臺灣博碩士論文加值系統

Due to different backgrounds everyone interprets an advertisement from different perspectives, making it difficult to provide a universal method to advertise environmental information and educate mass markets. Nevertheless, the large growth of ecologically conscious consumers has erected a trend in the market now known as environmental consumerism. This trend of conscious consumerism is the most apparent among the millennial generation.



Outdoor brands, in particular, often evoke nature in their advertising with images of natural landscapes and sounds of chirping birds. Being that outdoor apparel companies create clothing to be worn in natural environments, they are considered to be green by default according to consumer research. However green products often fail to follow up their claims. As the impact of climate change and air pollution continue to become more evident, consumers become more aware of their purchasing behavior - exhibiting prudence when making choices between brands that claim to be green and betrayal towards those who make false claims in exchange for higher profits. As consumer awareness regarding environmental crisis increases, window-dressing non-green products could have major impacts on consumer-brand relationship in the long run if consumers happen to discover that the brand they thought they could trust is polluting the very earth on which they and their family reside.



This research aimed to understand whether or not knowledge of environmental issues influences eco-friendly consumption in Taiwan and if there is a relationship amongst brand, environmental issue, and type of claim being utilized in a green advertisement that influences the reaction of Taiwanese millennial consumers living in Taipei. The results displayed little to no significance between Taiwanese knowledge of environmental issues and their consumption behavior, and very small influential relationships between an advertisement’s brand, utilized environmental issue, claim and its influence on Taiwanese millennials’ reaction towards the ad.

ABSTRACT ..……………………………………………………………………..………

ACKNOWLEDGEMENTS..…………………………………………………………..….

CONTENTS ..……………………………………………………………………………..i

LIST OF FIGURES.……….……………………………………………………………..iii

LIST OF TABLES ..………………………………………………………….…………..iv

CHAPTER 1 INTRODUCTION

1.1 Background ……………….………………………………………………..1

1.2 Aims ………………………………………………..………………..……..5

1.3 Research Methods…………………………………..………..……………..5

1.4 Limitations ……………………………………..…………………………..6

1.5 Research Structure………………………………………………………….7

CHAPTER 2 LITERATURE REVIEW

2.1 Conscious Consumerism..…………………………..………………………9

2.1.1 Environmental Issues Affecting Society.…………….……………………9

2.1.2 Consumer Response to Environmental Degradation…………………….11

2.1.3 Millennial Consumers ……………………….….……………..………. .11

2.1.4 Environmental Actions in Taiwan………….……………………………12

2.2 Purchase Behavior……………….……………………………….………..14

2.2.1 Buying Intentions ………….……………………………………………14

2.2.2 Underlying Values……………………………………………………….14

2.3 Green Advertising …………………………….…………………..………15

2.3.1 Origin……………………………………………………………………15

2.3.2 Evoking Nature ………………..…………………………………….….16

2.3.3 Types of Environmental Advertising Claims……………………………17

2.3.4 Greenwashing..………………………………………………………….18

2.3.5 Consumer Impacts………………………………………………………20

CHAPTER 3 RESEARCH METHODOLOGY

3.1 Study 1: Questionnaire………………………………………….…………22

3.2 Study 2: Factorial Design …..……………………………………..………24

CHAPTER 4 ANALYSIS AND DISCUSSION

4.1 Study 1: Questionnaire …..………………………………………….…….28

4.1.1 Sample Profile of Study 1……………..………………………….……..28

4.1.2 Hypothesis Test of Study 1.……………………………………….…….30

4.2 Study 2: Factorial Design…………………………………………………35

4.1.1 Sample Profile of Study 2……………………………………….………35

4.1.2 Hypothesis Test of Study 2……………………………………….……..35

CHAPTER 5 CONCLUSION AND PERSPECTIVES …………………..….…………43

5.1 Conclusion…………………………………………………………………43

5.2 Perspectives………………………………………………………………..47

REFERENCES .…………………………………………………………………………49

APPENDICES

Appendix A: Questionnaire ..……………………………………………………56

Appendix B; Ads Used In 2x2x2 Factorial Design ……………………………..68

A Brief History of the Modern Green Movement in America - WebEcoist. (2008, August 17). Retrieved December 12, 2015, from http://webecoist.momtastic.com/2008/08/17/a-brief-history-of-the-modern-green-movement/

Alves, I. (2009). Green Spin Everywhere: How Greenwashing Reveals The Limits Of The CSR Paradigm. Journal of Global Change and Governance, II(1). Retrieved December 5, 2015, from http://citeseerx.ist.psu.eduviewdocdownloaddoi=10.1

.1.458. 3293&rep=rep1&type=pdf

Arrigo, Gail, & Puleston (2006). The Environmental Movement in Taiwan after 2000: Advances and Dilemmas. Retrieved July 15, 2016, from http://www.academia.edu /18475265_The_Environmental_Movement_in_Taiwan_after_2000_Advances_

and_Dilemmas_2006

Arvola et al., (2008) Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite, 50 (2) (2008), pp. 443-454

Butow, J. (2014). Sustainability Issues and Strategies in the Outdoor Apparel Brand Industry. Retrieved December 5, 2015, from http://repository.upenn.edu/cgiviewcon tent.cgi?article=1059&context=mes_capstones

Carlson, L., Grove, S., & Kangun, N. (1993). A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach. Journal of Advertising, 22(3), 27-39. Retrieved December 6, 2015, from http://www.tandfonline.com/doi/abs/10.1080/00913367.1993.10673409

Chan & Han (2014). Effectiveness of Environmental Advertising For Hotels.

Services Marketing Quarterly, 35(4), 289-303.

Chan, Leung, & Wong (2006). The Effectiveness of Environmental Claims for Services Advertising. Journal of Services Marketing 20.4 (2006): 233-50.

Chen, T.B. & Chai L.T. (2010). Attitude towards environment and green products: Consumers perspective.Management Science and Engineering, 4 (2), 27-39.

Cherry, M. & Sneirson, J. (2011). Beyond Profit: Rethinking Corporate Social Responsibility and Greenwashing After the BP Oil Disaster. Tulane Law Review, 85(4), 983-1038.

Dagnoli, J. (1991). Consciously Green. Advertising Age, 62(38), 14-14.

Ellen, Webb, & Mohr (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34 (2) (2006), pp. 147–157

EPA History. (n.d.). Retrieved December 7, 2015, from http://www.epa.gov/aboutepa/epa-history

Glass Packaging Institute. 2014 report of The Millennials: A Generation Invested in Health and the Environment. Retrieved from http://www.gpi.org/sites/default/files/GPI-TheMillennials-11%206%2014-FINAL.pdf

Grano, S. Environmental Issues Facing Taiwan. The Brookings Institution. Brookings, 09 Nov. 2015. Retrieved 9 July 2016.

Greendex: 2010 Survey - National Geographic. (2010). Retrieved December 9, 2015, from http://environment.nationalgeographic.com/environment/greendex/2010-survey/

Grunert, S. C., & Juhl, H. J. (1995). Values, environmental attitudes, and buying of organic foods. Journal of Economic Psychology, 16(1), 39-62. doi:10.1016/0167-4870(94)00034-8

Hartmann, P., & Apaolaza-Ibez, V. (2009). Green advertising revisted: Conditional virtual nature experiences. International Journal of Advertising, 28(4), 715-39.

Hutchinson, Wesley & Alba (1991). Ignoring Irrelevant Information: Situational Determinants of Consumer Learning. J CONSUM RES Journal of Consumer Research 18.3 (1991): 325. Web. Apr. 2016.

Liverani, A. (2009). Climate Change And Individual Behavior: Considerations For Policy. Policy Research Working Papers. Retrieved December 8, 2015, from http://worldbank.altmetric.com/details/3917056

Logan, B. (2015, December 08). Eight US states want to ban cars that run on gasoline only by 2050. Retrieved December 25, 2015, from http://www.businessinsider.com/gas-powered-cars-banned-2015-12

Liu, et al. (2012). Sustainable consumption: Green purchasing behaviours of urban residents in China. Sustainable Development, 20 (4) (2012), pp. 293–308

MacDonald, C. P., Ph. D. (2013, October 03). Why Do (or Don’t) Companies Go Green? Retrieved December 7, 2015, from https://businessethicsblog.com/2013/10/03/why-do-or-dont-companies-go-green/

Moisander J.(2007). Motivational Complexity of Green Consumerism. International Journal of Consumer Studies 31.4 (2007): 404-09. Web. 7 July 2016.

Newell, S., Goldsmith, R. & Banzhaf, E. (1998). The Effect of Misleading Environmental Claims on Consumer Perceptions of Advertisements. The Journal of Marketing Theory and Practice. Retrieved December 6, 2015

Nielsen Holdings PLC (2014, June 17). Doing Well By Doing Good. Retrieved December 7, 2015, from http://www.nielsen.com/us/en/insights/reports/2014/doing-well-by-doing-good.html

Nielsen Holdings PLC (2015, November 5). Green Generation: Millennials Say Sustainability Is a Shopping Priority. Retrieved July 8, 2016, from http://www.nielsen.com/us/en/insights/news/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority.html

Olander & Thøgersen (1995). Understanding of consumer behaviour as a prerequisite for environmental protection. Journal of consumer policy, 18 (4) (1995), pp. 345–385

Ottman, J. (1993). Green marketing. Lincolnwood, Ill., USA: NTC Business Books.

Parguel, B., Benoit-Moreau, F., & Russell, C. (2015). The Insidious Power Of ‘Executional Greenwashing’: An Experimental Evidence Of The Misleading Effect Of Nature Imagery In Advertising. International Journal of Advertising, 34(1), 107-134. Retrieved December 3, 2015

Phipps et al., (2013). Understanding the inherent complexity of sustainable consumption: A social cognitive framework. Journal of Business Research, 66 (8) (2013), pp. 1227–1234

Quartly, J. (2015, November 19). Environmental Movement Enters New Stage - Taiwan Business TOPICS. Retrieved July 9, 2016, from http://topics.amcham.com.tw/2015/11/environmental-movement-enters-new-stage/

Ramayah, Lee & Mohamad (2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54 (12) (2010), pp. 1419–1427
Rayapura, A. (2014, March 11). Millennials Most Sustainability-Conscious Generation Yet, But Don't Call Them 'Environmentalists' Retrieved July 12, 2016, from http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/aarthi_rayapura/millennials_most_sustainability_conscious

Schmeltz, (2012) Consumer-oriented CSR communication: focusing on ability or morality? Corporate Communications: An International Journal, 17 (1) (2012), pp. 29–49

Sherif, C.E., Sherif, M., & Nebergall, R.W. (1965). Attitude and attitude change: The social judgment-involvement approach.

Social & Economic Injustice. (n.d.) Retrieved from worldcentric.org/conscious-living/social-and-economic-injustice/

Stanton, J., & Burke, J. (1998). Comparative Effectiveness of Executional Elements in TV Advertising: 15-versus 30-second commercials. Journal of Advertising Research, 38(6), 7-14.

Stokes, S. (2007). Deception In Environmental Advertising: Consumers' Reactions To Greenwashing. Retrieved December 5, 2016

Tang, S. & Tang, C. (1997, March). Democratization and Environmental Politics in Taiwan. Asian Survey, 37(3), 281-294. doi:10.2307/2645664

Terrachoice (2010) The Sins of Greenwashing: Home and Family Edition. Retrieved December 6, 2015, from http://sinsofgreenwashing.com/findings/greenwashing-report-2010/

University College London - UCL. (2013, November 14). Key links between consumption, climate change. ScienceDaily. Retrieved July 10, 2016 from www.sciencedaily.com/releases/2013/11/131114193245.htm

Wake, D. & Vredenburg, V. (2008). Are we in the midst of the sixth mass extinction? A view from the world of amphibians. Proceedings of the National Academy of Sciences. doi:10.1073/pnas.0801921105

Wilner, T. (2011, March 24). Environmental Leader. Retrieved July 6, 2016, from http://www.environmentalleader.com/2011/03/24/greenwashing-fears-common-carbon-trust-finds-only-7-of-public-believe-companies/

Wittink, D. R. & L. R. Bayer (1994). The Measurement Imperative. Marketing Research: A Magazine of Management and Applications 1994: n. pag. Web. Jan. 2016.

Wood, M. (2015). Exploring Consumers' Experiences with Corporate Greenwashing. Retrieved December 3, 2015, from Walden University ScholarWorks.

Yang (2015, November 09). Taiwan's Current Serious Air Pollution Has Nothing To Do With China. Retrieved July 11, 2016, from http://international.thenewslens.com/article/30527

Yu, J., Coulson, K., Zhou, J., & Wen, J. (2013). Substantive and Associative Claims in Environmental Communication: A Study of Fortune 500 Websites. Journal of Promotion Management, 19(2), 211-223. Retrieved December 4, 2015