环境态度和广告诉求对绿色产品广告心理效果的影响研究
发布时间：2019-06-11 23:14
【摘要】：绿色产品的开发与推广对实现可持续发展具有积极的促进作用,绿色产品不仅受到越来越多人的重视，，也受到越来越多人的推崇。绿色产品广告作为企业与消费者沟通的重要渠道，在绿色产品营销中担负着重要的角色。企业往往在广告宣传方面毫不吝啬，往往一掷千金，但如何让企业投入的每一笔广告费用都物尽其用？这是实践界和学术界都需要探讨的问题。本文从消费者的环境态度和广告诉求方式的交互效应视角对广告心理效果进行研究，试图为企业更有针对性的制定广告策略提供有价值的对策与建议。 基于这一背景，本文以无磷洗衣粉这一最为常见的绿色产品为例，通过实验法进行实证研究。实验以在校大学生为研究对象，采用2（广告诉求方式：绿色诉求或经济诉求）×3（环境态度：生态态度或利己态度或利他态度）被试间实验设计，研究环境态度和广告诉求方式对广告心理效果的影响。 实证研究结果表明，人口统计特征的变量不会导致广告心理效果产生显著差异。针对持有特定环境态度的被试而言，不同的广告诉求方式对广告心理效果有显著的影响。具体而言，对于持有生态环境态度的被试而言，采用绿色诉求方式的广告心理效果更佳；对于持有利己环境态度的被试而言，采用经济诉求方式的广告心理效果更佳；对于持有利他环境态度的被试而言，采用绿色诉求方式的广告心理效果更佳。最后，根据本文的研究结论，提出了相关的管理对策与建议；并指出本研究的局限和未来研究方向。
[Abstract]:The development and promotion of green products have a positive effect on the achievement of sustainable development. As an important channel of communication between enterprises and consumers, green product advertising plays an important role in the marketing of green products. The enterprise is often not stingy in advertising, often throwing money, but how to make every advertising expense invested by the enterprise to do it? This is a question that both the practice community and the academic community need to explore. This paper, from the view of the consumer's environmental attitude and the interactive effect of the advertisement demand, studies the psychological effect of the advertisement, and tries to provide valuable countermeasures and suggestions for the more targeted development of the advertising strategy for the enterprise. Based on this background, this paper takes the most common green product of phosphate-free washing powder as an example, and makes an empirical research by the experimental method. To study the effect of environmental attitude and advertisement demand on the psychological effect of advertisement. The results of the empirical study show that the variable of demographic characteristics will not lead to a significant effect on the psychological effect of advertising. The difference is that, in the case of a test with a specific environmental attitude, different advertising demands have a significant effect on the psychological effect of the advertisement. In particular, in the case of the test of the attitude of the ecological environment, the advertising psychological effect of adopting the green appeal method is better; in the case of the test with the attitude of the self-interest environment, the advertising psychological effect of adopting the economic demand mode is better; and for the quilt with the favorable environment attitude, In the case of the test, the advertising psychological effect in the way of green appeal Finally, according to the research conclusion of this paper, the relevant management countermeasures and suggestions are put forward, and the limitation and future research of this research are pointed out.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8
[Abstract]:The development and promotion of green products have a positive effect on the achievement of sustainable development. As an important channel of communication between enterprises and consumers, green product advertising plays an important role in the marketing of green products. The enterprise is often not stingy in advertising, often throwing money, but how to make every advertising expense invested by the enterprise to do it? This is a question that both the practice community and the academic community need to explore. This paper, from the view of the consumer's environmental attitude and the interactive effect of the advertisement demand, studies the psychological effect of the advertisement, and tries to provide valuable countermeasures and suggestions for the more targeted development of the advertising strategy for the enterprise. Based on this background, this paper takes the most common green product of phosphate-free washing powder as an example, and makes an empirical research by the experimental method. To study the effect of environmental attitude and advertisement demand on the psychological effect of advertisement. The results of the empirical study show that the variable of demographic characteristics will not lead to a significant effect on the psychological effect of advertising. The difference is that, in the case of a test with a specific environmental attitude, different advertising demands have a significant effect on the psychological effect of the advertisement. In particular, in the case of the test of the attitude of the ecological environment, the advertising psychological effect of adopting the green appeal method is better; in the case of the test with the attitude of the self-interest environment, the advertising psychological effect of adopting the economic demand mode is better; and for the quilt with the favorable environment attitude, In the case of the test, the advertising psychological effect in the way of green appeal Finally, according to the research conclusion of this paper, the relevant management countermeasures and suggestions are put forward, and the limitation and future research of this research are pointed out.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8
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