Effects across excessive vs minimal packaging
| Paths | Path coefficients | t-value | p-value | Decision | |||
|---|---|---|---|---|---|---|---|
| EPP | MPP | EPP | MPP | EPP | MPP | ||
| H6a: GW → GBEQ | −0.44 | −0.42 | 6.13 | 4.95 | *** | *** | Supported |
| H6b: GC → GBEQ | 0.24 | −0.04 | 1.07 | 0.33 | 0.284 | 0.742 | Not supported |
| Paths | Path coefficients | Decision | |||||
|---|---|---|---|---|---|---|---|
| EPP | MPP | EPP | MPP | EPP | MPP | ||
| H6a: GW → GBEQ | −0.44 | −0.42 | 6.13 | 4.95 | *** | *** | Supported |
| H6b: GC → GBEQ | 0.24 | −0.04 | 1.07 | 0.33 | 0.284 | 0.742 | Not supported |
Notes:
***p <0.001; EPP = Excessive product packaging; MPP = Minimal product packaging; BRC = Brand credibility; GC = Green confusion; GW = Greenwashing; EPP = Excessive product packaging; GBEQ = Green brand equity
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