Figure 1
The model is organized into three main sections arranged horizontally: “Company and Product”, “Cognitive and Affective”, and the right-side section containing “Purchase intention” and “Willingness to pay premium”, each enclosed within dashed rectangular boundaries. The constructs are represented by rectangular boxes, and directional arrows indicate relationships between them. On the left side, within a dashed rectangle, two grouped sections are presented. The top section is labeled “Company” and contains two rectangular boxes: “Green advertising” and “Green brand image”. Below it, a section labeled “Product” contains five rectangular boxes arranged vertically: “Functional value”, “Social value”, “Emotional value”, “Epistemic value”, and “Conditional value”. In the middle, a dashed rectangle contains two grouped constructs. The upper group is labeled “Cognitive” and contains a rectangular box “Trust”. The lower group is labeled “Affective” and contains a rectangular box “Impulsiveness”. On the right side, within a dashed rectangle, two rectangular boxes are arranged vertically. The top box is labeled “Purchase intention,” and the bottom box is labeled “Willingness to pay premium.” Arrows from both “Trust” and “Impulsiveness” point to these two constructs. From each of the boxes under both “Company” and “Product”, right-pointing arrows extend toward the middle section. Specifically, arrows from “Green advertising” and “Green brand image” point to both “Trust” and “Impulsiveness”. Similarly, arrows from “Functional value”, “Social value”, “Emotional value”, “Epistemic value”, and “Conditional value” each point to both “Trust” and “Impulsiveness”.Hypothesized model. Developed by the authors