환경정보유형과 소비자 개인차이요인들이 광고효과에 미치는 영향연구

다국어 초록 (Multilingual Abstract)

Consumer surveys over the past decades reveal a growing segment of consumers who are willing to respond to firms' proenvironmental marketing practices. In response to consumers' growing environmental consciousness, companies introduce new products that are less harmful to the environment, modify existing products and processes in order to protect the environment, and sponsor programs whose purposes are to benefit the environment. As a result, environmental advertising has become the primary means of communication between marketers and environmentally conscious consumers (e.g. Bremmer 1989; Chase and Smith 1992; Donaton and Fitzgerald 1992; Kirkpatrick 1990; Peattie 1995). Given the rising environmental consciousness of Korean citizens and an increasing number of environmental advertising, research on the effectiveness of environmental advertising among Korean consumers is thus considered timely and important. Especially,more careful attention needs to be given to the selection of the type of environmental claims, especially for each target group. Generally, consumers vary according to their environmental consciousness and gender. For instance, some consumers are more likely to be affected by environmentally responsible claims than others. Thus, the purpose of this study is first to investigate the effectiveness of environmental advertising due to differen types of environmental claims and secondly, to examine whether the consumer difference variables moderate the effect of environmental claim types on advertising effectiveness. For the purposes, several hypotheses are developed and appropriately tested using a two-factor experimental design. The first factor (i.e. environmental claim types) will be manipulated at the four levels resulted from a substantive and an associative environmental claim. As a second factor, consumer involvement with the environment and gender will be manipluated at two levels (high, low involved/ male, female). The participants in this study will be undergraduates in business administration courses enrolled in a large university. A total five hundreds students will be recruited and participation will be voluntary. Four comparative ads for a hypothetical hair shampoo are developed for the study. The four ads will be manipulated by the text contained in the advertising copy by changing the content of environmental information claimed in the ad. Participants will be randomly assigned into one of the four conditions, and they will be given a questionnaire comprised of an advertisement for a hair shampoo and several questions to measure the major variables. After collecting data, confirmatory analysis and reliability tests will be given to provide evidence of both discriminant validity and construct reliability. For the hypothesis testing, ANOVA will be mainly used. Results and discussion will be provided and finally implications for advertising and marketing will be followed.