When the Green is Going to Be Seen Online
| Autor: | Li-Jeng Chen, 陳俐礽 |
|---|---|
| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Recently, researchers associate green product consumer behavior with caring, environmental behaviors, and competition for status. Griskevicius et al. (2010), draw their framework mainly on two theories, the costly signaling theory (Miller, 2000; Zahavi, 1975), and the competitive altruism (Roberts, 1998; Van Vugt, Roberts, & Hardy, 2007). The result of Griskevicius et al. (2010) showed that status motive would increase preferences for green products over more luxurious and better performing nongreen products when people shop offline. Contrarily, status motives are unable to produce the same outcome when shopping decisions are made online. However, we question that whether, with the advance of social media, online shopping alone at home as indicated in Griskevicius et al. (2010) really is a “private” environment? As the technology of online shopping is more and more flourishing, company take advantage of the social media like Facebook fan page, and develop online marketing strategy to reach target audience. Therefore, we argue, an actual online environment may not be as vacuum from others and “private” as the study of Griskevicius et al. (2010) assumes. Online social presence may thus have effect similar to the offline shopping environment on the decision to purchase green products. Moreover, the level of interaction in the social media, may even influence the effect of company’s online marketing strategy (Naylor et al., 2012). Through the different condition of mere virtual presence (MVP), we measure three types of MVP condition(similar, dissimilar, and ambiguous MVP condition) and suggest a new green brand which type of condition may be the most effective one to connect their green product and target audience. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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