Green Animation Advertising of Food: Influence on Green Trust and Green Customer Citizenship Behavior

IF 1 4区心理学 Q4 PSYCHOLOGY, SOCIAL

Social Behavior and Personality Pub Date : 2023-07-05 DOI:10.2224/sbp.12283

Yipin Zhang, Yi-Chun Yang

引用次数: 0

Abstract

We explored how the attributes of green animation advertising influence green trust and green customer citizenship behavior by conducting a survey with people who had previously seen Guangdong Weinuoguan Food's animation advertisement in China. There were 568 effective samples gathered for analysis. The results showed that green animation advertising influenced green trust through reliability, attractiveness, and informativity, and also exerted a positive effect on the relationship between green trust and green customer citizenship behavior. Moreover, green trust mediated the link between green animation advertising and green customer citizenship behavior. This enhances understanding of the role of green animation advertising in the formation of consumers' attitudes and behaviors. Sellers should focus on the elements of reliability, attractiveness, and informativity when applying green animation advertising.

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食品绿色动画广告对绿色信任与绿色消费者公民行为的影响

我们通过对之前在中国看过广东微诺观食品动画广告的人进行调查，探讨了绿色动画广告的属性如何影响绿色信任和绿色客户公民行为。共收集568份有效样本进行分析。结果表明，绿色动漫广告通过可靠性、吸引力和非信息性影响绿色信任，并对绿色信任与绿色客户公民行为之间的关系产生积极影响。此外，绿色信任中介了绿色动漫广告与绿色客户公民行为之间的联系。这增强了人们对绿色动画广告在消费者态度和行为形成中的作用的理解。卖家在应用绿色动画广告时应关注可靠性、吸引力和非信息性等因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Social Behavior and Personality PSYCHOLOGY, SOCIAL-

CiteScore

2.20

自引率

7.70%

发文量

117

期刊介绍： Social Behavior and Personality: an international journal publishes papers on all aspects of social, personality, and developmental psychology. The journal has successfully published the work of over 5,500 researchers and professionals, continuously for over 40 years. Now in its prime, the journal looks forward with enthusiasm to continued professional maturity and service to its readership and discipline.