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

Table 5

The intermediary role of brand image (spontaneity).

Regression equation (N = 415)		Fitting index			Coefficient significance
Outcome variable	Predictive variable	R	R^2	F (df)	B	t
Brand trust	Spontaneity	0.62	0.39	258.19	0.76	16.07
Brand value	Spontaneity	0.69	0.48	379.22	0.78	19.47
Brand characteristics		0.55	0.31	183.18	0.64	13.53
Brand association		0.63	0.40	274.37	0.80	16.56
Brand trust	Brand value	0.80	0.64	180.78	0.18	2.94
	Brand characteristics				0.40	9.57
	Brand association				0.24	4.66
	Spontaneity				0.18	3.39

Note.^∗P , ^∗∗P , ^∗∗∗P .