The Influence of Green Marketing on Brand Trust: The Mediation Role of Brand Image and the Moderation Effect of Greenwash

Abstract

For the purpose of understanding the effect of green marketing on brand image, this paper has added mediation variable namely brand image into the research model; meanwhile, in order to better discuss about this issue in the context of green marketing, the paper considers that greenwash is an indispensable element in adjusting green marketing’s effect on the brand. The paper has used the method of a questionnaire survey to distribute questionnaires on online social platforms. A total of 500 questionnaires have been distributed, and 415 valid questionnaires have been collected with an effective collection rate of 83%. In this paper, SPSS 24 and AMOS 23 are applied to verify its theoretical model and structural model. The result manifests that the design of the questionnaire is well reliable and highly effective; meanwhile, variables are significantly correlated. Besides, it concludes that the relationship between green marketing and brand trust differentiate in the following two dimensions: spontaneity and compulsion. Moreover, brand image plays an obviously intermediary role between green marketing and brand trust, which also proves that greenwash works as a significantly negative regulatory role.