近幾年來，人們為求得生活水準的提升，不斷開發新技術並拓展全球化，造成大量排放廢氣、棲息地破壞，環境受到嚴重汙染。為了保護地球，環保團體與政府大力提倡環保，企業更是將環保帶入生產面，綠色產品開始嶄露頭角。為了瞭解什麼樣的消費者較容易受到影響並購買綠色產品，企業又該如何創造行銷說服消費者購買，本研究採納內隱理論與自我構念理論來區隔消費者，並考慮到消費者的環保態度，以廣告訴求作為操弄因子，探討消費者的購買意願及其偏好。

　　實驗一中，以內隱理論將人的特質區分為二: 本質論者與增長理論者。結果我們發現廣告訴求確實為影響消費者購買意願的有效變數；有較高環境敏感的消費者會較容易被說服購買綠色產品；增長理論者較容易被理性訴求廣告所吸引，而本質論者對於感性訴求的興趣較高，較容易被影響。

　　而實驗二中，為了瞭解如何提升本質理論者的購買意願，我們採納感性訴求作為操弄因子，另外也加入自我構念理論，再將人的性格細分為二: 獨立我與相依我。結果發現，當本質理論者被設定獨立我的情況，他們較容易被感性廣告訴求所吸引，購買意願也有提升；反之，當本質理論者被設定相依我的情況下，他們對於廣告訴求的吸引力和增長理論者相比，並沒有明顯差異。

　　People abused the resources and destroyed many habitats to improve our quality of life, and thus caused severe pollution and unusual climate. In order to save the earth, green group advocated doing recycle and using green products. We used implicit theory to divide people into two type personalities: entity theorists and incremental theorists and used advertising appeal to manipulate in situation.

　　In study1, we found that advertising appeal is an effective factor to influence consumers’ intention. Participants who had higher environmental concern were more willing to buy the green product. When incremental theorists read the rational appeal, they were more attracted by the advertisement and have higher preference to buy the product. In contrast, when entity theorists read emotional appeal, they were more preferred to buy the product than saw rational appeal advertisement.

　　Then in study2, we added the self construal factor to examine whether it could influence consumers’ perception. As the result indicated, in emotional appeals advertisement, independent individuals have higher purchase intention than interdependent individuals. When people saw emotional appeal ad, entity theorists which primed independent self will have higher purchase intention than incremental theorists. In contrast, when people saw emotional appeal ad, entity theorists which primed interdependent self will have no significant difference with incremental theorists.

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