企业环境话语建构方式对公众态度的影响——基于两种绿色广告诉求的对比分析
The Effect of Corporate Environmental Communication on Public Attitudes——A Comparative Research of Green Appeals in Advertisements
作者：黄河;杨小涵;
Author：
收稿日期： 年卷（期）页码：2020,227(02):-114-126
期刊名称：四川大学学报(哲学社会科学版)
Journal Name：Journal of Sichuan University (Social Science Edition）
关键字：环境传播;绿色广告;归因理论;结构方程模型
Key words：
基金项目：国家社会科学基金项目“新媒体语境下环境公共议题的多元话语建构与互动研究”(17BXW055)
中文摘要
作为开展环境传播、践行环保责任的重要主体,越来越多的企业开始借助绿色广告这一方式与公众进行沟通,力求在唤醒公众环保意识、吸引公众更多地关注环境问题、促使公众积极展开环保行为的同时,提升企业品牌形象和产品销量。在环境话语建构中,绿色广告是企业使用最频繁、效果最显著的沟通方式。绿色广告通常会强调产品"环境友好"的特征,部分企业也开始尝试在广告中呼吁消费者"减少消费/减少消耗"。通过对比分析可以发现,消费者对前一类绿色广告的态度更积极,在广告中使用自然图片会改善广告传播的效果;在归因理论的视角下,当消费者对企业动机有较好评价时,他们更倾向于信任产品的环保效果、企业的环保行为,而这又能进一步增强企业环境传播的效果。
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