Path coefficients
| Paths | Standard beta | t value | f2 | p | Decision |
|---|---|---|---|---|---|
| H1: EPP → GW | 0.85 | 32.89 | 2.53 | *** | Supported |
| H2: EPP → GC | 0.18 | 2.60 | 0.03 | ** | Supported |
| H3: GW → GBEQ | −0.29 | 4.35 | 0.08 | *** | Supported |
| H4: GC → GBEQ | 0.06 | 0.82 | 0.01 | 0.410 | Not supported |
| H5a: BRC × GW → GBEQ | 0.21 | 2.79 | ** | Supported | |
| H5b: BRC × GC → GBEQ | 0.08 | 1.28 | 0.203 | Not supported |
| Paths | Standard beta | Decision | |||
|---|---|---|---|---|---|
| 0.85 | 32.89 | 2.53 | *** | Supported | |
| 0.18 | 2.60 | 0.03 | ** | Supported | |
| −0.29 | 4.35 | 0.08 | *** | Supported | |
| 0.06 | 0.82 | 0.01 | 0.410 | Not supported | |
| 0.21 | 2.79 | ** | Supported | ||
| 0.08 | 1.28 | 0.203 | Not supported |
Notes:
**p < 0.05; ***p <0.001; BRC = Brand credibility; GC = Green confusion; GW = Greenwashing; EPP = Excessive product packaging; GBEQ = Green brand equity
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