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Research on Corporate Social Responsibility Advertising Design

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Sustainability Through Innovation in Product Life Cycle Design

Part of the book series: EcoProduction ((ECOPROD))

Abstract

To carry out green marketing, enterprises should strive to reach a balance between commercial interests and environmental protection, identify the factors that influence consumers’ purchase decisions on green products, and develop appropriate marketing strategies, in order to be more competitive. This paper discusses the advertising design of cause-related marketing (CRM) and green processes (GP) of corporate social responsibility (CSR), and control group (CG) advertisings, and analyzes the influence of CSR advertising design and film information of consumers. This study adopted the quasi-experiment mode and conducted empirical research according to 3 × 2 between-subjects factorial designs. The results showed that consumers have a relatively positive response to CSR advertising designs and film information. After viewing the CRM film, the subjects changed their attitude regarding CRM advertising, but no effect was found in the GP advertising. The findings of this study can provide an understanding to the effects of the two CSR advertising designs and film information for reference to future green marketing planning.

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Acknowledgments

We are grateful to all the participants in our studies. We gratefully acknowledged the Overseas Chinese University Taiwan and the National Yunlin University of Science and Technology Taiwan for assistance in collecting the data. This research was supposed under the Ministry of Science and Technology of the Republic of China funding scheme (project number 104-2410-H-240-007).

Author information

Authors and Affiliations

  1. School of Information Technology and Design, Department of Multimedia and Game Design, Overseas Chinese University, Taichung, Taiwan

    Tsai-Feng Kao

  2. Graduate School & Department of Creative Design, National Yunlin University of Science & Technology, Yunlin, Taiwan

    Jui-Che Tu

Authors
  1. Tsai-Feng Kao
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  2. Jui-Che Tu
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Corresponding author

Correspondence to Tsai-Feng Kao .

Editor information

Editors and Affiliations

  1. National Institute of Advanced Industrial Science and Technology (AIST), Tsukuba, Japan

    Mitsutaka Matsumoto

  2. National Institute of Advanced Industrial Science and Technology (AIST), Tsukuba, Japan

    Keijiro Masui

  3. Osaka University, Suita, Japan

    Shinichi Fukushige

  4. National Institute of Advanced Industrial Science and Technology (AIST), Tsukuba, Japan

    Shinsuke Kondoh

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Kao, TF., Tu, JC. (2017). Research on Corporate Social Responsibility Advertising Design. In: Matsumoto, M., Masui, K., Fukushige, S., Kondoh, S. (eds) Sustainability Through Innovation in Product Life Cycle Design. EcoProduction. Springer, Singapore. https://doi.org/10.1007/978-981-10-0471-1_25

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