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