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자료유형
학술대회자료
저자정보
박윤서 (전북대학교) 장우성 (전북대학교)
저널정보
한국경영과학회 한국경영과학회 학술대회논문집 한국경영과학회 2013년 춘계공동학술대회 논문집
발행연도
2013.5
수록면
917 - 924 (8page)

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With the emergence of serious environmental pollution in the current society, consumers started having great interest in the environment, and their preference to eco-friendly products has been on the rapid rise. As a result, companies make a lot of efforts to make consumers recognize that their products are eco-friendly. One of the efforts they make is eco-friendly product advertising. Although the eco-friendly advertising gives a positive effect to an improvement in corporate image, studies on eco-friendly product advertising have been conducted in a limited way. In other words, previous studies revealed that eco-friendly product advertising positively affected corporate image and attitude toward eco-friendly products, but there is a lack of research on the differences in eco-friendly product advertising"s effects on between intrinsic cues like consumers" environmental consciousness and extrinsic cues like message framing and advertising appeal types. Therefore, focusing on the recently noticeable eco-friendly products, this work investigated the relations between advertising appeal types of eco-friendly products and consumers" advertising attitude (product attitude), and examined the moderating effect of consumers" environmental consciousness and message framing that are expected to affect the personal characteristics of consumers when they purchase eco-friendly products.

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Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구가설 및 연구모형설정
Ⅴ. 연구가설 검증
Ⅵ. 결론
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UCI(KEPA) : I410-ECN-0101-2018-020-000841537