Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/43954
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dc.contributor.authorTan, Ying Ru.
dc.contributor.authorNg, Huai Ying.
dc.contributor.authorNg, Jia Yan.
dc.date.accessioned2011-05-16T04:26:02Z
dc.date.available2011-05-16T04:26:02Z
dc.date.copyright2011en_US
dc.date.issued2011
dc.identifier.urihttp://hdl.handle.net/10356/43954
dc.description.abstractThe objective of this study was to explore how environmental claim type and message goal-framing may affect consumer attitude towards environmental advertisements. Following a literature review of existing research on environmental claim type and goal framing, six hypotheses were proposed. A 2x2 factorial research that involved four treatment groups of test advertisements was conducted. Systematic sampling was adopted in the collection of 252 subject responses from undergraduates in Nanyang Technological University (NTU). Statistical findings showed that environmental claim type and goal-framing had a significant interaction effect on respondents‟ attitude towards environmental advertisement. Furthermore, an environmental advertisement using an image-claim and negative-framing was found to generate the most positive attitude. The concluding chapter discussed the managerial implications of this research. In the face of increasing scepticism and distrust for green advertisements and products, marketers must pay more attention to the development of environmental advertisements. Using environmental claim and message framing appropriately can help to improve consumers‟ attitude towards environmental advertisements.en_US
dc.format.extent62 p.en_US
dc.language.isoenen_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Business::Marketing::Environmental::Green marketingen_US
dc.titleEffect of goal-framing on attitude towards environmental advertisements.en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
dc.description.degreeBUSINESSen_US
dc.contributor.supervisor2Khoo Hong Mengen_US
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Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)
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