環境議題近年來受到高度關注，而社會因素在這股風潮中扮演重要的角色。綠色產品一直以來被視為價格較高且耐用性較差的商品，消費者的購買意願與行為意圖之間存在相當大的差距。過去的綠色產品廣告大多使用恐懼訴求吸引消費者的注意力。然而過多的負面訊息，反而會引發消費者逃避與抗拒的心態，進而降低購買意願。許多研究都指出使用正面廣告訴求的效益，並會透過個人情緒反應的干擾效果，提升消費者感知的社群形象與綠色產品廣告態度，進而提升消費者的綠色產品購買意願。實驗選用矽膠食物袋做為廣告主題，並拍攝製作三個版本的實驗廣告，分別為正面訴求、負面訴求與控制組。本研究採用線上實驗法，針對台灣消費者發放線上問卷，共收回300份樣本，其中236份為有效問卷。受測者隨機觀賞一支實驗廣告並填答問卷。研究結果顯示不同的廣告訴求，經由不同高低程度的自豪感與羞恥感干擾，會顯著增加消費者的社群形象感知與綠色廣告態度，進而提升對該綠色產品的購買意願。而研究結果也表明使用正面廣告訴求，可以降低消費者看完廣告後，因為自己沒有使用綠色產品感到羞恥時，對廣告產生的負面影響。針對這些發現，本研究提出管理意涵的討論。

Environmental issues have received a great attention in recent years, and social factors play an important role in this trend. Green products have been regarded as high-priced but low-quality. The is a huge gap between consumers’ attitude and behavior. According to literature review, green advertising mostly applied fear appeals to attract consumer's attention through scary pictures or threatening content. However, too many negative emotions make consumers avoid or resist to receive those messages. Research has pointed out the advantages of using positive advertising appeals in green marketing. Some studies suggested that by using different type of advertising appeals advertisements and through the moderation effect of personal emotions, purchase intentions can be significantly enhanced.

In view of this, we utilized silicone food bags as an advertising material, and produced three versions of experimental advertisements, including positive, negative and neutral advertising appeals. Through online experiment, a total of 300 Taiwanese samples were collected, of which 236 were valid questionnaires. Participants randomly watch a version of advertisement and fill out a questionnaire. Results show that through the moderation effect of Pride and Shame, different advertising appeal will significantly increase consumers’ perceptions of social image and green advertising attitudes, thereby increasing their intention to buy green products. The research also show that the use of positive advertising appeal will reduce the negative impact on advertising when consumers feel ashamed of not using green products after watching the advertisement. Managerial implications were discussed.

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