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	+

Note.^∗P , ^∗∗P , ^∗∗∗P