TV그린광고의 분석 및 소비자 태도에 관한 연구

Abstract

According to the tendency in which the perception about the environmental concern and importance are increasing all over the world, the environmental policies and activities are actively conducting in Korea. As the government, corporations and consumers' environmental concern and importance are growing, green marketing has also grown. Among the green marketing methods, TV green ad strongly affects consumers. Due to this influence, Numerous attempts have been made by scholars to demonstrate studies on TV green ads. But fewer studies have attempted to construct studies on the analysis of TV green ads along with consumer’s attitudes of TV green ads. Therefore, the purpose of this study is to analyze the tendency of recent televised green ads and to examine how to affect consumer preference and purchase intention about the product and service through TV green ads. To fulfill the purpose of this study, TV green ads were analysed from constituted methods based on previous studies. And online and offline surveys were conducted into 318 consumers of all ages except for teenagers. The questionnaire survey data were used for statistical analysis by SPSS 18.0. Basic statistical analysis such as frequency analysis and mean(standard deviation), T-test, One-way ANOVA, multiple regression analysis were performed. The major results of this study are as follows. First, TV green ads comprised 6.04% of all TV ads. The ratio of TV green ads is insignificant. But compared to previous studies, the number of TV green ads have been increasing steadily. Second, Most of the consumers frequently doesn't encountered TV green ads. And 41.5% consumers perceived the expression level of TV green ads as the superficial expression level. Third, Comparing analysis results of TV green ads with the consumer evaluation is as follows. 78.6% consumers evaluated a ‘public service ad' type as a proper type of TV green ads. But analysis results of TV green ads showed that the most often used ad type was a ‘product ad'(53.8%)type. Showing that the most often used ad type was a ‘product ad' type, analysis results of TV green ads were distinguished from the consumer evaluation. 32.7% consumers evaluated a ‘public office/organization/public service/corporation PR ad'(36.9%)type as a proper type of TV green ads. Analysis results of TV green ads also showed that the most often used ad type was a ‘public office/organization/public service/corporation PR ad' type. Therefore the results about analysis of TV green ads and the consumer evaluation coincided. 31.1% consumers evaluated a ‘the wholeenvironment matter' type as a proper type of TV green ads. But analysis results of TV green ads showed that the most often used ad type was a ‘human health/happy life'(52.3%)type. Showing that the most often used ad type was a ‘human health/happy life' type, analysis results of TV green ads were distinguished from the consumer evaluation. 56.3% consumers evaluated a ‘corporate image' type as a frequent type of TV green ads. But analysis results of TV green ads showed that the most often used ad type was a ‘product image promotion'(36.2%)type. Showing that the most often used ad type was a ‘product image promotion' type, analysis results of TV green ads were distinguished from the consumer evaluation. 54.4% consumers evaluated a ‘environmental fact emphasis' type as a proper type of TV green ads. But analysis results of TV green ads showed that the most often used ad type was a ‘eco-friendly product emphasis'(26.9%)type. Showing that the most often used ad type was a ‘eco-friendly product emphasis' type, analysis results of TV green ads were distinguished from the consumer evaluation. 52.7% consumers evaluated a 'natural landscape/natural object' type as a proper type of TV green ads. Analysis results of TV green ads also showed that the most often used ad type was a 'natural landscape/natural object'(37.7%)type. Therefore the results about analysis of TV green ads and the consumer evaluation coincided. 51.3% consumers evaluated a ‘emotional appeal' type as a proper type of TV green ads. Analysis results of TV green ads also showed that the most often used ad type was a ‘emotional appeal'(49.2%)type. Therefore the results about analysis of TV green ads and the consumer evaluation coincided. 24.5% consumers evaluated a ‘headline/copy' type as a proper type of the green factor. But analysis results of TV green ads showed that the most often used green factor’s type was a ‘visual+headline/copy'(59.2%)type. Showing that the most often used green factor’s type was a ‘visual+headline/copy' type, analysis results of TV green ads were distinguished from the consumer evaluation. Fourth, according to the consumer characteristics there were 5 attitudinal factors about TV green ads. In general, over 50s consumers had positive attitudes about TV green ads rather than 20s consumers. Also female consumers had positive attitudes about TV green ads rather than male consumers. Married persons had positive attitudes about TV green ads rather than unmarried persons. Fifth, this examined how to affect consumer preference and purchase intention about the product and service through TV green ads. The influence factors of consumer preference appeared an environmental concern variable and reliability, appropriateness, preference of 5 attitudinal factors about TV green ads. In consumer purchase intention, the influence factors appeared an age variable and a residential area variable. Also the influence factors of consumer purchase intention appeared an environmental concern variable and reliability, appropriateness, preference of 5 attitudinal factors about TV green ads. In this study, there were limitations that were an analysis of a single media, fragmentary analysis tool composition about TV green ads, lack of representativeness for residential area of survey respondents. But despite these limitations, it has significance that examined positive directions of TV green ads and consumer’s attitudes about TV green ads.