Study 1: Results of the intention–behavior relationship, moderated by green consumption values
| Variables in the model | Model 1 | Model 2 | Model 3 | Model 4 | ||||
|---|---|---|---|---|---|---|---|---|
| t | β (p) | t | β (p) | t | β (p) | t | β (p) | |
| Dependent variable | ||||||||
| Purchase behavior | ||||||||
| Independent variable | ||||||||
| Purchase intention | 15.942 | 0.539 (<0.001) | 15.417 | 0.534 (<0.001) | 14.465 | 0.527 (<0.001) | 14.529 | 0.525 (<0.001) |
| Moderating variable | ||||||||
| Green consumption values | 0.646 | 0.024 (0.519) | 0.635 | 0.023 (0.525) | ||||
| Interaction term | ||||||||
| Purchase intention × Greenconsumption values | 3.371 | 0.114 (0.001) | ||||||
| Control variables | ||||||||
| Age | 1.536 | 0.125 (0.064) | 1.512 | 0.063 (0.131) | 1.685 | 0.070 (0.093) | ||
| Gender | 0.611 | 0.021 (0.542) | 0.688 | 0.024 (0.492) | 0.717 | 0.025 (0.473) | ||
| Education level | 0.155 | 0.006 (0.877) | 0.160 | 0.006 (0.873) | −0.003 | 0.001 (0.998) | ||
| Variance explained | ||||||||
| R2 | 0.291 | 0.292 | 0.293 | 0.306 | ||||
| ΔR2 (vs Model 1) | 0.001 | 0.002 | 0.015 | |||||
| Variables in the model | Model 1 | Model 2 | Model 3 | Model 4 | ||||
|---|---|---|---|---|---|---|---|---|
| Purchase behavior | ||||||||
| Purchase intention | 15.942 | 0.539 (<0.001) | 15.417 | 0.534 (<0.001) | 14.465 | 0.527 (<0.001) | 14.529 | 0.525 (<0.001) |
| Green consumption values | 0.646 | 0.024 (0.519) | 0.635 | 0.023 (0.525) | ||||
| Purchase intention × Greenconsumption values | 3.371 | 0.114 (0.001) | ||||||
| Age | 1.536 | 0.125 (0.064) | 1.512 | 0.063 (0.131) | 1.685 | 0.070 (0.093) | ||
| Gender | 0.611 | 0.021 (0.542) | 0.688 | 0.024 (0.492) | 0.717 | 0.025 (0.473) | ||
| Education level | 0.155 | 0.006 (0.877) | 0.160 | 0.006 (0.873) | −0.003 | 0.001 (0.998) | ||
| 0.291 | 0.292 | 0.293 | 0.306 | |||||
| Δ | 0.001 | 0.002 | 0.015 | |||||
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