廣告訊息要素與環保價格折扣對綠色品牌權益及購買意願的影響──綠色信任的調節作用

Abstract

環保問題是社會上普遍重視已久的議題，關心環保的消費者愈來愈多，企業因此紛紛投注在社會責任和環境管理上，並透過環保的廣告宣稱來吸引綠色消費者。過去許多綠色廣告的研究中，大多關注在產品對消費者的利益、綠色廣告的呈現框架、或訴求的方式，較少針對綠色廣告訊息要素本身。 本研究以星巴克的環保廣告為例，將廣告訊息要素以產品生命週期為基礎，區分為三種，分別是道德採購階段、服務流程的節能省水、以及紙杯的減量與回收處理，檢驗三種類型的訊息要素對綠色品牌權益和購買意願的影響是否有顯著差異。另一方面，現今業者常以鼓勵環保為目標來實施價格折扣，這種價格折扣是否對綠色品牌權益及購買意願有不同的影響效果，亦為本研究所探討的。最後，以消費者的綠色信任為調節變數，瞭解不同程度綠色信任的消費者是否在這些影響效果上呈現差異。 透過3*2的實驗設計，一共發放了920份有效問卷給就讀於台北縣市的大學生，以變異數分析方法來檢驗實驗結果。研究結果發現，不同類型的廣告訊息要素，以及環保價格折扣的有無，都對綠色品牌權益和購買意願產生有顯著差異的效果。另外，將受試者區分為高綠色信任者和低綠色信任者之後，綠色信任的調節作用顯現在一些特定的情況下，分別是訊息要素是道德採購的情況下，以及有環保價格折扣的情況下。 最後，本研究結果希望能在咖啡連鎖產業中提供一些建議，像是在綠色廣告中訊息要素如何採用、如何組合訊息要素和價格折扣這兩種策略；並且進一步指出消費者的綠色信任在綠色廣告中所扮演的重要性。

The environmental issues have caught increasing attention in recent years. Therefore, corporations invested in green advertising to attract the consumers with higher interested in environmental health, eco-efficient lifestyles and green products. Previous research about green advertising often concentrated on consumer’s benefits, executional framework, or leverage point. However, little literature has focused on the types of green advertising message elements. This study refers to the model applied to green advertising, and sorted Starbucks’ green advertising into three types of message elements on the basis of product life cycle, which are “ethical sourcing” message, “energy & water saving” message, and “recycling” message. The objectives in this study are to examine the differences among three types of advertising message elements and the difference between with and without price discount for pro-environmental behavior on a firm’s green brand equity and consumer’s purchase intention. In addition, green trust is also included in this study as a moderator. In this study we conducted a survey, comprised of scenario with six conditions regarding three types of advertising message elements and with/without price discount for pro-environmental behavior. There are 920 valid samples from college students in Taipei. The quantitative analysis results of multivariate analysis of variance (MANOVA) reveal that both message elements main effect and price discount main effect were statistically significant. In addition, the moderating effects of green trust were significant when certain circumstances are given, which are ethical sourcing message and with price discount for pro-environmental behavior. To conclude, this study provides some advices for marketers about how to utilize different types of advertising message elements and price discount policy for pro-environmental behavior to increase a firm’s green brand equity and consumer’s purchase intention while considering different levels of consumer’s green trust.