소비자들의 환경 문제에 대한 지각 수준과 수자원 절약 광고 유형이 광고 태도 및 행동의도에 미치는 영향

초록

This research investigates the effect of consumers' level of environmental concern and the type of water saving ad on the attitude toward the ad and behavioral intention. An experiment was conducted using a 2 (level of environmental concern: high vs. low) x 2 (type of advertising: monetary vs. non-monetary) between-participants factorial design. The results revealed that consumers with high level of environmental concern show more favorable attitude toward the ad and higher water saving intention than those with low level of environmental concern. Also, a 'monetary' ad emphasizing the money saving aspect of water saving behavior was less effective than a 'nonmonetary' ad with an emphasis on environmental protection through water saving. Furthermore, there emerged an interactive effect of environmental concern and type of advertising. When consumers were exposed to the monetary ad, they were not favorably influenced by the ad regardless of the level of environmental concern. In contrast, consumers with high (vs. low) level of environmental concern were favorably influenced by the nonmonetary ad. Finally, theoretical as well as practical implications of the findings were discussed.

키워드