Research on the Mechanism of Eco-Films on the Audience's Green Consumption Concept from the Perspective of Consumers

Abstract

This study, from a consumer perspective, aims to explore how eco-films influence audiences' green consumption values. This qualitative study involved semi-structured interviews with audiences of different ages, collecting primary data. The data were coded after collection and systematically analyzed based on the coding to construct a theoretical model. The results indicate that eco-films primarily influence audiences' emotions and memories through film elements such as plot design, scene construction, and character design, ultimately impacting their green consumption values. Based on these findings, this study offers several suggestions for the creation of eco-films, such as avoiding over-exaggeration of suffering and integrating them with genres such as comedies. Currently, research on the correlation between eco-films and green consumption values is limited. This study not only fills the theoretical gap in cross-disciplinary research on eco-films and green consumption values but also provides practical advice for the film industry.