隨著全球暖化與各種環境問題的反撲，地球超載的危機已超乎想像，而化妝品一直都被視為不環保的產業。由於各國對環境永續的重視，大部分的美妝集團已經開始投入天然和有機化妝品的市場，然而，只靠開發永續產品對環境友善是不夠的，綠色行銷在銷售端也扮演重要角色；如何讓消費者選擇環境友善的產品，對現今企業來說乃是一大課題。
本研究以刺激 有機體 反應理論當作基礎，探討廣告訴求、廣告態度、購買意願與內控人格之間的關係，同時也檢視不同廣告訴求對消費者之綠色化妝品購買意願的影響，以及內控人格在廣告訴求與廣告態度之間的調節角色。
藉由線上問卷調查方式進行蒐集資料並進行統計分析，結果顯示本研究之研究模型配適度良好，同時：（11）恐懼訴求與環保訴求之廣告行銷對廣告態度均有正向影響；(2 相較於環保訴求，恐懼訴求之廣告更能正面影響廣告態度；
3 恐懼訴求與環保訴求之廣告態度對購買意願均有正向影響；(4 廣告態度會中介恐懼訴求及環保訴求之廣告行銷與購買意願的關係 5 內控人格對恐懼訴求之廣告行銷與廣告態度之關係有正面調節效果，對環保訴求之廣告行銷與廣告態度之關係則有負面調節效果。根據這些研究結果，本研究進一步探討相關的學術與實務意涵，並提出研究限制與建議，俾供未來研究參考。

With the crisis of global warming and various environmental issues, the Earth’s overload has reached an unimaginable level. The cosmetics industry, which has been considered environmentally unfriendly. However, in recent years, most of cosmetic firms have started devoting to the market of natural and organic cosmetics. However, it is not enough to solve environmental problems by developing sustainable products. Green marketing also plays a crucial role in sales aspect. Therefore, how to encourage consumers to choose environmentally friendly products is a significant challenge for present-day businesses.
This research mainly explores the relationship between advertising appeal, advertising attitude, purchase intention and internal locus of control. Based on S-O-R theory, this study also explores the mediating effect of advertising attitude in advertising appeal on purchase intention, and the moderating effect of internal locus of control in advertising appeal on advertising attitude.
This research questionnaire adopts is conducted online, which obtains 302 valid samples. The results show that (1) the advertisements with fear appeal has positive relationship with advertising attitude; (2) the advertisements with environmental sustainability appeal has positive relationship with advertising attitude; (3) environmental sustainability appeal outperform those with fear appeal on advertising attitude; (4) the advertising attitude after seeing fear appeal has a positive relationship with purchase intention; (5) the advertising attitude after seeing environmental sustainability appeal has a positive relationship with purchase intention; (6) advertising attitude has a mediating effect between fear appeal and purchase intention; (7) advertising attitude has a mediating effect between environmental sustainability appeal and purchase intention; (8) internal locus of control has a positive adjusting effect on the relationship between fear appeal and advertising attitude;(9) internal locus of control has a negative adjusting effect on the relationship between environmental sustainability appeal and advertising attitude. This study explores the academic and practical implications of findings and puts forward some research limitations and recommendations for future research.

論文審定書 i
誌 謝 ii
中文摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究範圍 6
第二章 文獻探討 10
第一節 綠色行銷 10
第二節 S O R 刺激 有機體 反應模型 14
第三節 變數介紹 16
第三章 研究方法 30
第一節 研究架構 30
第二節 研究樣本 31
第三節 研究假說彙整 33
第四節 操作性定義和衡量方式 34
第五節 統計分析方法 41
第四章 實證結果分析 43
第一節 模型檢測 43
第二節 相關分析 44
第三節 層級廻歸分析 46
第五章 結論與建議 55
第一節 研究分析結果 56
第二節 研究意涵 59
第三章 研究限制與未來研究建議 62
參考文獻 63
附錄 69

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