earticle

영어

This Study has observed the influence of green advertising on the attitude of consumers in relation to its message effect. The analysis has been conducted in the perspective of awareness-emotion-behavior targeting housewives based on the message structure of the advertising(conclusion omission type/conclusion offer type). Results of the analysis are as follows : Green advertising was more effective for the attitude toward advertising and products than non-green advertising and in the case of high involvement the conclusion omission message was more effective than the conclusion offer message.