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The purpose of this study is to examine the effectiveness of advertisements with different female role portrayals in a second-tier city with “first-class opportunities.” Chinese girls and women represent a huge market for personal as well as household goods.

An experimental study was conducted using a convenience sample of 216 male and female participants aged 17-21 years in Changchun, China. Participants were asked to respond to print advertisements using traditional and modern female images including housewife, cute female, female with classical beauty, sporty, career-minded and neutral (tomboy).

Results revealed that female participants responded more favorably toward advertisements using female images than male participants. There was no difference in the responses to the six different female images among both male and female participants.

Young consumers in China are not sensitive to the different female images used in the print advertisements. Advertisers can, therefore, enjoy flexibility in the selection of female gender roles for advertisements.

Little is known about how marketers and advertisements can best communicate with young consumers in China using advertisements with different female images. This study fills this literature gap.

The purpose of this paper is to analyze the interaction between internal factors of corporate governance, especially the relationship between equity checks and balances and corporate social responsibility (CSR), and further analyze the mediating of green innovation performance and the moderating role of environmental uncertainty.

This study adopts a sample of Chinese A-share listed companies on the Shanghai and Shenzhen stock exchanges from 2012 to 2020 constructed a regulated mediation effect model, empirically tests the impact of equity checks and balances on CSR and the mediation and mediator roles of green innovation performance and environmental uncertainty.

(1) Equity checks and balances among shareholders have a significant positive impact on CSR. (2) Equity checks and balances have a positive impact on green innovation performance, green innovation performance has a positive impact on CSR and green innovation performance plays a partial mediation effect between equity checks and balances and CSR. (3) Additionally, environmental uncertainty not only moderates the relationship between Green Innovation Performance and CSR but also moderates the direct effect between equity balance and CSR, which verifies the existence of a moderated mediation effect.

The study only considers listed companies on the Shanghai and Shenzhen stock markets as the research sample and does not include unlisted and gem enterprises.

The present research can offer some managerial implications about implementing equity checks and balances among shareholders, actively fulfilling CSR and developing new products.

This study complements previous studies on the role of green innovation in corporate governance by exploring the impact of green innovation on equity checks and balances and CSR. And this study explores the dynamic moderating of environmental uncertainty within enterprises and provides another explanation for the mixed results of equity checks and balances, green innovation performance and CSR.

By demonstrating the influence of the ownership structure of A-shares listed companies on CSR, this paper provides a new and comprehensive theoretical framework to examine the interaction between equity checks and balances, green innovation performance, environmental uncertainty and CSR. The results can be used as a reference for corporate governance, improving innovation performance and fulfilling CSR.