儘管面對節節上升的需求，親環境的行銷人員並沒有明確有效的行銷訴求方法來推廣親環境議題。第一個研究中指出，當受試者看過利他訴求後，不同利他主義程度的受試者，其省電行為會出現顯著差異。第二個研究指出，當受試者看過親環境的新聞後，在利他或利己訴求和受試者之不同利他主義程度之間，兩者的交互作用會影響省電行為，但此交互作用並未對省電意願產生影響。當受試者看過利他訴求後，相較於低利他主義的受試者，高利他主義的受試者願意忍受較高溫度的環境。另一方面來說，當受試者看過利己訴求後，相較於高利他主義的受試者，低利他主義的受試者願意忍受較高溫度的環境。在我們的研究中，我們專注在操弄消費者感受到之利己或利他程度，並以多種方法來推廣省電行為。

In spite of the increasing need, pro-environmental marketers have not yet completely drawn the outline of effective marketing appeals to promote pro-environmental issues. In the first study, there is a significant difference for energy conservation behavior between different levels of altruism when the other-benefit appeal is introduced. After presenting the pro-environmental news, results of second study demonstrate that interaction of other-benefit/ self-benefit marketing appeals and individual’ level of altruism influence the energy conservation behavior but have no impact on energy conservation intention. In particular, other-benefit appeal is more effective on the willingness to forgo thermal comforts when consumers are high in altruism than that are low in altruism. Conversely, self-benefit appeals generate more effectiveness on the willingness to forgo thermal comforts for people low in altruism than people high in altruism. In our research, we concentrated on manipulating consumer’s perceived self-benefit or other-benefit concerns. The diverse ways to promote energy conservation to consumers are discovered.

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