在全球暖化日趨嚴重的社會，大家掀起一股綠色生活風潮。舉凡從消費者、政府到企業，大家致力於綠色消費。因此許多企業看準綠色市場的商機無限，推出各種不同訴求的綠色廣告吸引消費者的注意。
    本研究將以常見的「廣告態度」、「品牌態度」、「購買意圖」衡量廣告效果，來探討不同類型(利他、利己)綠色廣告訴求之廣告效果，且本研究也依據Fraj and 
Martinez(2006)學者的研究發現，不同環境價值和生活型態的消費者，其具有的環保傾向與生態消費行為也會有所不同，來探討不同綠色生活型態的消費者其綠色廣告效果有何差異，同時進一步以綠色生活型態為干擾變數，探討不同類型(利他、利己)綠色廣告訴求之廣告效果，是否會受到不同綠色生活型態的消費者而有所影響。本研究採用實驗設計方法來進分析，主要的研究發現描述如下：
一、利他、利己的綠色廣告訴求是具有影響力的。
    由本研究的結論可得知，綠色廣告訴求可以引發消費者對於廣告中產品產生較佳的廣告效果，其中又以利己廣告訴求可以留下好的廣告態度，而利他廣告訴求可帶來正面的品牌態度。
二、綠色生活型態是有效的區隔變數。
    由本研究的實證分析後，發現不同的綠色生活型態的消費者確實會帶來不同的綠色廣告效果，因此企業必須瞭解自己顧客群的綠色生活型態，才能提供適切的行銷策略。

Due to the global warming becomes seriously, everyone set off the Green Life wave. From consumers, the government and firms, each person is committed to green consumption. So many marketers investigate the green market potential unlimited, they launch variety of Green Advertising Appeals to attract consumers’ attention.
    The study used common structures：Advertising Attitude、Brand Attitude、Purchasing Intention to measure Advertising Effectiveness, and to discuss the Altruism/Self-Interest Green Ad Appeals how to effect the Ad’s Effectiveness. Consumers having different environmental values and life styles have different eco-consumption behavior (Fraj and Martinez, 2006), so the study also discussed different Green Life Styles consumers how to make their Ad’s Effectiveness difference, and at the same time, the study took the Green Life Styles as a moderator to measure whether the Ad’s Effectiveness between different types Green Ad Appeals and different Green Life Styles is different or not.We applied Experimental Design to analyze the valid response data. The major findings of this study were as follows:
1、Green Ad Appeals did produce the better Ad Effectiveness, especially significance in Ad Attitude and Brand Attitude.
2、We can truly take Green Life Styles as an effective segmentation variable.

目錄......................................................I
圖目錄..................................................III
表目錄...................................................IV
第一章 緒論...............................................1
第一節  研究背景..........................................1
第二節  研究動機..........................................4
第三節  研究目的..........................................8
第四節  研究範圍..........................................9
第五節  研究流程.........................................10
第二章 文獻探討..........................................11
第一節  綠色行銷.........................................11
第二節  利他主義與利己主義意涵之探討.....................15
第三節  綠色廣告意涵之探討...............................18
第四節  綠色廣告訴求方式.................................20
第五節  廣告效果.........................................24
第六節  綠色生活型態.....................................28
第七節  綠色消費者類型...................................35
第三章 研究方法..........................................38
第一節  觀念架構.........................................38
第二節  研究假說.........................................39
第三節  前測分析.........................................41
第四節  正式問卷研究變數之操作性定義與衡量...............46
第五節  正式問卷之架構與資料蒐集.........................53
第六節  資料分析方法.....................................57
第四章 實證分析與結果....................................59
第一節  樣本資料之信度分析...............................59
第二節  樣本資料之敘述性統計分析.........................60
第三節  綠色生活型態之因素分析...........................64
第四節  綠色生活型態之集群分析...........................70
第五節  多變量變異數分析(MANOVA).........................72
第五章 結論與發現........................................81
第一節  研究結論.........................................81
第二節  研究發現.........................................83
第三節  研究限制與未來研究建議...........................84
參考文獻.................................................85
附錄一：前測與正式問卷使用的廣告........................100
附錄二：前測問卷........................................102
附錄三：正式問卷........................................104
圖目錄..................................................III
圖1- 1：全球人為溫室氣體排放..............................1
圖1- 2：歷年環保標章產品累計..............................3
圖1- 3：蓋洛普2008年的年度環境調查........................5
圖1- 4：13-64歲消費者生活型態中對於環保態度與環保行為比例.6
圖1- 5：研究流程圖.......................................10
圖2- 1：廣告層級效果模式圖...............................25
圖2- 2：廣告銷售效果模式.................................27
圖2- 3：VALS的類型.......................................33
圖3- 1：本研究之觀念架構.................................38
圖4- 1：廣告態度的估計邊緣平均數.........................74
圖4- 2：品牌態度的估計邊緣平均數.........................76
圖4- 3：品牌態度的估計邊緣平均數.........................77
圖4- 4：購買意圖的估計邊緣平均數.........................79
表目錄...................................................IV
表2- 1：綠色行銷與傳統行銷的比較.........................12
表2- 2：綠色廣告訴求之意涵...............................21
表2- 3：生活型態定義之彙整...............................29
表2- 4：生活型態構面.....................................31
表3- 1：受測者對於利他、利己廣告訴求之看法...............42
表3- 2：前測廣告綠色訴求之衡量...........................43
表3- 3：受測者對於A、B、C、D廣告訴求之看法...............44
表3- 4：受測者對於A、B、C、D廣告中最為代表利他、利己訴求的
        看法.............................................44
表3- 5：A、B、C、D廣告中在利他訴求之平均數...............44
表3- 6：A、B、C、D廣告中在利己訴求之平均數...............45
表3- 7：B廣告和C廣告帶給受測者的利他、利己廣告訴求之T檢定45
表3- 8：利他訴求綠色廣告之操作性定義與內容設計...........46
表3- 9：利己訴求綠色廣告之操作性定義與內容設計...........47
表3- 10：廣告態度之操作性定義與衡量項目..................48
表3- 11：品牌態度之操作性定義與衡量項目..................49
表3- 12：購買意圖之操作性定義與衡量項目..................50
表3- 13：生活型態之操作性定義與衡量項目..................51
表3- 14：各學院/年級的實際人數、抽樣比例、應抽樣本數與實抽
         樣本人數........................................54
表3- 15：問卷回收情形....................................55
表3- 16：各分層之觀測次數與理論次數表....................56
表4- 1：各變數之信度彙整表...............................59
表4- 2：有效問卷之性別資料...............................60
表4- 3：有效問卷之婚姻資料...............................60
表4- 4：有效問卷之居住地資料.............................61
表4- 5：有效問卷之年齡資料...............................61
表4- 6：有效問卷之職業資料...............................62
表4- 7：有效問卷之月平均可支配所得.......................63
表4- 8：有效問卷之購車資訊次數分配.......................63
表4- 9：KMO判定取樣適切性................................64
表4- 10：解說總變異量....................................65
表4- 11：特定綠色生活型態因素一分析......................66
表4- 12：特定綠色生活型態因素二分析......................67
表4- 13：特定綠色生活型態因素三分析......................68
表4- 14：特定綠色生活型態因素四分析......................69
表4- 15：綠色生活型態之集群命名..........................70
表4- 16：判定分析之WILKS' LAMBDA值.......................71
表4- 17：綠色廣告訴求、綠色生活型態與干擾變數對廣告效果之多
         變量檢定........................................72
表4- 18：綠色廣告訴求與綠色生活型態對廣告態度之檢定......73
表4- 19：綠色廣告訴求與綠色生活型態對品牌態度之檢定......75
表4- 20：綠色生活型態多重比較SCHEFFE法...................76
表4- 21：綠色廣告訴求與綠色生活型態對購買意圖之檢定......78
表4- 22：綠色生活型態多重比較SCHEFFE法...................79
表4- 23：本研究之研究假說與實證結果......................80

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