Exploring the association between green animation advertising and proenvironmental behavior

The Earth is becoming increasingly fragile, making environmental protection issues more important than ever. This study examined the role of green animation advertisements in predicting proenvironmental behavior. We used convenience sampling and collected 228 valid questionnaires from individuals who had seen Apple’s green animation advertisements. Our findings demonstrated that the advertisement qualities of reliability, attractiveness, and informativeness were positively associated with moral obligation, which then contributed to proenvironmental behavior. Additionally, the results suggested a mediating effect of moral obligation between these three advertisement qualities and proenvironmental behavior. This study offers another perspective on the association between green animation advertisements and proenvironmental behavior.