消費者對不同綠色廣告之廣告態度研究-以臺北市三所國立大學學生為例

Abstract

進幾年來,隨著環境污染情形日益嚴重,消費者環保意識抬頭,有愈來 愈多含有環保議題的綠色廣告相繼出現.然而面對今日與日俱增的綠色廣 告,不同的廣告種類,不同的產品類型以及消費者自身的因素如何去影響消 費者廣告態度的研究卻不多.本文擬透過實驗設計的方式,由研究者設計不 同種類的綠色廣告,再分別測試受測者面對不同種類廣告時,是否會有不同 的品牌回憶率,圖片以及文字回憶率,廣告態度,產品態度以及購買意願.研 究結果顯示,在四類綠色廣告中,受測者的品牌回憶率及購買意願沒有顯著 差異;但受測者在圖片以及文字回憶率,廣告態度及產品態度則有顯著差 異.差異的情形分別敘述如下: 1.就圖片及文字回憶率而言,"產品導向"的 廣告優於"環境導向"的廣告. 2.就廣告態度以及產品態度而言,"環境導 向"的廣告優於"產品導向"的廣告.而這傾向受到產品類別的影響,在便利 品上的差別更於選購品. In recent years,along with the increasing serious problems of environmental pollution and the awareness of consumers' environmental protection getting up ,there comes more and more green advertisements with environmental protection issues. However, with the increase of green advertisement,researches on how diverse kinds of advertisement,different product types and factors of consumer themselves affect their attitudes toward advertisement are very rare. This research,conducted by the method of experimental design, is intented to find out whether there are different brand recall rates,picture and character recall rates,attitudes toward advertisement ,product attitudes andpurchase intent when samplers face different kinds of advertisement. Our results show that among four kinds of advertisements ,there are nosignificant differences in samplers' brand recall rate and purchase intent;but there are significant differeces in samplers' picture and charater recall rate, attitudes toward advertisement and product attitudes.The differences are stated individually as follows:1.Samplers have higher scores of picture and character recall rate on the " product-oriented" advertisement than on the "environment- oriented" ones.2.Samplers have higher scores of attitudes toward advertisement and product attitudes on the "environment- oriented" advertisement than on the "product -oriented" ones. This intent is affected by different product types while that on convenient goods is higher than shopping goods.