소셜미디어에 나타난 친환경 광고 메시지 유형이 브랜드에 대한 태도와 친환경 평가에 미치는 영향 (Types of Green Advertising Messages on Social Media and Their Impact on Viewers’ Overall Perceptions of Brands and Their Stance on Environmental Issues)

서지정보

· 발행기관 : 한국복식학회
· 수록지 정보 : 복식 / 73권 / 6호 / 1 ~ 18페이지
· 저자명 : 바툴가 나몬다리, 이진화

초록

This study, grounded in the framework of construal level theory, aims to investigate the specific impacts of concrete and abstract messaging portrayed in green advertisements on social media, focusing primarily on the effects on brand image. The research focuses on consumer perceptions of eco-friendly products from Korean outdoor brands, as well as viewers' overall evaluation of how the brands use green messaging.
Additionally, the study examines the correlation between message type, the level of persuasive knowledge activation, and overall advertisement effectiveness in terms of both brand image and evaluation of environmental issues. A survey was conducted among adult consumers in their 20s and 30s residing in Korea and utilized hierarchical regression analysis as the analytical approach. The findings revealed that incorporating abstract messages in advertisements for green fashion brands on social media had a positive impact on brand attitudes, specifically on perceptions of the brands' commitment to environmental sustainability. Furthermore, abstract messages yielded favorable results without the activation of persuasive knowledge. Interestingly, concrete messages produced positive results when persuasive knowledge was activated. Based on these findings, practical recommendations are provided for brands and copywriters regarding effective messaging strategies when promoting green fashion brands on social media, with a focus on addressing and preventing consumer interpretation of greenwashing.

영어초록

This study, grounded in the framework of construal level theory, aims to investigate the specific impacts of concrete and abstract messaging portrayed in green advertisements on social media, focusing primarily on the effects on brand image. The research focuses on consumer perceptions of eco-friendly products from Korean outdoor brands, as well as viewers' overall evaluation of how the brands use green messaging.
Additionally, the study examines the correlation between message type, the level of persuasive knowledge activation, and overall advertisement effectiveness in terms of both brand image and evaluation of environmental issues. A survey was conducted among adult consumers in their 20s and 30s residing in Korea and utilized hierarchical regression analysis as the analytical approach. The findings revealed that incorporating abstract messages in advertisements for green fashion brands on social media had a positive impact on brand attitudes, specifically on perceptions of the brands' commitment to environmental sustainability. Furthermore, abstract messages yielded favorable results without the activation of persuasive knowledge. Interestingly, concrete messages produced positive results when persuasive knowledge was activated. Based on these findings, practical recommendations are provided for brands and copywriters regarding effective messaging strategies when promoting green fashion brands on social media, with a focus on addressing and preventing consumer interpretation of greenwashing.

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