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Influences of Product Involvement, Environmental Message and Green Advertising Appeals on Consumers’ Attitudes towards Advertising

JC Tu, TF Kao, YC Tu, HY Chen

Abstract


This study probes into the influence of interaction among Product Involvement, Environmental Message and Green Advertising Appeals on attitude towards advertising. The study employs an empirical research by 2x2x2 between subject factorial design. The result demonstrates that high-involvement subjects, with or without the indication of Environmental Message, have better attitude towards advertising with regard to rational advertising design. Environmental Messages do not reveal significant difference on attitude towards advertising. Intensity of message content should be enhanced and this study can function as criterion for future researches.

Keywords: Involvement, Environmental Message, Advertising Appeals, Green Marketing, Elaboration Likelihood Model (ELM)






Journal of Business Research.   ISSN: 0855-0806X