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

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2023-07-05 DOI:10.2224/sbp.12283

Yipin Zhang, Yi-Chun Yang

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引用次数: 0

摘要

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

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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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.