企業品牌在一開始的綠色商品推廣結果往往不如預期的受歡迎，其原因大多在於綠色商品的廣告內容缺乏與消費者自身的連結；造成消費者對商品的知覺風險增加。不同商品屬性的綠色商品應該搭配何種訴求的綠色廣告？對於何種人個特質的消費者應該給予何種訴求的綠色廣告才會增加綠色商品的購買意願？是為本文的探討重點。
本研究以實驗設計法進行，綠色廣告訴求(利己訴求 vs.利他訴求)為自變數，操弄產品類型(選購品 vs.便利品)及自我建構類型(獨立 我 vs.互依我)兩個干擾變數，為兩個2x2 因子實驗設計，透過研究者所設計之不同的綠色廣告訴求、利己/利他訴求的綠色廣告在知覺風險上的比較，商品類型與消費者自我建構的不同是否會干擾利己利他訴求的綠色廣告在知覺風險上的程度，產生不同的廣告態度。
研究結果顯示，利他訴求的綠色廣告知覺風險高於利己訴求的綠色廣告，選購品的利他訴求綠色廣告知覺風險高於利己訴求的綠色廣告。研究也發現獨立我的消費者，使用利己訴求的綠色廣告相較於相依我的消費者使用利己訴求的綠色廣告，具有較低的知覺風險。並且消費者對綠色廣告商品的知覺風險會負向影響購買意願。

The results of green brand promotion of corporate brands in the beginning are often not as popular as expected. The reason is mostly that the advertising content of green goods lacks the connection with consumers themselves; the risk of consumers' perception of goods increases. The green advertisements with different commodity attributes should be matched with the green advertisements of the appeals？ the green advertisements for which the consumers of different characteristics should be appealed will increase the willingness to purchase green commodities？ which is the focus of this paper.

This research is carried out by experimental design method. The green advertising appeal (Egoism appeal vs. Altruistic appeal) is self-variable, and the product type (shopping goods vs. convenience goods) and self-construction type (independently vs. interdependent) Interference variables, designed for two 2x2 factor experiments, through the comparison of perceived risks between different green advertising appeals designed by researchers and green advertisements for egoism appeal /altitude, whether the difference between commodity type and consumer self-construal will interfere The extent to which the egoism appeal of green advertisement to the perceived risk produces different advertising attitudes.

The research shows that the perceived risk of green advertisement for altruism appeal is higher than the green advertisement of egoism appeal, and the shopping goods of the altruism appeal to the green advertisement that the perceived risk of green advertisement is higher than the egoism appeal . The study also found that independent consumers, green advertisements using egoism appeals have lower perceived risks than green advertisements that. interdependent consumers to use egoism appeal . And consumers' perception of the risk of green advertising products will negatively affect the willingness to purchase.

目錄
壹、緒論 1
一、研究背景 1
二、研究動機 2
三、研究目的 3
貳、文獻回顧 5
一 、 綠色廣告 5
二 、綠色廣告訴求 5
三、利己訴求與利他訴求的綠色廣告 7
四、產品分類 8
五、知覺風險 10
六、自我建構 11
七、購買意圖 13
參、研究架構與假說 15
一、研究架構 15
二、研究假說 15
肆、研究方法 19
一、前測 19
二、實驗一 20
三、實驗二 22
伍、資料分析 25
一、實驗一 25
二、實驗二 30
陸、研究結論 36
一、研究結論 36
二、理論貢獻 36
三、實務貢獻 37
四、研究限制與建議 38
參考文獻 40
附錄 46
附錄一、實驗一：情境一（利他vs.便利品/選購品） 46
附錄二、實驗一（利己vs.便利品／選購品） 48
附錄三、實驗一（利己vs.便利品／選購品）（利他vs.便利品／選購品）問項 50
附錄四、實驗二：情境一（獨立我x利他) 60
附錄五、實驗二：情境二（相依我Ｘ利他） 65
附錄六、實驗二：情境三（獨立我vs.利己） 70
附錄七、實驗二：情境四（相依我Ｘ利己） 75
附錄八、實驗二：綠色商品廣告問項 80

圖目錄
圖3-1 本研究之架構 15
圖4-1利己利他操弄廣告 20
圖4-2：獨立我相依我操弄 23
圖4-2 獨立我相依我操弄 23
圖5-1 實驗一之交互作用 28
圖5-2實驗二交互作用 33

表目錄
表2-1 利己、利他主義過去相關研究 8
表4-1 前測問項 19
表4-2知覺風險題項 21
表 4-3 廣告效果題項 22
表4-4購買意願題項 22
表4-5 自我建構量表（獨立我） 24
表4-6 自我建構量表（相依我） 24
表5-1 樣本資料統計分析 26
表5-2　 Cronbach’s α信度分析 26
表5-3 實驗一之ANOVA Table 27
表5-4 實驗一交互作用對知覺風險影響之Mean Table 27
表5-5 實驗一之簡單主要效果 28
表5-7實驗一中介效果分析表(95%信賴區間) 29
表5-8 實驗一假說彙整 30
表5-9 樣本資料統計分析 31
表5-10 實驗二信度分析 32
表5-11 實驗二ANOVA table 32
表5-12實驗二之交互作用 32
表5-13實驗二之簡單主要效果 33
表5-14實驗一中介效果分析表(95%信賴區間) 34
表5-15 實驗二假說彙整 35

林美吟 (2009)，〈利他、利己綠色廣告訴求之廣告效果研究-以綠色生活型 態為干擾變數〉，淡江大學國際貿易學系國際企業學碩士班碩士論文。
吳淑玉，利他、利己綠色廣告訴求對廣告效果之研究-以環境知識為干擾變數，淡江大學國際商學碩士在職專班學位論文 ； 2010年 (2010 / 01 / 01) ， P1 - 81
阮俊瑋（2014），廣告訴求與說服策略對消費矛盾與購買意圖之影響。朝陽科技大學企業管理系學位論文。2014。1-48。
祝鳳岡(1998)，廣告策略之探討─系統建構觀點，廣告學研究，第十集，國立政 治大學廣告學系。
黃慧新 1995 中華管理評論國際學報‧第 18 卷‧第 1 期 /從生態效益觀點探討綠色廣告特徵與消費者特質對綠色產品購買意願

黃鈺芳(2011)。誇大手法廣告對綠色產品購買意願的影響-以利他主義、 利己主義和綠色涉入度為干擾變數。碩士論文，逢甲大學國際貿易學系研究所，臺中
劉錦添(民 81)。台灣地區民眾對環境風險下的行為分析─台北及高雄地區。行 政院環保署
Aaker, Jennifer L. and Angela Y. Lee (2001), “‘I’ Seek Pleasures and ‘We’ Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion,” Journal of Con- sumer Research, 28 (June), 33–49.
Aaker, Jennifer L. and Patti Williams (1998), “Empathy versus Pride: The Influence of Emotional Appeals across Cultures,” Journal of Consumer Research, 25 (December), 241–61.
Bauer, R. A., Consumer behavior at risk taking, in Cox. D. F. (Ed.), Risk Taking and Information Handling in Consumer Behavior., Harvard University Press. Boston. MA, 1960, 23-33. 

Banerjee, S., C. Gulas, and E. Iyer (1995), “Shades of Green: A Multidimensional Analysis of Environmental Advertising,” Journal of Advertising, Vol. 24(2), pp. 21-31.
Cox, D. F., Risk handling in consumer behavior-An intensive study of two cases. In Cox, D. F. (Ed.), Risk Taking and Information Handling in Consumer Behavior, 34-81. Boston: Harvard University Press, 1967.
Carlson, L., S. J. Grove and N. Kangum (1993), “A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach,” Journal of Advertising, Vol. 22, No. 3, PP. 27-39.
Chung, C. M. Y. and P. R. Darke (2006). "The consumer as advocate: Self-relevance, culture, and word-of-mouth." Marketing Letters 17(4): 269-279.

Chang, C. （2011）。 Feeling AmbivAlent About going green Implications for Green Advertising Processing。Journal of Advertising,， 40（no.4），頁 19–31。 doi: 10.2753/JOA0091-3367400402

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effect of Price, Brand, and Store Information on Buyers’ Product Evaluation. Journal of Marketing Research, 28(3), 307- 319. 

D’Souza, C. and M. Taghian (2005), “Green Advertising Effects on Attitude and Choice of Advertising Themes,” Asia Pacific Journal of Marketing and Logistics, Vol. 17(3), pp. 51-66.
Escalas, J. E., & Bettman, J. R. (2002). You are what they eat: the influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology.
Forsythe, S. M. & Shi, B. (2003), Consumer Patronage and Risk Perceptions in Internet Shopping, Journal of Business Research, Vol.56, pp.867-875.
Gardner, W. L., Gabriel, S., & Lee, A. Y. (1999). “I” value freedom, but “We” value relationships: self-construal priming mirrors cultural differences in judgment. Psychological Science, 4, 321-326

Geertz, C. (1975). On the nature of anthropological understanding. American Scientist, 63, 47-53.
Gardner, M. P. (1983), “Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations,” Journal of Consumer Research, Vol. 10, pp. 310-318.
Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value on service quality expectation, risk perceptions and purchase intentions in the dental industry. The Journal of Service Marketing, 13(1), 59-70.
Hartmann, P., V. A. Ibanez and F. J. F. Sainz (2005), “Green Branding Effects on Attitude: Functional versus Emotional Positioning Strategies,” Marketing Intelligence and Planning, Vol. 23, No. 1, PP. 9-29.
Holbrook, M. B. and J. A. Howard (1977). "Frequently purchased nondurable goods and services." Selected Aspects of Consumer Behavior, Robert Ferber, ed., Washington, DC: National Science Foundation: 189-222.
Iyer, E., S. Banerjee and C. Gulas (1993), “An Expose on Green Television Ads,” Advances in Consumer Research, Vol. 21, PP. 292-298.
Iyer, E., S. Banerjee and C. Gulas (1995), “Shades of Green: A Multidimensional Analysis of Environmental Advertising,” Journal of Advertising, Vol. 24, No. 2, PP. 21-31.
Iyer, E. and B. Banerjee (1992), “Anatomy of Green Advertising,” Advances in Consumer Research, Vol. 20, PP. 494-501.
Jacoby, J. & Kaplan, L. (1972), The Components of Perceived Risk, Proceedings of Third Annual Conference, Association for Consumer Research, pp.382-393.
Kotler, P. (1991), Marketing Management: Analysis, Planning, Implementation and Control (7th ed.), New Jersey: Prentice-Hall.
Kotler, P. (1994), Marketing- Analysis, Planning, Implementation, and Control, 8th ed., New Jersey, Prentice-Hall Inc.
Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation and Control (9th ed.), New Jersey: Prentice-Hall.
Kotler, P. (2000), Marketing Management (Millennium ed.), New Jersey: Prentice- Hall.
Lee, A. Y., Aaker, J.L., & Gardner, W. L. (2000). The pleasures and pains of distinct self-construals: the role of interdependence in regulatory focus. Journal of Personality and Social Psychology, 78(6), 1122-1134.
May, J. (2011). Egoism, Empathy, and Self-Other Merging. Southern Journal of Philosophy, 49, 25-39.
Mintel (1995), The Second Green Consumer Report, London: Mintel.
Mohamed, M. M. (2007), “A Hierarchical Analysis of The Green Consciousness of The Egyptian Consumer,” Psychology and Marketing, Vol. 24, No. 5,
PP. 445-473.
Murphy, P. E. and B. M. Enis (1986). "Classifying products strategically." The Journal of Marketing 50(3): 24-42.
Markus, H. R., & Kitayama, S. (1991). Culture and the self: implications for cognition , emotion, and motivation. Psychological Review, 98, 224-253.
Marsella, A., DeVos, G., & Hsu, F. L. K. “Eds.” (1985). Culture and self. London: Tavistock.

Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. In Jacoby, J., & Olson, J. (Eds.), The Perception of Merchandise and Store Quality (pp.209-232). Lexington, MA: Lexington Books.
Murray, K. B. & Schlacter, J. L. (1990), The Impact of Services Versus Goods on Consumers’ Assessment of Perceived Risk and Variability, Journal of the Academy of Marketing Science, Vol.18, No.1, pp.51-65.
Nisbett, R. E., Peng, K. P., Choi, I., & Norenzayan, A. (2001). Culture and systems of though: holistic versus analytic congnition. Psychological Review, 108(2), 291-310.
Ng, Sharon and Michael J. Houston (2006), “Exemplars or Beliefs? The Impact of Self-View on the Nature and Relative Influence of Brand Associations,” Journal of Consumer Research, 32 (March), 519–29.
 Peloza J,Katherine W, Shang Jingzhi.Good and guilt-free:the role of self-accountability in influencing preferences for products with ethical attributes. Journal of Marketing, 2013, 77(1): 104-119.


Peattie, K. (1992), Green Marketing, The M and E Handbook Series, Longman, London, 1992.
PARK, K.、LEE, K. (2016)。 IS GREEN PRODUCT PURCHASING AN INNOVATIVE OR CONSPICUOUS BEHAVIOR?。SOCIAL BEHAVIOR AND PERSONALITY， 44(1)，頁 29-44。 doi: https://doi.org/10.2224/sbp.2016.44.1.29
Roselius, T. (1971), Consumer Rankings of Risk Reduction Methods,Journal of Marketing, Vol.35, pp.56-61.
Sandage, C. H., V. Fryburger and K. Rotzoll (1989), Advertising, New York: Pitman Publishing.
Schultz, P. (2000). Empathizing With Nature: The Effects of Perspective Taking on Concern for Environmental Issues. Journal of Social Issues, 56, 31-42.
Stern, P. C., T. Dietz, and L. Kalof (1993), “Value Orientations, Gender, and Environmental Concern,” Environment and Behavior, Vol. 25(3), pp. 322-348.
Schiffman, L.G. & Kanuk, L.L. (2000). Consumer Behavior. New York: Prentice Hill.
Spears, N. & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
Staub, E. (1978), Positive Social Behavior and Morality: Social and Personal Influences, Vol. 1, Academic Press, New York.
Triandis, H. C. (1989). The self and social behavior in differing cultural context. Psychology Review, 96(2), 506-520.
The Roper Organization , The Environment: Public Attitude and Behavior, New York,1990.
Wang, & Charlie, C. L., (2000). Right appeals for the right self: connectedness-separateness self-schema and cross-cultural persuasion. Journal of Marketing Communications, 6(4), 205-217.
Wilcox, C. Rozell, M. J., & Gunn, R. (1996). Religious coalitions in the new christian right. Social Science Quarterly, 77, 543-558.
Weinstein, N. D. (1980). Unrealistic optimism about future life events. J. Pers. Soc.