永續行銷溝通策略：問題接近性、訊息量化性和命令性規範的影響

Abstract

今日對永續議題的關注已成為全球性的浪潮，許多企業紛紛對此作出積極的回應，特別是在外部溝通上必須兼顧產品行銷與ESG (Environmental, Social, and Governance)永續發展，而其中的環境議題正是最受企業關注的面向。以環境議題為例，本研究探討永續行銷廣告中的問題接近性、訊息量化性及命令性規範如何影響消費者的品牌態度，以供企業未來執行環境議題相關的永續行銷廣告的策略建議。本研究使用實驗設計，240名受測者為就讀於台灣北部大學生及研究生，變異數分析的結果顯示：(1)問題接近性對提升個體對永續行銷廣告中的品牌態度的影響不顯著。(2)訊息量化性對提升個體對永續行銷廣告中的品牌態度的影響不顯著。(3)命令性規範會正向提升個體對永續行銷廣告中的品牌態度。因此，本研究建議企業在設計永續行銷廣告時納入命令性規範的訴求，喚起消費者的社會認同需求，以利於提升其品牌態度。

In recent years, the focus on sustainability issues has become a global trend, prompting many enterprises to respond proactively, especially in external communications that balance product marketing with ESG(Environmental, Social, and Governance) sustainability efforts. Among these, environmental issues receive the most attention from businesses.This study examines how Issue of Proximity, Message Quantativeness, and Injunctive Norms in sustainable marketing advertisements affect consumers' brand attitudes, offering strategic recommendations for companies implementing sustainable marketing related to environmental issues. An experimental design was employed, involving 240 undergraduate and graduate students from universities in Northern Taiwan. The results of the analysis of variance indicate that: (1)Issue Proximity does not significantly influence the enhancement of brand attitude in sustainable marketing advertisements. (2)Message Quantativeness does not significantly influence the enhancement of brand attitude in sustainable marketing advertisements. (3)Injunctive Norms positively influence the enhancement of brand attitude in sustainable marketing advertisements. Therefore, this study suggests that companies should incorporate appeals to Injunctive Norms in the design of sustainable marketing advertisements to evoke consumers' social identity needs, thereby improving brand attitude.