Misleading Green Advertising- Endorser, Environmental Knowledge and Concern as Moderators.

• Main Authors: NGUYEN QUANG NAM, 阮廣南
• Other Authors: CHEN, CHENG-HSUI
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/948zb2

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.