隨著環境變遷、自然資源日漸耗損，越來越多的消費者在從事購買決策時會將環境議題納入考量，而企業為了回應這樣的綠色趨勢，也紛紛將環境議題加入產品廣告之中，以綠色行銷策略吸引消費者，這樣的綠色浪潮也蔓延至髮妝市場當中。根據7nET表示，隨著消費者綠色意識的覺醒，2014年相較於去年，無矽靈、草本修護與有機類髮品之銷售量大幅成長了2倍，佔全年整體髮品銷售量將近40%。
本研究希望能找出髮妝產品企業在不同類型的綠色廣告訴求中，應如何針對不同廣告涉入程度的消費者，以及不同消費者強調的品牌利益與調節焦點，制定最有效的廣告內容，吸引消費者目光。如此一來，不僅可以協助企業實行社會責任的義務並同時達成獲利，消費者也可以購買到對人體較無害的產品，若能有效刺激消費者落實綠色消費行為，更可維護地球資源與環境，促使企業、消費者及環境三方面皆獲得助益。
本研究設計理性與感性兩種版本的平面廣告，並於問卷中設計篩選題，剔除無效樣本後，兩個版本的問卷各回收150份，有效問卷共計300份，將此樣本以迴歸模型來驗證綠色廣告訴求、品牌利益、廣告涉入、調節焦點與購買意圖之關係。驗證結果顯示：
一、 理性與感性的綠色廣告訴求皆能夠顯著的正向影響消費者的購買意圖。
二、 功能性利益能夠顯著的正向影響消費者的購買意圖。
三、 採用感性的綠色廣告訴求時，象徵性利益能夠顯著地正向強化消費者的購買意圖。
四、 採用理性的綠色廣告訴求時，促進焦點能夠顯著地正向強化消費者的購買意圖

Due to climate change and gradually depletion of natural resources, a growing number of consumers are being concerned about environmental issues when they are making purchase decisions. Parallel to this trend, the use of environmental appeals in advertising is very popular among practitioners and marketers. According to 7net, herbal or organic hair care products without Dimethicone had grew double and accounted for 40% of total hair care products in sales in 2014.
The goal of this study is to find the best green advertising strategies for green hair care companies according to different consumers’ characteristics. Thus, companies can not only fulfill their corporate social responsibility, but also gain more profits；consumers can buy the products which do less harm to their health；the environment can avoid being disrupted. That is, companies, consumers and environment can all get benefits.
This study designs two types of green advertising providing rational appeal and emotional appeal to examine the efficacy of different advertising. This study used 300 samples to do regression analysis to test the impact of green advertising appeal, brand benefits, advertising involvement and regulatory focus on purchase Intention. The results are as following：
1. Both rational and emotional appeals can significantly enhance consumers’ purchase intention.
2. Functional benefits can significantly enhance consumers’ purchase intention.
3. When using emotional appeals, symbolic benefits can significantly enhance consumers’ purchase intention.
4. When using rational appeals, promotion focus can significantly enhance consumers’ purchase intention.
From this study, we found out that different green advertisements could enhance consumers’ purchase intention under different situations. That is, companies should take different consumers’ characteristics into considerations and make the suitable advertising strategies.

Key words：Green Advertising Appeal, Brand Benefits, Advertising Involvement, Regulatory Focus

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網路資料
1. 歐萊德官方網站
http://www.oright.com.tw/
2. 歐萊德臉書粉絲專頁
https://www.facebook.com/hairoright/?fref=ts
3. 蘋果日報（2014），「網購有機保養品銷量增2倍」。
http://www.appledaily.com.tw/appledaily/article/supplement/20141219/36275365/