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Table 3 Results of hypotheses and model statistics

From: Exploring the role of green animation advertising influencing green brand love and green customer citizenship behavior

 

Path coefficient

Results

Reliability → Green brand love (H1a)

0.46*

Supported

Attractiveness → Green brand love (H1b)

0.51*

Supported

Informativity → Green brand love (H1c)

0.47*

Supported

Green brand love → Green customer citizenship behavior (H2)

0.42*

Supported

  1. *p < 0.05
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BMC Psychology

ISSN: 2050-7283

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