Research Article
The Influence of Green Marketing on Brand Trust: The Mediation Role of Brand Image and the Moderation Effect of Greenwash
Table 4
Result of the structural model.
| Path | Path coefficient | Result |
| Spontaneity ---> Brand value | 1.513 | + | Spontaneity---> Brand characteristics | 1.274 | + | Spontaneity ---> Brand association | 1.558 | + | Spontaneity ---> Brand trust | −0.675 | Not supported | Coerciveness --->Brand value | −0.412 | − | Coerciveness ---> Brand characteristics | −0.220 | − | Coerciveness ---> Brand association | −0.430 | − | Coerciveness ---> Brand trust | 0.549 | + | Brand value ---> Brand trust | 0.467 | + | Brand characteristics ---> Brand trust | 0.396 | + | Brand association ---> Brand trust | 0.313 | + |
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