Influences of framing effect and green message on advertising effect

• Jui-Che Tu

  National Yunlin University of Science and Technology

• Tsai-Feng Kao

  National Yunlin University of Science and Technology

• Yi-Chan Tu

  National Kaohsiung University of Hospitality and Tourism

Designing green product marketing is a helpful solution for enhancing green awareness, and for promoting the protection of the environment. In this study we explored the framing effect in advertising design, and analyzed the relationship between framing effect (FE) and green message (GM), as well as their influences on advertising. We adopted a quasiexperimental method, and conducted empirical research according to 2 x 2 between-subject factors. The results showed that green messages influenced consumers’ reaction toward positive and negative frames. Consumers who did not receive green messages preferred positively framed advertising. After receiving a green message, the consumers’ attitudes regarding positively and negatively framed advertising were similar for both types.

1. Jui-Che Tu, National Yunlin University of Science and Technology
   Professor, Graduate School & Department of Creative Design
2. Tsai-Feng Kao, National Yunlin University of Science and Technology
   Graduate School of Design Doctoral Program
3. Yi-Chan Tu, National Kaohsiung University of Hospitality and Tourism
   Associate Professor, Center for Teacher Education

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