Figure 1.
The framework contains six rounded boxes connected by directional arrows. Natural content N C points to Green consumption values G C Vs with label H 1. Regional product R P points to Green consumption values G C Vs with label H 2. Green consumption values G C Vs points to Brand trust B T with label H 3. Green consumption values G C Vs also points upward to Brand love B L. Brand love B L points to Brand trust B T. Anticipated pride A P at the upper right connects with dashed arrows toward the paths between Green consumption values G C Vs, Brand love B L, and Brand trust B T, labelled H 4, H 5, and H 6.Conceptual framework