AbstractsBusiness Management & Administration

How Marketing Materials for Kaohsiung LOHAS Building Affect the Public's Attitude from the Viewpoint of Social Marketing 4Ps

by I-Teng Hsu

Institution: NSYSU
Department: Public Affairs Management
Degree: Master
Year: 2015
Keywords: Quasi-experiment; Marketing Material; Social Marketing; Green Building; Kaohsiung LOHAS Building
Record ID: 1388030
Full text PDF: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0110115-173344


Kaohsiung LOHAS (Lifestyles of Health and Sustainability) Building Label Project is a Taiwanese regional building development project based on the concept of green building considering energy saving, environmental friendly, and waste reduction. This project encourages people to accept and to modify their attitude toward Kaohsiung LOHAS Building voluntarily as the concept of social marketing. However, researches about Kaohsiung LOHAS Building from perspective of social marketing and marketing materials are none. Because the social benefits contained, the concept of social marketing 4Ps was used to form this study. Then, the subjectsâ attitude change toward Kaohsiung LOHAS Building Label Project were analyzed after viewing marketing materials. Finally, the goal of this study as promoting Kaohsiung LOHAS Building for better environmental sustainability could be accomplished by providing suggestions on marketing materials. One group pre-experiment & post-experiment design of quasi-experiment was conducted to 21 subjects in 30 minutes with marketing materials of Kaohsiung LOHAS Building Label Project. The research findings are: 1. Few subjects have heard Kaohsiung LOHAS Building or Kaohsiung LOHAS Building Label Project. 2. No matter what the demographics the subjects have, their attitude toward Kaohsiung LOHAS Building Label Project shows no significant difference. 3. Marketing materials of Kaohsiung LOHAS Building Label Project have positive influence on changing subjectsâ attitude in social marketing 4P dimensions. According to the result, the promotional effectiveness of Kaohsiung LOHAS Buildingâs marketing materials is quite good. However, several improvements on marketing materials are acquired for achieving the better public awareness.