Green animation advertising of food: Influence on green trust and green customer citizenship behavior

• Yipin Zhang

  Department of Digital Media Arts, Zhejiang University of Technology

• Yi-Chun Yang

  Faculty of Business and Management, Beijing Normal University-Hong Kong Baptist University United International College

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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