科研成果详情

This study applied the theory of stimulus–organism–response to test the role of green animation advertising influencing green brand love and green customer citizenship behavior. We used questionnaire survey and the target are those who having the experience of seeing the Apple’s animation advertisement “Earth Day” in China. Finally there were 516 effective samples gathered for analysis. The result indicated that reliability, attractiveness and informativity are the antecedents of green brand love. Green brand love is positively related to green customer citizenship behavior. In addition, the result confirmed the significant mediating effect of green brand love between reliability, attractiveness, informativity and green customer citizenship behavior. This research was conducted only in Apple’s animation case. Hence, the results may not be generalizable to other contexts. Future research can apply the experimental methods and manipulate different forms of green advertising animation to generalize the findings in this area.