“…Scholars have examined the influence of cognitive factors (Ahmad and Zhang, 2020; Issock et al , 2020) and affective factors (Chen, 2010; Ha, 2022; Hameed et al , 2019; Wei et al , 2017) on green trust. Additionally, in the realm of green business, consumer responses matter most – such as positive word-of-mouth (Ahmad and Zhang, 2020; Guerreiro and Pacheco, 2021; Issock et al , 2020), loyalty (Baktash and Talib, 2019), green brand equity (Chen, 2010; Ha, 2022), green purchase intention (Tao et al , 2022; Xu et al , 2022) and actual buying behavior (Sh. Ahmad et al , 2022).…”