Study1: Results of the main study
| H1-3: Independent variable – mediating variable | H4: Mediating variable – dependent variable | Independent variable – dependent variable | Total indirect | |||
|---|---|---|---|---|---|---|
| Path | β (p) | Path | β (p) | Path | β (p) | β (p) |
| H1a: Search for a fair price → Intention | 0.208 (<0.001) | Intention → Behavior | 0.557 (<0.001) | Search for a fair price → Behavior | −0.051 (0.240) | 0.116 (<0.001) |
| H1b: Gratifying role of price → Intention | −0.075 (0.071) | Gratifying role of price → Behavior | −0.023 (0.552) | −0.042 (0.076) | ||
| H2a: Distance from the system → Intention | 0.096 (0.016) | Distance from the system → Behavior | 0.051 (0.288) | 0.053 (0.016) | ||
| H2b: Ethics and ecology → Intention | 0.163 (<0.001) | Ethics and ecology → Behavior | −0.028 (0.476) | 0.091 (<0.001) | ||
| H3a: Treasure hunting → Intention | 0.182 (<0.001) | Treasure hunting → Behavior | −0.074 (0.074) | 0.101 (<0.001) | ||
| H3b: Originality → Intention | 0.029 (0.452) | Originality → Behavior | 0.093 (0.030) | 0.016 (0.456) | ||
| H5: Moderating variable | ||||||
| Green consumption values | 0.227 (<0.001) | |||||
| Interaction term | ||||||
| Intention × Green consumption values | 0.104 (0.049) | |||||
| Control variables | ||||||
| Gender | 0.001 (0.989) | |||||
| Age | 0.020 (0.662) | |||||
| Education level | −0.004 (0.918) | |||||
| Independent variable – dependent variable | Total indirect | |||||
|---|---|---|---|---|---|---|
| Path | β ( | Path | β ( | Path | β ( | β ( |
| 0.208 (<0.001) | Intention → Behavior | 0.557 (<0.001) | Search for a fair price → Behavior | −0.051 (0.240) | 0.116 (<0.001) | |
| −0.075 (0.071) | Gratifying role of price → Behavior | −0.023 (0.552) | −0.042 (0.076) | |||
| 0.096 (0.016) | Distance from the system → Behavior | 0.051 (0.288) | 0.053 (0.016) | |||
| 0.163 (<0.001) | Ethics and ecology → Behavior | −0.028 (0.476) | 0.091 (<0.001) | |||
| 0.182 (<0.001) | Treasure hunting → Behavior | −0.074 (0.074) | 0.101 (<0.001) | |||
| 0.029 (0.452) | Originality → Behavior | 0.093 (0.030) | 0.016 (0.456) | |||
| Green consumption values | 0.227 (<0.001) | |||||
| Intention × Green consumption values | 0.104 (0.049) | |||||
| Gender | 0.001 (0.989) | |||||
| Age | 0.020 (0.662) | |||||
| Education level | −0.004 (0.918) | |||||
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