Research Article
The Influence of Green Marketing on Brand Trust: The Mediation Role of Brand Image and the Moderation Effect of Greenwash
Table 6
The intermediary role of brand image (coerciveness).
| Regression equation (N = 415) | Fitting index | Coefficient significance |
| Outcome variable | Predictive variable | R | R2 | F (df) | B | t | Brand trust | Coerciveness | 0.21 | 0.43 | 18.49 | 0.25 | 4.30 | Brand value | Coerciveness | 0.15 | 0.02 | 9.17 | 0.16 | 3.03 | Brand characteristics | 0.13 | 0.02 | 6.60 | 0.14 | 2.57 | Brand association | 0.25 | 0.06 | 26.43 | 0.30 | 5.14 | Brand trust | Brand value | 0.79 | 0.63 | 175.74 | 0.26 | 4.50 | Brand characteristics | 0.43 | 10.33 | Brand association | 0.24 | 4.55 | Coerciveness | 0.07 | 1.99 |
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