TABLE 5.

Hypothesis test.

	Hypothesis	Path coefficient	Standardized path coefficient	t-Value	p-Value	Result
H1-1	Compatibility → Brand trust	0.191	0.202	4.495	0.000	Accept
H1-2	Authenticity → Brand trust	0.279	0.244	5.490	0.000	Accept
H2-1	Brand trust → Economic viability	0.011	0.055	0.318	0.751	Reject
H2-2	Brand trust → Environmental soundness	0.006	0.007	0.159	0.874	Reject
H2-3	Brand trust → Social responsibility	0.154	0.175	3.893	0.000	Accept