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

Table 7

Verification of adjustable intermediary model.

	Brand trust				Brand trust
	SE	B	t		SE	B	t
Spontaneity	0.05	0.27	5.71	Coerciveness	0.04	0.09	2.69
Brand value	0.05	0.20	3.75	Brand value	0.05	0.29	5.65
Brand characteristics	0.04	0.24	6.42	Brand characteristics	0.04	0.34	8.80
Brand association	0.04	0.16	3.59	Brand association	0.05	0.17	3.66
Greenwash	0.02	−0.28	−12.24	Greenwash	0.02	−0.23	-9.77
Spontaneity x greenwash	0.03	−0.13	−4.10	Coerciveness x greenwash	0.03	−0.08	−2.89
R^2	0.74			R^2	0.71
F	193.81			F	164.34

Note.^∗∗P , ^∗∗∗P .