| Summary: | 博士 === 國立雲林科技大學 === 設計學研究所博士班 === 101 === The human environment is a growing problem, in addition to enhancing green consciousness of the people, the establishment of a green product marketing strategy as a possible method. This study aimed to explore the factors, which is considered to have influential power on advertising effectiveness of green advertising design, to verify the effectiveness of green advertising communication effects. This study adopted the quasi-experiment mode, and conducted two empirical researches by experimental hypothesis, design, operational and verifies the results in four stages. First, in the experimental hypothesis stage sort-out of relevant literature and suggests the influence factor of advertising effectiveness, according to the characteristics of each factor with the relevant literature suggests experimental hypotheses. In experimental design and operation stages, refer to relevant research solutions for between subject factorial designs. There are four kinds and twelve kinds of different experimental conditions to test university students by conducts advertising attitude, product attitude as well as purchase intention for the experimental study.
The results show that green messages impact on advertising effectiveness and not only there was a significant interaction of involvement, green messages and advertising appeal. Among them, the high involvement by rational advertising appeals arising from advertising attitude and product attitude were significantly higher emotional advertising appeals. Low involvement by the emotional advertising appeals and rational advertising appeals arising from advertising attitudes and products attitudes are similar. This study combined marketing with green advertising design to reveal the behavior and reactions of consumers in different contexts, to show green consumption factors that should be considered and viable direction. These results are further discussed as reference for academia and suggestions for future research are also proposed.
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