Figure 2.
The model contains six rounded boxes linked by directional arrows with coefficients and p values. Natural content N C points to Green consumption values G C Vs with 0.162 and 0.001. Regional product R P points to Green consumption values G C Vs with 0.670 and 0.000. Green consumption values G C Vs points to Brand love B L with 0.440 and 0.000. Green consumption values G C Vs points to Brand trust B T with 0.439 and 0.000. Brand love B L points to Brand trust B T with 0.235 and 0.000. Dashed lines from Anticipated pride A P connect to two upper paths with minus 0.108 and 0.006, and minus 0.134 and 0.005. R squared values are 0.582 for Green consumption values G C Vs, 0.442 for Brand love B L, and 0.357 for Brand trust B T.Results of structural equation modeling