• Management & Information Systems Review
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• v.28 no.1
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• pp.99-124
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• 2009

This study has observed the influence of green advertisemen on the attitude of consumers in relation to its message effect. The analysis has been conducted in the perpective of awareness-emotion -behavior targeting housewives based on the message structure of the advertisement(conclusion omission type/ conclusion offer type). Results of the analysis are as follows : 1) Green advertisement was more effective for the attitude toward advertisement and products than non-green advertisement and in the case of high involvement the conclusion omission message was more effective than the conclusion offer message. 2) Green advertisement was more effective also for the emotion side than non-green advertisement and the conclusion omission message was found more effective than the conclusion offer message. 3) Green advertisement was found more effective for purchasing activities than non-green advertisement and the conclusion omission message was found more effective than the conclusion offer message in the case of high involvement. 4) In case of the conclusion offer type structure of green advertisement the awareness side influenced purchasing activities and in case of the conclusion omission type structure of green advertisement the emotion side influenced purchasing activities. Besides that in case of the conclusion offer type structure of non-green advertisement both the awareness and emotion sides were found to influence purchasing activities. No difference was found in the conclusion omission type structure of non-green advertisement.