As global green trends became more prevalent, green marketing also developed into an important issue. Although prior literature explored the main factors affecting green trust, it was inconclusive as to how environmental friendliness could affect the green trust in green marketing. This study aims to focus on the positive influence of environmental friendliness on green trust, and explore the m...

In the environmental field, modeling plays a critical role in connecting current data and knowledge with predictions of future events and environmental states. Environmental problems are quite challenging to solve because of the complex relationships among many contributing factors, both natural and man-made. Moreover, these problems need to be addressed not only by environmental engineers and ...