{"title":"Green Animation Advertising of Food: Influence on Green Trust and Green Customer Citizenship Behavior","authors":"Yipin Zhang, Yi-Chun Yang","doi":"10.2224/sbp.12283","DOIUrl":null,"url":null,"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\n 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\n 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\n when applying green animation advertising.","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":null,"pages":null},"PeriodicalIF":16.4000,"publicationDate":"2023-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.2224/sbp.12283","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}
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.
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.
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