訊息框架對消費者評估環保產品屬性之影響

Abstract

近年來環保意識的抬頭，許多廠商相中綠色消費的淺力，於是推出許多與環保有關的產品，但環保產品的購買意願卻沒有明顯的提升，因此環保產品的廣告在這時則扮演重要的角色，過去的文獻也提出許多有關廣告訊息改善消費者的研究，但卻較少針對環保產品加以探討，因此本研究希望利用不同的產品資訊，提升消費者對環保屬性的評估，進而提升對於環保產品的偏好。本研究採用實驗設計的方式，發現消費者在比較類型的產品資訊下，消費者對產品的環保屬性與偏好評估較高，且發現比較類型的廣告訊息可以誘發消費者的調節焦點，使消費者在不同的比較訊息下，正面比較訊息的廣告會使消費者對於環保屬性及偏好的評估較高，此顯示比較類型的框架可使消費者評估環保產品上出現影響。

Due to the growing of Environment- awareness recently, many factories observe the potentiality of green consumption. They produce a lot of environment-friendly products. Nevertheless, consumers’ willingness-to-pay has not been obviously raised. To promote the green products, the advertisement plays an important role in this. As a matter of fact, the past references have demonstrated plenty of research about how ad message can be able to change consumer preference, while little research has been seen to explore the entity of environment-friendly product itself. For this reason, we proposed that using different types of product information may influence consumers’ evaluations of green products, therefore realizing which information framing might enhance the preference. The results showed that when participants are in a product information-comparing scenario, they preferred the environment -attribute information. Moreover, we found out that the comparative advertising message might trigger consumers’ promotion focus, making them prefer green product more in the positive information framing. This implies the comparative information framing may influence consumers’ evaluation on green ptoducts.