根據過去對於綠色消費的研究，長遠思考與利他動機可能是影響綠色消費態度的因素。然而，過去研究很少直接檢驗長遠思考與綠色消費態度的關係，並且也未從華人文化之特色，探討利他訴求的廣告。因此，本研究以實驗法檢驗「未來時間觀」（future time prospective）與「廣告訴求團體」（group appeal of advertisement）對於綠色消費態度的影響。「未來時間觀」是指個體對長遠未來的整體關注與相應考慮；「廣告訴求團體」則是指廣告訴求內容中強調的受惠團體。根據過去理論與研究，本研究之假設為：（一）抱持「未來時間觀」者比未抱持者具有較高的綠色消費態度。（二）以內團體利益為訴求的廣告比外團體訴求可使人具有較高的綠色消費態度。（三）「廣告訴求團體」會調節「未來時間觀」與綠色消費態度之間的效果。本研究以方便和滾雪球取樣法，於網路招募208位成年且居住臺灣六年以上之參與者（女性佔71.2%，平均年齡26.61歲），並且於網路平台進行實驗，採2（未來時間觀：未來時間觀組/非未來時間觀組）× 2（廣告訴求團體：內團體/外團體）之完全受試者間設計。參與者接受「未來時間觀」操弄之後，觀看不同訴求團體之廣告，然後填寫研究者自編之態度量表，包括綠色消費之情緒、認知與行為傾向態度。多變量變異數分析（MANOVA）結果顯示：「未來時間觀」與「廣告訴求」對於各項綠色消費態度的主效果皆未達顯著，但二者在綠色消費「認知態度」以及「行為傾向態度」的交互作用達顯著。簡單主效果分析結果顯示：「未來時間觀—內團體組」之態度顯著高於「未來時間觀—外團體組」，而「非未來時間觀—內團體組」與「非未來時間觀—外團體組」之態度則差異不大。此外，針對參與者於「未來時間觀」操弄時填寫的文字進行內容分析，結果發現：「未來時間觀組」提及內團體成員的字詞頻率顯著高於「非未來時間觀組」，表示抱持「未來時間觀」傾向使人聯想或思慮到內團體。綜合而言，本研究結果顯示：「未來時間觀」與「廣告訴求團體」對於綠色消費的認知與行為傾向態度具有交互作用效果。因此，若能促使消費者思考長遠未來並使用與內團體相近促銷文案，將有助於推廣綠色消費。

According to previous researches, the two main factors that influence green consumption are considering of future and altruism. However, past studies neither focused on the future consideration nor investigated altruistic advertising based on the characteristics of Chinese culture. Therefore, the present study carried out an experiment to examine the effects of future time perspective (FTP) and group appeal of advertisement (GAD) on green consumption attitudes. The definition of FTP is the general concern for and corresponding consideration of one’s future and GAD is appeals of the beneficiary group to an advertisement. The authors argue that: (1) People who hold FTP have higher green consumption attitudes than those who do not; (2) The appeal of advertising called for in-group’s benefits can generate higher green consumption attitudes than those called for out-group’s benefits; (3) GAD can moderate the effect between FTP and green consumption attitudes. The convenience and snowball sampling methods were adopted for recruiting participates through online social media platforms. Participants were composed of 208 adults in Taiwan (71.2% female, age mean = 26.61). A between-subject designed experiment was conducted to examine the effects of FTP (FTP vs. N-FTP) and GAD (in-group vs. out-group) on participants’ attitudes toward the green advertisements. Participants received the manipulation of FTP and then watched an advertisement with a specific GAD type. Afterward, they were asked to answer a green consumption attitude scale, which was developed by this study, including affective, cognitive, and behavioral intention attitudes. The results of multivariate analysis of variance (MANOVA) indicate that there are no significant main effects on green consumption attitudes for FTP or GAD, but there are significant interactive effects (ps < .05) on green consumption cognitive and behavioral intention attitudes. Furthermore, the results of simple main effect show that the green consumption attitudes of “FTP/in-group” are significantly higher than “FTP/out-group”, and there are no significant differences between the attitudes of “N-FTP/in-group” and “N-FTP/out-group”. In conclusion, this study shows that FTP and GAD have an interaction effect on cognitive and behavioral intention attitudes toward green advertisements. Therefore, if consumers can be motivated to think more about the future and simultaneously be exposed to advertisements appealing to in-group benefits, the promotion of green consumption will be more effective.

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