products－the moderating effect of altruism, egoism, and green involvement

• Main Authors: Yu-fang Huang, 黃鈺芳
• Other Authors: Kuang-wen Wu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/03083164774435406132

碩士 === 逢甲大學 === 國際貿易所 === 99 === Due to the environmental awareness, green marketing is growing. In order to maintain companies’ competitive, enterprises will use different green marketing tactics to attract consumers. Green advertisement is in common use, the advertising media including TV, newspaper, magazine, radio, Internet etc. Furthermore, according to the survey of Nelson, in 2010, the accumulative quantity of advertisement grows 24% in Taiwan, comparing to last year. Tactic of advertising contains different types, and advertisers often use advertising tactic to attract consumers in recent years, however, research which has empirically documented the link between the exaggerated advertising tactic and purchasing intention is scant. Therefore, the aim of this article attempts to explore how tactical advertisement and purchasing intention to green products are related. By integrating customer perspective on the purchasing intention to green products, this study takes the tactic of exaggerated advertisement as external variable to test its relationship with purchasing intention to green products. The study also analyzes altruism, egoism and green involvement as moderate variables to examine if these variables will influence consumer’s intention to purchase green products. This research involved an experiment, comprised of two sets of questionnaires concerning the tactic of exaggerated advertisement and non-exaggerated advertisement, four exaggerated advertisements and four non-exaggerated advertisements. The survey was conducted from December 27th 2010 to January 7th 2011. There were eight intact classes of 338 college students participated in the study. Results of this study showed that exaggerated showed a positive impact on purchasing intention to green products. In addition, altruism, egoism and green involvement also plays an important role in moderating consumer’s intention on purchasing to green products. To conclude, this study may be of importance in explaining the relationship between tactical exaggeration advertisement and purchasing intention to green product, as well as in providing advertiser with as better understanding of how altruism, egoism and green involvement about purchasing intention to green products relate to their advertising strategy use. In addition, researchers can do in-depth analysis about tactical exaggerated advertisement and green products base on these findings in the future.