本研究目的在於探討利己、利他綠色廣告訴求,以及不同的說服文案,對消費者購買綠色產品之矛盾態度、品質認知與價格認知的影響。本研究採實驗法,並利用2(綠色廣告訴求:利己訴求與利他訴求) x 4(說服策略:社會證明、一致性、互惠、權威)之問卷設計,探討是否影響矛盾情結、品質認知、價格認知,以及購買意圖。本研究發現: 一、權威說服策略對於品質認知、購買意圖有顯著正向影響,但相較於其他說服策略,其矛盾情結較低。 二、品質認知對於購買意圖有顯著正向影響。 三、矛盾情結對於購買意圖有顯著負向影響。 根據本研究之結果,建議行銷人員設計廣告文案時,可以將權威說服策略做為內容依據,進而達到較佳的廣告效果。
The purpose of this study is to investigate the effectiveness of different green advertising appeals and persuasive copies on consumers’ ambivalent attitudes, perceived quality and perceived price of green products.We recruited students (N=250) from a university in middle of Taiwan to participate in our experiment that was comprised of a 2 (egoism and altruism appeal) × 4 (persuasion copies: social proof, consistency, reciprocity and authority) factorial research design. Thus, we designed eight advertisements with different combinations of green appeals and persuasive copies for shower cream. The results show that a green ad with an authoritative persuasion copy generates lower degree of ambivalence toward green products, higher perceived quality and higher purchase intention of green products. The higher the perceived quality of green products is, the more consumers are willing to purchase green products. We also found that the ambivalence is negatively related to purchase intention of green products. According to the results, this study suggest that no matter what green appeals are adopted, the authoritative persuasion copy might lead to higher purchase intention of green products.