Environmental problems have been the globally emphasized issue in past years, and green movement has been regarded as an important social movement. The production and consumption model therefore should take the future development of environment into account. In face of humans’ environmental problems, it is essential to establish green marketing. It is generally considered that advertisement could effectively highlight product attributes and attract consumers’ interests to have consumers agree with the profits appealed to advertisement. To benefit the sustainable development of the entire environment, consumers’ attitudes towards and behaviors on green products should be comprehended to have consumers agree with the appeal to advertisement and achieve the marketing objective. Unintended audience in Taiwan, as the research objects, is randomly sampled in northern, central, and southern areas. Total 360 copies of questionnaire are distributed, and 241 valid copies are retrieved, with the retrieval rate 67%. The research results show 1.positive and significant effects of green advertising design on purchase intention, 2.positive and remarkable effects of environmental attitude on green advertising design, and 3.positive effects of environmental attitude on purchase intention. Suggestions are further proposed according to the results, expecting to enhance the marketing performance of green advertising design, allow consumers agreeing with the profits appealed to advertisement, and benefit the sustainable development of the entire environment.
|Number of pages||7|
|Publication status||Published - 2018 Jan 1|
All Science Journal Classification (ASJC) codes
- Ecology, Evolution, Behavior and Systematics
- Nature and Landscape Conservation