| 摘要 | 第5-6页 |
| Abstract | 第6页 |
| Abbreviations | 第9-10页 |
| CHAPTER Ⅰ- INTRODUCTION | 第10-14页 |
| 1.1 Statement of the problem | 第10-11页 |
| 1.2 Discussion of the research problem | 第11-12页 |
| 1.3 The motivation of study | 第12-13页 |
| 1.4 Academic contributions | 第13-14页 |
| CHAPTER Ⅱ- LITERATURE REVIEW | 第14-48页 |
| 2.1 The green or envronmental advertising | 第14-20页 |
| 2.2 The advertising attitude | 第20-23页 |
| 2.3 Moral ethical in green marketing | 第23-25页 |
| 2.4 Consumer-specific purchase intention | 第25-28页 |
| 2.5 Government green or environmental policies | 第28-36页 |
| 2.6 Green product policy | 第36-38页 |
| 2.7 Consumer purchase behavior | 第38-39页 |
| 2.8 Conceptual Framework | 第39-48页 |
| 2.8.1 Green Advertising or environmental advertising | 第40-41页 |
| 2.8.2 Advertising attitude | 第41页 |
| 2.8.3 Moral ethical in green marketing | 第41-42页 |
| 2.8.4 Consumer-specific purchase intention | 第42页 |
| 2.8.5 Green product purchase intentions | 第42-43页 |
| 2.8.6 Government policies for environment | 第43-45页 |
| 2.8.7 Environmentally responsible consumer behavior | 第45-48页 |
| CHAPTER Ⅲ- RESEARCH METHODOLOGY | 第48-58页 |
| 3.1 Literary search | 第48页 |
| 3.2 Research strategies and approach | 第48-49页 |
| 3.3 Research design | 第49-50页 |
| 3.4 Data collection | 第50-51页 |
| 3.5 Methodology | 第51-52页 |
| 3.6 Measures of constructs | 第52-55页 |
| 3.7 Sample characteristics | 第55-56页 |
| 3.8 Reliability analysis | 第56-57页 |
| 3.9 Theory adoption for study | 第57-58页 |
| CHAPTER Ⅳ- ANALYSIS AND FINDINGS | 第58-66页 |
| 4.1 Correlation between environmental advertising and green product purchase intentions | 第58-59页 |
| 4.2 Correlation between green product purchase intentions (IntetnaA) and environmentally responsible consumer buying behavior (EVBAA) | 第59-61页 |
| 4.3 Assessing the mediating effect of green product purchase intention between environmental advertising and environmentally responsible consumer buying behavior | 第61-63页 |
| 4.4 Assessing the moderating effect of policy on environmentally responsible consumer buying behavior | 第63-66页 |
| CHAPTER Ⅴ- DISCUSSION AND CONCLUSION | 第66-80页 |
| 5.1 Discussuion | 第66-70页 |
| 5.2 Novelty of The Research | 第70-72页 |
| 5.3 Limitation and Future Research | 第72-74页 |
| 5.4 Conclusion | 第74-77页 |
| 5.5 Recommendations | 第77-80页 |
| References | 第80-86页 |
| Appendix -A Questionnaire (Chinese) | 第86-90页 |
| Acknowledgement | 第90页 |
