| Summary: | 碩士 === 國立雲林科技大學 === 設計學研究所 === 107 === With the rapid growth and development of the global economy, people gradually tend to purchase over-packaged necessities. The environment has been severely damaged not only the natural natural disasters and wars but also the biggest impact on the environment is human consumption behavior. In recent years, consumers’ environmental awareness has increased and the demand for green consumption has increased. However, consumers have the desire to purchase green products, but they do not necessarily have actual green consumption behavior. In addition to modifying existing products or developing environmentally friendly products that are less harmful to the environment, companies try to apply such environmental protection claims to their product marketing strategies. “Green advertising” is the most commonly used marketing method in current situation.
This study hopes to understand consumer attitudes towards green consumption and key information factors that improve green consumer behavior and cognition. This study first conducts literature review and discussion with experts. After the content of interview collected and analyzed, four major aspects of focus group interview syllabus formulate. There are corporate image, transportation package, product, product component, and sequentially represent the appropriate focus. The focus group interview with case study of O’right brand green advertising conducts on young people between the age of 20 and 30 years old. Eventually, the study analyzes the key influence factors of consumers from green advertising messages through keynote drafts of interviews.
As a result, this study focuses on two major directions include advertising effectiveness of the four dimensions and consumer green education. The study discusses the factors of concerned green advertising from consumers. The results show that the specific presentation of the company's contribution to the earth and the advertising should be closer to the consumers. Simple and clear with strong environmental effects, the benefits that products bring to consumers and the environment can effectively attract consumers' attention. Meanwhile, true and positive feelings can raise awareness of environmental protection and green products are a factor of environmental considerations. Green avertising needs to be relevant to consumers and results a strong credibility and attractiveness.
Keywords: Green consumption、Green advertising、Consumer behavior、Green product、O’right brand
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