Figure 1.
The conceptual model diagram shows four main labelled boxes: Category at the upper left, Perceived sustainability at the lower left, Quality with H 2 at the upper centre, and Financial Brand Value at the lower right. A horizontal arrow runs from Perceived Sustainability to Financial Brand Value and is labelled H 1. A diagonal arrow runs from Perceived sustainability towards Quality, with the arrowhead pointing to Quality. A second diagonal arrow runs from Category down towards the diagonal connection between Perceived sustainability and Quality, and this path is labelled H 3. A further diagonal arrow runs from Quality to Financial Brand Value, with the arrowhead pointing to Financial Brand Value.Model 1: general research framework