Research Article
The Influence of Green Marketing on Brand Trust: The Mediation Role of Brand Image and the Moderation Effect of Greenwash
Table 1
Reliability and validity analysis.
| Constructs | AVE | C.R. | Cronbach’s alpha |
| Spontaneity | 0.604 | 0.859 | 0.857 | Coerciveness | 0.792 | 0.938 | 0.938 | Brand value | 0.774 | 0.932 | 0.928 | Brand characteristics | 0.757 | 0.925 | 0.921 | Brand association | 0.764 | 0.928 | 0.924 | Brand trust | 0.834 | 0.953 | 0.951 | Greenwash | 0.846 | 0.957 | 0.954 |
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