Table 1 Overview of the regression model...

Table 1

Overview of the regression model results

	Perceived authenticity		Perceived greenwashing		Pro-environmental behavior
Variables	b	SE	b	SE	b	SE
Pro-environmental messages without concrete green action claims	−0.32	0.20	0.38	0.25	−0.23	0.19
Pro-environmental messages with concrete green action claims	−0.43	0.22	0.38	0.27	0.26	0.20
Message-lifestyle congruence	0.69**	0.21	−0.56*	0.26	0.32	0.20
Age	−0.00	0.02	0.07*	0.03	0.00	0.02
Gender (female)	0.03	0.13	−0.34*	0.16	0.45***	0.12
Education (high)	0.06	0.04	0.04	0.05	0.09*	0.04
Celebrity liking	0.42***	0.04	−0.16**	0.05	0.11*	0.04
Celebrity recognition	−0.06	0.04	0.08	0.05	0.05	0.04
Pro-environmental messages without concrete green action claims* message-lifestyle congruence	0.49	0.30	−0.41	0.37	0.09	0.28
Pro-environmental messages with concrete green action claims* message-lifestyle congruence	1.06***	0.30	−0.67	0.37	0.16	0.28
Perceived authenticity					0.13**	0.05
Perceived greenwashing					0.15***	0.04
	R² = 0.41		R² = 0.15		R² = 0.21

	Perceived authenticity		Perceived greenwashing		Pro-environmental behavior
Variables	b	SE	b	SE	b	SE
Pro-environmental messages without concrete green action claims	−0.32	0.20	0.38	0.25	−0.23	0.19
Pro-environmental messages with concrete green action claims	−0.43	0.22	0.38	0.27	0.26	0.20
Message-lifestyle congruence	0.69**	0.21	−0.56*	0.26	0.32	0.20
Age	−0.00	0.02	0.07*	0.03	0.00	0.02
Gender (female)	0.03	0.13	−0.34*	0.16	0.45***	0.12
Education (high)	0.06	0.04	0.04	0.05	0.09*	0.04
Celebrity liking	0.42***	0.04	−0.16**	0.05	0.11*	0.04
Celebrity recognition	−0.06	0.04	0.08	0.05	0.05	0.04
Pro-environmental messages without concrete green action claims* message-lifestyle congruence	0.49	0.30	−0.41	0.37	0.09	0.28
Pro-environmental messages with concrete green action claims* message-lifestyle congruence	1.06***	0.30	−0.67	0.37	0.16	0.28
Perceived authenticity					0.13**	0.05
Perceived greenwashing					0.15***	0.04
	R² = 0.41		R² = 0.15		R² = 0.21

Notes:

SPSS PROCESS 4 model no. 8 using 5,000 bootstraps; N = 400; Control group used as a reference group; Index of moderated mediation: b = 0.14, BootSE = 0.07, BootLLCI = 0.02, BootULCI = 0.29; ***p < 0.001; **p < 0.01; *p < 0.05

Source: Authors’ own work

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