The Effects of Collectivism and Karma on Green Marketing Appeals

• Main Authors: KE, NIAN-TING, 柯念廷
• Other Authors: JAW, CHYI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/stxuat

碩士 === 國立雲林科技大學 === 企業管理系 === 105 === Consumers are increasingly engaging in socially aware consumption, are demanding ethical options, and will punish companies promoting unethical goods, that the concept of "Green Marketing" is derived from these conditions. In this concept, how do we able to determine when appeals will be most effective and when they can lead to unfavorable effects. Notably, although benefit appeals, descriptive appeals, and injunctive appeals are commonly used in examinations of prosocial behaviors, research has rarely compared them within the same study. Thus, our study focuses on the effects of collectivism and karma on green marketing appeals. After research reviewed, we propose that the appeal type contains benefit appeals, descriptive appeals, and injunctive appeals to examine the effect of collectivism and karma. This study has two experiment structure and the study use website to do experiment. Study1 is 3 (appeal type: benefit appeals/descriptive appeals/injunctive appeals) × 2 (collectivism: high /low) factorial design. Sstudy2 is 3 (appeal type: benefit appeals/descriptive appeals/injunctive appeals) ×2(karma: strong beliefs/weak beliefs) factorial design. The study discusses the direct effect and moderated the effect of consumer purchase intentions. The study uses analysis of ANOVA to test the hypothesis. The results show that appeal types can affect consumers’ purchase intentions directly; the other findings support that the relationship of collectivism as a moderator between appeal type and consumer purchase intentions. In Study 2, we focus on "Karma", further explore how appeals affect consumers’ purchase intentions on green products/services.