近年來因為自然環境逐漸惡化，使得環保意識漸漸地受到重視，成為熱門的議題。隨著消費市場環保意識興起，也帶動了環保產品的需求，有越來越多的廠商開始投入綠色市場，發展綠色產品、運用綠色行銷、打造綠色品牌，但在實行綠色行銷的過程中，為了成功抓住消費者的目光，就必須要知道消費者想要的到底是什麼。
故本研究以環保清潔劑為研究項目，主要目的為(1)探討利己、利他廣告訴求對環保清潔劑之廣告效果影響、(2)了解代言人對環保清潔劑之整體廣告效果影響、(3)比較不同消費者類型對環保清潔劑廣告之偏好、(4)歸納出較佳的環保清潔劑廣告形式。
本研究參考市面上清潔劑廠牌之產品廣告形式，設計出六項廣告供受訪者選擇，選出最喜歡的廣告，再分別針對代言人可信度、廣告訴求、消費者綠色生活型態進行衡量。最後得出的結論為：(1)利己訴求與利他訴求較明顯的廣告有較好的廣告效果，(2)廣告代言人可信度雖然在各構面表現不全相同，但整體上對廣告效果有正面影響，(3)不同的消費者綠色生活型態，會受到不同的廣告訴求吸引，對綠色議題較為積極的環保行動者容易受到利他訴求吸引，對綠色議題較為消極的環保冷漠者容易受到利己訴求的吸引。

In recent years, with the rapid development of technology, the earth have overloaded with the development from human beings and is getting worse. There comes lots of disasters. Therefore, it awakes up people’s environmental awareness. With the rise of the consumer market awareness of environmental protection, the demand for environmentally friendly products increases. More and more companies put efforts into the green market, launch green products and develop green marketing.
The research takes environmentally friendly detergent as research topic. The research purpose are: explore the difference of advertising effectiveness on egoistic appeals and altruistic appeals, understand the difference of advertising effectiveness on the credibility of spokesperson, compare the advertising preference from different type of consumers, and then sum up better environmentally detergent forms of advertising.
The research designs six advertisement are consist of the advertising components in the market regarding advertising appeals, the credibility of spokesmen, green consumer lifestyle measure. And the conclusion are: (1) the more obvious advertising appeals are including egoistic appeals and altruistic appeals, the better advertising effectiveness are. (2) The performance of endorsers credibility although not all the same in each dimension, but the overall effect of advertising has positive impact. (3) Different consumers green lifestyle will be attracted by different advertising appeals. People who are more positive toward green issues are attracted by altruistic advertising appeals, conversely, People who are more negative toward green issues are attracted by altruistic advertising egoistic appeals,
Key words: Detergent, credibility of endorsement, altruism appeal, egoism appeal, advertising effect

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與問題 2
第三節 研究目的 3
第二章 文獻探討 4
第一節 綠色行銷與廣告策略 4
第二節 廣告訴求 7
第三節 廣告代言人 9
第四節 廣告效果 11
第五節 綠色生活型態 13
第六節 廣告訴求對廣告效果的影響 15
第七節 廣告代言人對廣告效果的影響 15
第八節 綠色生活型態對廣告效果的影響 17
第九節 廣告訴求與代言人可信度對廣告效果的影響 18
第十節 文獻小結 18
第三章 研究方法 20
第一節 研究架構 20
第二節 各變數操作型定義與衡量 21
第三節 實證計畫 25
第四章 資料分析 28
第一節 信度分析 28
第二節 有效樣本特徵 28
第三節 廣告訴求 32
第四節 廣告代言人 34
第五節 綠色生活型態 36
第六節 廣告效果 41
第七節 廣告代言人與廣告效果的關係 46
第八節 廣告訴求與綠色生活型態的關係 46
第九節 廣告代言人與綠色生活型態的關係 48
第十節 分析結果小結 49
第五章 結論與建議 50
第一節 研究結論 50
第二節 理論貢獻與管理意涵 51
第三節 研究限制與未來建議 52
參考文獻 54
附錄 60

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網路資料
OP天然茶酚網站，取自http://www.op.com.tw/front/bin/home.phtml
天下雜誌，台灣綠色消費大調查 八成民眾願多付錢買環保商品。2010年06月30日，取自http://news.pchome.com.tw/magazine/report/po/cw/2190/127782720049461035001.htm
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清淨海環保清潔劑 打造無毒環境，取自
https://tw.news.yahoo.com/清淨海環保清潔劑-打造無毒環境-213000654.html
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