漂綠廣告之漂綠宣告、生態圖片與代言人對廣告效果之影響

Abstract

在環境與消費者行為改變的情況下，企業為了迎合消費者對環境議題的關注，會在廣告中說明企業的環保作為。然而，一些企業可能會採取漂綠行為，但實際上並未完全符合其在廣告中所宣稱的環保行為。因此本研究以鮮乳為虛構的廣告產品，用具有誤導性的漂綠宣告作為宣傳語，加上生態意象或簡單純色的背景圖片，並以不同類型的代言人為產品進行宣傳。探討消費者在何者型態的漂綠廣告中，會產生較佳的廣告效果，意即消費者更容易被漂綠廣告誤導，並加入綠色知覺風險作為中介變項。 本研究採用 2（漂綠宣告：模糊／錯誤）x2（生態圖片：有／無）x2（代言人：專家／名人）三因子組間實驗設計，探討消費者經由三個變項交互作用之下，對消費者產生的廣告效果影響，以及綠色知覺風險在自變項（漂綠宣告、生態圖片、代言人）與依變項（廣告態度、品牌態度、購買意願）之間的中介效果。 本研究的研究結果顯示，（1）模糊宣告相較於錯誤宣告，有較佳的廣告效果；（2）有生態圖片相較於無生態圖片，有較佳的廣告效果；（3）專家代言人相較於名人代言人，有較佳的廣告效果；（4）模糊的漂綠宣告搭配有生態圖片，相較於搭配無生態圖片，有較佳的廣告態度、購買意願；（5）綠色知覺風險未能顯著中介漂綠宣告、生態圖片、代言人與廣告效果之間的關係。In response to changing environmental concerns and shifting consumer behavior. Companies often highlight initiatives environmental friendly in advertisements to align with consumers interested in sustainability. However, some companies may greenwash in advertisements, which is inconsistent with their real ecological practices. Thus this study uses milk as the stimulus, featuring misleading greenwashing claims, ecological or plain backgrounds, and promoting with different endorsers. The aim is to investigate which greenwashing advertisements result in more favorable advertising effects, in other words, which are more likely to mislead consumers, with green perceived risk added as a mediating variable.This study adopted a two (greenwashing claim: vague claim vs. false claim) x two (nature imagery: nature imagery vs. non-nature imagery) x two (endorser: expert endorser vs. celebrity endorser) three-factor between-subject experimental design to explore the effect of these three factors on advertising effects. Also, this study examined the mediating effects of green perceived risk on the relationships between relevant independent variables (greenwashing claim, nature imagery, and endorser) and dependent variables (advertising attitude, brand attitude, and purchase intention).The study results showed that (1) Compared with false claim, vague claim generated more favorable advertisement effect; (2) Compared with non-nature imagery, nature imagery generated more favorable advertisement effect; (3) Compared with celebrity endorser, expert endorser generated more favorable advertisement effect; (4) Compared with non-nature imagery, nature imagery appeal in vague claim generated more favorable advertising attitude and purchase intention; (5) Green perceived risk did not significantly mediate the relationships between relevant independent variables and dependent variables.