EFFECT OF GREEN PRODUCTS ADVERTISING DESIGN DEMAND ON ENVIRONMENT AWARENESS AND CONSUMERS' PURCHASE INTENTION - CASE ON DEHUA CERAMIC TEA SETS

摘要

In recent years, the creative approach of urban renaissance through art-culture orientation prevails. Each and every government is dedicated to prompt cultural and creative industry, providing for it more diverse services and commodities, and the development of the industry is made a highly valued economic policy by nations around the globe. To boost cultural and creative industry, it is essential to get a hold of pulses and tendencies of cultural consumption, thus the start-up advantages would be captured. Adopting appropriate measures and approaches, improving cultural consumption needs and hierarchies, only by those means can long-term business success be achieved. In this research, the experimental design model is adopted to carry out the experiment. 400 Dehua Tea-Ware consumers were taken as the experiment object. Environmental protection advertising design demands and environment awareness 2 x 2 experiments were implemented, as well as the experiment group - Environmental protection advertising design demand (egoistic aspect) versus environment awareness (general conventional teaching). In the end, subject to the results, advices are drawn out in the hope of the elevating utilising effects of green products advertising design in cultural and creative industry, assisting the sales of cultural and creative products, and achieving the goal of sustainable business.