Consumers’ perception on product green information: The moderating role of amoral manipulation.

• Main Authors: Lin, Hung-Ming, 林鋐明
• Other Authors: Su, Wei-Chieh
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/67p85q

碩士 === 國立政治大學 === 國際經營與貿易學系 === 107 === Recently, people’s consciousness of environmental protection has gradually risen as well as cared about the products we use are environment friendly or not. In addition, people would take environmentally friendly into consideration, not just price and functions. Moreover, some environmentally friendly products appear because of the law of environment, and the sales volume is great. For example, Taiwan government regulated that stores cannot provide free disposable plastic bags, which lets environmentally friendly sleeves to appear. Then, more and more stylish sleeves appear and some famous brand started launching sleeves, which struck the chord. Companies were aware about that and discuss using green marketing as the tools of marketing in order to communicate the green information to consumers to let them know this product is environment friendly. However, due to the budget and the availability of advertisement, companies would put green information and others in one advertisement. Under this circumstance, people would whether percept the green information or not. And, the degree of perception would be moderated by amoral manipulation or not. The purpose of this thesis is to discuss consumers’ perception on product green information and the moderating role of amoral manipulation after watching the advertisement. I would propose two hypotheses: one is people would think the advertisement which has green information is more environmental friendly than the advertisement which doesn’t have green information. Another is people’s perception on product green information would be moderated by amoral manipulation. Specifically, those who are high degree of amoral manipulation would tend to lie and not totally accept the information that companies want to communicate. I invited and interviewed 136 undergraduate and graduate students as the participants, and then analyzing the results of interviewing by independent sample T test and the model 7 of Hayes (2013) PROCESS. The empirical result shows that people would think the advertisement which has green information is significant more environment friendly than the advertisement which doesn’t have green information. And, people’s perception on product green information would significant be moderated by amoral manipulation. Besides, those who are high degree of amoral manipulation would significant tend to lie and not totally accept the information that companies want to communicate.