The Influence of Green Marketing on Brand Trust: The Mediation Role of Brand Image and the Moderation Effect of Greenwash

Table 2

Discriminant validity analysis.

	Constructs	1	2	3	4	5	6	7
1	Spontaneity	0.777
2	Coerciveness	0.728	0.890
3	Brand value	0.758	0.539	0.880
4	Brand characteristics	0.595	0.485	0.648	0.870
5	Brand association	0.677	0.500	0.825	0.614	0.874
6	Brand trust	0.660	0.654	0.715	0.717	0.691	0.913
7	Greenwash	−0.050	−0.243	−0.248	−0.362	−0.291	−0.539	0.920

Note.^∗∗P . (1) Off-diagonal elements are correlations between constructs; (2) diagonal elements are the square root of average variance extracted.