近年來全球的環保意識正逐漸提升，綠色消費趨勢已成為全球重視的議題，若企業想要維持競爭力，並永續的經營下去，就應視環境議題為新商機，善用各種綠色行銷手法，執行綠色廣告，吸引消費者的注意。
過去關於廣告訴求對廣告效果的影響之研究，多是理性與感性訴求的比較，所得的結果缺乏一致性的答案。另外，善因行銷對於廣告效果的研究，也只針對善因行銷廣告本身，而沒有善因行銷在綠色廣告中的研究。因此本研究將以包裝水為研究的產品，試著了解在綠色廣告中，不同的廣告訴求(感性與道德訴求)與有、無執行善因行銷對廣告效果的影響。

本研究採實驗因子設計，共有廣告訴求與有無執行善因行銷兩種水準，產生2(感性訴求/道德訴求) x 2(有/無執行善因行銷)共四組情境廣告，實證過後，
所獲得的研究結果如下：
一、 於包裝水的綠色廣告中，感性訴求與道德訴求對廣告效果的影響沒有顯
著的差異
二、 在包裝水的綠色廣告中，有執行善因行銷的廣告，與沒有執行善因行銷
的廣告相比，廣告效果並無明顯的差異
三、 有無施行善因行銷對包裝水綠色廣告效果在廣告態度上有調節的作用
，在品牌態度與購買意願上則沒有調節的作用

Recently, the environmental consciousness has grown gradually in the world. The trend of the green consuming has been the important, global issue. If the enterprise wants to maintain the competence, and have the sustainable management, it should take the environmental issue as a new opportunity and start to do the green marketing and the green advertisement to attract the consumers.
The previous research about the influence of Ad appeals on the Ad effect is more related to the comparison between rational appeal and emotional appeal, but it still lack consistent result. Besides, the research on the Ad effect of Cause Related Marketing has just focused on CRM Ad but lack the study of Green Ad. Therefore, this study would take the influence of different Ad appeals and CRM on the green Ad effect and would have a study on the bottled water.
The present study uses experimental design to investigate the effects of the types of Ad appeals (emotional appeal and moral appeal) and CRM (with and without) on green Ad effect. And a 2X2 factorial design is conducted.
The results indicate that in the green Ad of the bottled water, the influence of rational appeal and emotional appeal on Ad effect is no significantly different. The green Ad effects with CRM and without CRM are no significantly different. The modifying effect of Ad with and without CRM is working in Ad attitude,is not working in brand attitude and purchasing intention.

致謝辭-------------------------------------------------------------------------------- i
中文摘要----------------------------------------------------------------------------- ii
英文摘要----------------------------------------------------------------------------- iii
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----------------------------------------------------------------- 4
第二章 文獻探討---------------------------------------------------------------------- 5
第一節 綠色廣告------------------------------------------------------------------ 5
第二節 廣告訴求------------------------------------------------------------------ 6
第三節 善因行銷------------------------------------------------------------------ 15
第四節 廣告效果------------------------------------------------------------------18
第五節 文獻小結------------------------------------------------------------------22
第三章 研究方法-----------------------------------------------------------------------23
第一節 研究架構與假設----------------------------------------------------------23
第二節 變數的操作型定義與衡量----------------------------------------------30
第三節 實驗設計-------------------------------------------------------------------33
第四章 產業分析與個案描述---------------------------------------------------------38
第一節 產業分析-------------------------------------------------------------------38
第二節 個案描述-------------------------------------------------------------------42
第五章 資料分析------------------------------------------------------------------------44
第一節 樣本背景資料--------------------------------------------------------------44
第二節 信度分析--------------------------------------------------------------------46
第三節 研究設計之檢驗-----------------------------------------------------------46
第四節 研究假設之檢驗-----------------------------------------------------------47
第六章 結論與建議-------------------------------------------------------------------53
第一節 研究結論------------------------------------------------------------------53
第二節 理論貢獻與管理意涵---------------------------------------------------55
第三節 研究限制------------------------------------------------------------------57
第四節 未來研究方向------------------------------------------------------------58
參考文獻-------------------------------------------------------------------------------60
附錄-------------------------------------------------------------------------------------69

表目錄
表1-1-1 2007至2008年之綠色廣告-----------------------------------------------------2
表2-2-1綠色廣告訴求-----------------------------------------------------------------------8
表2-2-2綠色品牌定位-----------------------------------------------------------------------9
表2-2-3理性訴求的訴求點----------------------------------------------------------------10
表2-2-4感性訴求的訴求點----------------------------------------------------------------11
表 2-2-5理性訴求與感性訴求之比較----------------------------------------------------12
表2-2-6富康貝格法（FCB Grid）--------------------------------------------------------14
表2-4-1階層式模型--------------------------------------------------------------------------19
表3-2-1 自變數的操作型定義-廣告訴求------------------------------------------------30
表3-2-2廣告訴求之衡量--------------------------------------------------------------------30
表3-2-3善因行銷之衡量--------------------------------------------------------------------31
表3-2-4廣告效果之操作型-----------------------------------------------------------------32
表3-2-5廣告效果之衡量--------------------------------------------------------------------32
表3-3-1 各情境廣告之操弄搭配----------------------------------------------------------33
表3-3-2廣告效果題項來源-----------------------------------------------------------------35
表3-3-3水森活樂活主張之原始廣告內容-----------------------------------------------36
表3-3-4各情境廣告之操弄內容-----------------------------------------------------------37
表4-1-1 執行善因後味丹多喝水市場成長表------------------------------------------41
表5-1-1問卷回收狀況-----------------------------------------------------------------------44
表5-2-1問卷信度-----------------------------------------------------------------------------46
表5-3-1訴求確認表--------------------------------------------------------------------------47
表5-4-1感性訴求與道德訴求對廣告效果之影響--------------------------------------47
表5-4-2感性訴求與道德訴求的廣告效果平均數--------------------------------------48
表5-4-3 有無善因行銷對廣告效果的影響---------------------------------------------48
表5-4-4有無善因行銷之廣告效果平均數----------------------------------------------49
表5-4-5 訴求 * 善因交互作用之檢定--------------------------------------------------49
表5-4-6 各情境廣告之廣告態度平均數-------------------------------------------------50
表5-4-7假說驗證之結果--------------------------------------------------------------------51
表6-4-1綠色消費者型態-------------------------------------------------------------------58

圖目錄
圖3-1-1 研究架構---------------------------------------------------------------------------23
圖3-1-2廣告訴求對廣告效果影響-------------------------------------------------------23
圖3-1-3 廣告理性訴求對消費者選擇性認知之穿透力作用------------------------24
圖3-1-4 進行資料分析之架構------------------------------------------------------------25
圖5-1-1受訪者性別比例-------------------------------------------------------------------44
圖5-1-2受訪者住宿情況-------------------------------------------------------------------45
圖5-1-3受訪者之包裝水飲用頻率-------------------------------------------------------45
圖5-4-1廣告訴求與善因行銷對廣告態度的影響-------------------------------------51

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