企業品牌在一開始的綠色商品推廣結果往往不如預期的受歡迎，其原因大多在於綠色商品的廣告內容缺乏與消費者自身的連結；造成消費者對商品的知覺風險增加。不同商品屬性的綠色商品應該搭配何種訴求的綠色廣告？對於何種人個特質的消費者應該給予何種訴求的綠色廣告才會增加綠色商品的購買意願？是為本文的探討重點。
本研究以實驗設計法進行，綠色廣告訴求(利己訴求 vs.利他訴求)為自變數，操弄產品類型(選購品 vs.便利品)及自我建構類型(獨立 我 vs.互依我)兩個干擾變數，為兩個2x2 因子實驗設計，透過研究者所設計之不同的綠色廣告訴求、利己/利他訴求的綠色廣告在知覺風險上的比較，商品類型與消費者自我建構的不同是否會干擾利己利他訴求的綠色廣告在知覺風險上的程度，產生不同的廣告態度。
研究結果顯示，利他訴求的綠色廣告知覺風險高於利己訴求的綠色廣告，選購品的利他訴求綠色廣告知覺風險高於利己訴求的綠色廣告。研究也發現獨立我的消費者，使用利己訴求的綠色廣告相較於相依我的消費者使用利己訴求的綠色廣告，具有較低的知覺風險。並且消費者對綠色廣告商品的知覺風險會負向影響購買意願。

The results of green brand promotion of corporate brands in the beginning are often not as popular as expected. The reason is mostly that the advertising content of green goods lacks the connection with consumers themselves; the risk of consumers'' perception of goods increases. The green advertisements with different commodity attributes should be matched with the green advertisements of the appeals？ the green advertisements for which the consumers of different characteristics should be appealed will increase the willingness to purchase green commodities？ which is the focus of this paper.

This research is carried out by experimental design method. The green advertising appeal (Egoism appeal vs. Altruistic appeal) is self-variable, and the product type (shopping goods vs. convenience goods) and self-construction type (independently vs. interdependent) Interference variables, designed for two 2x2 factor experiments, through the comparison of perceived risks between different green advertising appeals designed by researchers and green advertisements for egoism appeal /altitude, whether the difference between commodity type and consumer self-construal will interfere The extent to which the egoism appeal of green advertisement to the perceived risk produces different advertising attitudes.

The research shows that the perceived risk of green advertisement for altruism appeal is higher than the green advertisement of egoism appeal, and the shopping goods of the altruism appeal to the green advertisement that the perceived risk of green advertisement is higher than the egoism appeal . The study also found that independent consumers, green advertisements using egoism appeals have lower perceived risks than green advertisements that. interdependent consumers to use egoism appeal . And consumers'' perception of the risk of green advertising products will negatively affect the willingness to purchase.

目錄
壹、緒論 1
一、研究背景 1
二、研究動機 2
三、研究目的 3
貳、文獻回顧 5
一 、 綠色廣告 5
二 、綠色廣告訴求 5
三、利己訴求與利他訴求的綠色廣告 7
四、產品分類 8
五、知覺風險 10
六、自我建構 11
七、購買意圖 13
參、研究架構與假說 15
一、研究架構 15
二、研究假說 15
肆、研究方法 19
一、前測 19
二、實驗一 20
三、實驗二 22
伍、資料分析 25
一、實驗一 25
二、實驗二 30
陸、研究結論 36
一、研究結論 36
二、理論貢獻 36
三、實務貢獻 37
四、研究限制與建議 38
參考文獻 40
附錄 46
附錄一、實驗一：情境一（利他vs.便利品/選購品） 46
附錄二、實驗一（利己vs.便利品／選購品） 48
附錄三、實驗一（利己vs.便利品／選購品）（利他vs.便利品／選購品）問項 50
附錄四、實驗二：情境一（獨立我x利他) 60
附錄五、實驗二：情境二（相依我Ｘ利他） 65
附錄六、實驗二：情境三（獨立我vs.利己） 70
附錄七、實驗二：情境四（相依我Ｘ利己） 75
附錄八、實驗二：綠色商品廣告問項 80

圖目錄
圖3-1 本研究之架構 15
圖4-1利己利他操弄廣告 20
圖4-2：獨立我相依我操弄 23
圖4-2 獨立我相依我操弄 23
圖5-1 實驗一之交互作用 28
圖5-2實驗二交互作用 33

表目錄
表2-1 利己、利他主義過去相關研究 8
表4-1 前測問項 19
表4-2知覺風險題項 21
表 4-3 廣告效果題項 22
表4-4購買意願題項 22
表4-5 自我建構量表（獨立我） 24
表4-6 自我建構量表（相依我） 24
表5-1 樣本資料統計分析 26
表5-2　 Cronbach’s α信度分析 26
表5-3 實驗一之ANOVA Table 27
表5-4 實驗一交互作用對知覺風險影響之Mean Table 27
表5-5 實驗一之簡單主要效果 28
表5-7實驗一中介效果分析表(95%信賴區間) 29
表5-8 實驗一假說彙整 30
表5-9 樣本資料統計分析 31
表5-10 實驗二信度分析 32
表5-11 實驗二ANOVA table 32
表5-12實驗二之交互作用 32
表5-13實驗二之簡單主要效果 33
表5-14實驗一中介效果分析表(95%信賴區間) 34
表5-15 實驗二假說彙整 35

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