The principles of Confucianism are founded on humaneness, righteousness, propriety, knowledge, integrity and filial piety. These principles have found their way to the Chinese culture since the days of Confucius. The study reviews the concept of Confucianism and its influence in Chinese context. Also, the relationship between Confucianism and character education is discussed. Character education is based on the transmission of values and within Chinese society and most of these values have been founded on the teachings of Confucius. Filial piety has strongly been conditioned within the principles of Confucianism and the respect of one's elders. Character education has been promoted by teachers and elders who focus on the transmission of values from one generation to the next. Character education is supported by the theories and teachings set out by Confucius, mostly in relation to humaneness and integrity, as well as collectivism. The individualistic trends are discarded within character education, as the welfare of the society and the collective is prioritized.
Designing green product marketing is a helpful solution for enhancing green awareness, and for promoting the protection of the environment. In this study we explored the framing effect in advertising design, and analyzed the relationship between framing effect (FE) and green message (GM), as well as their influences on advertising. We adopted a quasiexperimental method, and conducted empirical research according to 2 x 2 between-subject factors. The results showed that green messages influenced consumers' reaction toward positive and negative frames. Consumers who did not receive green messages preferred positively framed advertising. After receiving a green message, the consumers' attitudes regarding positively and negatively framed advertising were similar for both types.
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