This paper suggests a model that considers the effects of the children’s attitude toward Public Service Announcements—PSAs (measured through the likeability of PSAs) on their behavioural intention to eat fruits and vegetables. The suggested model was tested through an empirical analysis conducted with children aged 8 to 11 and the data were analysed through partial least squares – structural equation modeling (PLS-SEM) multigroup analysis. The findings indicate that the positive emotions PSAs generate and PSA credibility mediate the effects of the children’s perceived likeability of PSAs on their behavioural intention to eat fruits and vegetables. Overall, understanding the connections between PSA likeability, positive emotions, PSA credibility and behavioural intentions can facilitate the development of further social advertisements aimed at children covering healthy eating. Therefore, the findings of this study are relevant for non-profit organizations, government institutions and advertisers interested in creating effective social messages aimed at children.

本文提出了一个模型，该模型考虑了儿童对公共服务公告的态度-PSA（通过PSA的可喜程度来衡量）对他们吃水果和蔬菜的行为意图的影响。通过对8至11岁儿童进行的经验分析对建议的模型进行了测试，并通过偏最小二乘法-结构方程模型（PLS-SEM）多组分析对数据进行了分析。研究结果表明，PSA产生的积极情绪和PSA信誉介导了儿童对PSA的感觉相似度对其进食水果和蔬菜的行为意图的影响。总体而言，了解PSA喜好度，积极情绪，PSA的信誉和行为意向可以促进针对覆盖健康饮食儿童的进一步社会广告的发展。因此，这项研究的发现与非营利组织，政府机构和广告商有兴趣创建针对儿童的有效社交信息有关。