Unstandardized coefficients of path analysis
| Effects | Estimates | SE | 95% confidence interval |
|---|---|---|---|
| Total effects | |||
| Green advertisement → Purchase intention | 0.627*** | 0.032 | (0.565, 0.689) |
| Green advertisement → Willingness to pay premium | 0.889*** | 0.050 | (0.791, 0.987) |
| Green Brand Image → Purchase intention | 0.420*** | 0.037 | (0.348, 0.492) |
| Green Brand Image → Willingness to pay premium | 0.561*** | 0.057 | (0.449, 0.673) |
| Functional value → Purchase intention | 0.641*** | 0.035 | (0.572, 0.710) |
| Functional value → Willingness to pay premium | 0.868*** | 0.057 | (0.756, 0.980) |
| Social value → Purchase intention | 0.448*** | 0.030 | (0.387, 0.506) |
| Social value → Willingness to pay premium | 0.588*** | 0.048 | (0.493, 0.683) |
| Conditional value → Purchase intention | 0.634*** | 0.044 | (0.548, 0.721) |
| Conditional value → Willingness to pay premium | 0.754*** | 0.073 | (0.610, 0.898) |
| Emotional value → Purchase intention | 0.718*** | 0.029 | (0.660, 0.775) |
| Emotional value → Willingness to pay premium | 0.812*** | 0.059 | (0.695, 0.929) |
| Epistemic value → Purchase intention | 0.469*** | 0.043 | (0.384, 0.554) |
| Epistemic value → Willingness to pay premium | 0.575*** | 0.069 | (0.440, 0.710) |
| Direct effects | |||
| Green advertisement → Trust (H1a) | 0.771*** | 0.032 | (0.708, 0.835) |
| Green advertisement → Impulsiveness (H1b) | 0.630*** | 0.062 | (0.508, 0.751) |
| Green Brand Image → Trust (H2a) | 0.573*** | 0.038 | (0.498, 0.648) |
| Green Brand Image → Impulsiveness (H2b) | 0.492*** | 0.059 | (0.376, 0.608) |
| Functional value → Trust (H3a) | 0.805*** | 0.036 | (0.735, 0.875) |
| Functional value → Impulsiveness (H3b) | 0.618*** | 0.067 | (0.486, 0.750) |
| Social value → Trust (H4a) | 0.455*** | 0.037 | (0.382, 0.529) |
| Social value→ Impulsiveness (H4b) | 0.534*** | 0.050 | (0.435, 0.634) |
| Emotional value → Trust (H5a) | 0.633*** | 0.045 | (0.544, 0.722) |
| Emotional value → Impulsiveness (H5b) | 0.519*** | 0.069 | (0.383, 0.656) |
| Epistemic value → Trust (H6a) | 0.483*** | 0.052 | (0.382, 0.585) |
| Epistemic value → Impulsiveness (H6b) | 0.397*** | 0.073 | (0.254, 0.540) |
| Conditional value → Trust (H7a) | 0.609*** | 0.055 | (0.500, 0.718) |
| Conditional value → Impulsiveness (H7b) | 0.574*** | 0.078 | (0.420, 0.729) |
| Trust → Purchase intention (H8b) | 0.644*** | 0.034 | (0.578, 0.711) |
| Trust → Willingness to pay premium (H8b) | 0.818*** | 0.058 | (0.703, 0.932) |
| Impulsiveness → Purchase intention (H9a) | 0.325*** | 0.034 | (0.258, 0.391) |
| Impulsiveness → Willingness to pay premium (H9b) | 0.442*** | 0.052 | (0.340, 0.544) |
| Indirect effects | |||
| Green advertisement → Trust → Purchase intention | 0.253*** | 0.049 | (0.163, 0.356) |
| Green advertisement → Trust → Willingness to pay premium | 0.146*** | 0.067 | (0.011, 0.276) |
| Green advertisement →Impulsiveness→ Purchase intention | 0.058*** | 0.023 | (0.015, 0.106) |
| Green advertisement → Impulsiveness → Willingness to pay premium | 0.066*** | 0.035 | (0.001, 0.137) |
| Green Brand Image → Trust → Purchase intention | 0.331*** | 0.043 | (0.249, 0.417) |
| Green Brand Image → Trust → Willingness to pay premium | 0.398*** | 0.059 | (0.289, 0.518) |
| Green Brand Image → Impulsiveness → Purchase intention | 0.100*** | 0.028 | (0.052, 0.161) |
| Green Brand Image → Impulsiveness → Willingness to pay premium | 0.138*** | 0.039 | (0.070, 0.223) |
| Functional value → Trust → Purchase intention | 0.309*** | 0.054 | (0.208, 0.420) |
| Functional value → Trust → Willingness to pay premium | 0.300*** | 0.079 | (0.154, 0.459) |
| Functional value → Impulsiveness → Purchase intention | 0.076*** | 0.026 | (0.029, 0.130) |
| Functional value → Impulsiveness → Willingness to pay premium | 0.104*** | 0.038 | (0.037, 0.185) |
| Social value → Trust → Purchase intention | 0.217*** | 0.029 | (0.162, 0.274) |
| Social value → Trust → Willingness to pay premium | 0.265*** | 0.039 | (0.189, 0.340) |
| Social value → Impulsiveness → Purchase intention | 0.071*** | 0.023 | (0.029, 0.120) |
| Social value → Impulsiveness → Willingness to pay premium | 0.105*** | 0.035 | (0.041, 0.174) |
| Conditional value → Trust → Purchase intention | 0.295*** | 0.036 | (0.228, 0.369) |
| Conditional value → Trust → Willingness to pay premium | 0.395*** | 0.054 | (0.293, 0.505) |
| Conditional value → Impulsiveness → Purchase intention | 0.107*** | 0.026 | (0.060, 0.162) |
| Conditional value → Impulsiveness → Willingness to pay premium | 0.165*** | 0.041 | (0.087, 0.251) |
| Emotional value → Trust → Purchase intention | 0.207*** | 0.028 | (0.157, 0.265) |
| Emotional value → Trust → Willingness to pay premium | 0.327*** | 0.053 | (0.224, 0.431) |
| Emotional value → Impulsiveness → Purchase intention | 0.066*** | 0.018 | (0.035, 0.104) |
| Emotional value → Impulsiveness → Willingness to pay premium | 0.121*** | 0.034 | (0.061, 0.194) |
| Epistemic value → Trust → Purchase intention | 0.265*** | 0.038 | (0.195, 0.342) |
| Epistemic value → Trust → Willingness to pay premium | 0.343*** | 0.048 | (0.253, 0.440) |
| Epistemic value → Impulsiveness → Purchase intention | 0.095*** | 0.026 | (0.049, 0.151) |
| Epistemic value → Impulsiveness → Willingness to pay premium | 0.136*** | 0.036 | (0.071, 0.211) |
| Effects | Estimates | SE | 95% confidence interval |
|---|---|---|---|
| Green advertisement → Purchase intention | 0.627*** | 0.032 | (0.565, 0.689) |
| Green advertisement → Willingness to pay premium | 0.889*** | 0.050 | (0.791, 0.987) |
| Green Brand Image → Purchase intention | 0.420*** | 0.037 | (0.348, 0.492) |
| Green Brand Image → Willingness to pay premium | 0.561*** | 0.057 | (0.449, 0.673) |
| Functional value → Purchase intention | 0.641*** | 0.035 | (0.572, 0.710) |
| Functional value → Willingness to pay premium | 0.868*** | 0.057 | (0.756, 0.980) |
| Social value → Purchase intention | 0.448*** | 0.030 | (0.387, 0.506) |
| Social value → Willingness to pay premium | 0.588*** | 0.048 | (0.493, 0.683) |
| Conditional value → Purchase intention | 0.634*** | 0.044 | (0.548, 0.721) |
| Conditional value → Willingness to pay premium | 0.754*** | 0.073 | (0.610, 0.898) |
| Emotional value → Purchase intention | 0.718*** | 0.029 | (0.660, 0.775) |
| Emotional value → Willingness to pay premium | 0.812*** | 0.059 | (0.695, 0.929) |
| Epistemic value → Purchase intention | 0.469*** | 0.043 | (0.384, 0.554) |
| Epistemic value → Willingness to pay premium | 0.575*** | 0.069 | (0.440, 0.710) |
| Green advertisement → Trust ( | 0.771*** | 0.032 | (0.708, 0.835) |
| Green advertisement → Impulsiveness ( | 0.630*** | 0.062 | (0.508, 0.751) |
| Green Brand Image → Trust ( | 0.573*** | 0.038 | (0.498, 0.648) |
| Green Brand Image → Impulsiveness ( | 0.492*** | 0.059 | (0.376, 0.608) |
| Functional value → Trust ( | 0.805*** | 0.036 | (0.735, 0.875) |
| Functional value → Impulsiveness ( | 0.618*** | 0.067 | (0.486, 0.750) |
| Social value → Trust ( | 0.455*** | 0.037 | (0.382, 0.529) |
| Social value→ Impulsiveness ( | 0.534*** | 0.050 | (0.435, 0.634) |
| Emotional value → Trust ( | 0.633*** | 0.045 | (0.544, 0.722) |
| Emotional value → Impulsiveness ( | 0.519*** | 0.069 | (0.383, 0.656) |
| Epistemic value → Trust ( | 0.483*** | 0.052 | (0.382, 0.585) |
| Epistemic value → Impulsiveness ( | 0.397*** | 0.073 | (0.254, 0.540) |
| Conditional value → Trust ( | 0.609*** | 0.055 | (0.500, 0.718) |
| Conditional value → Impulsiveness ( | 0.574*** | 0.078 | (0.420, 0.729) |
| Trust → Purchase intention ( | 0.644*** | 0.034 | (0.578, 0.711) |
| Trust → Willingness to pay premium ( | 0.818*** | 0.058 | (0.703, 0.932) |
| Impulsiveness → Purchase intention ( | 0.325*** | 0.034 | (0.258, 0.391) |
| Impulsiveness → Willingness to pay premium ( | 0.442*** | 0.052 | (0.340, 0.544) |
| Green advertisement → Trust → Purchase intention | 0.253*** | 0.049 | (0.163, 0.356) |
| Green advertisement → Trust → Willingness to pay premium | 0.146*** | 0.067 | (0.011, 0.276) |
| Green advertisement →Impulsiveness→ Purchase intention | 0.058*** | 0.023 | (0.015, 0.106) |
| Green advertisement → Impulsiveness → Willingness to pay premium | 0.066*** | 0.035 | (0.001, 0.137) |
| Green Brand Image → Trust → Purchase intention | 0.331*** | 0.043 | (0.249, 0.417) |
| Green Brand Image → Trust → Willingness to pay premium | 0.398*** | 0.059 | (0.289, 0.518) |
| Green Brand Image → Impulsiveness → Purchase intention | 0.100*** | 0.028 | (0.052, 0.161) |
| Green Brand Image → Impulsiveness → Willingness to pay premium | 0.138*** | 0.039 | (0.070, 0.223) |
| Functional value → Trust → Purchase intention | 0.309*** | 0.054 | (0.208, 0.420) |
| Functional value → Trust → Willingness to pay premium | 0.300*** | 0.079 | (0.154, 0.459) |
| Functional value → Impulsiveness → Purchase intention | 0.076*** | 0.026 | (0.029, 0.130) |
| Functional value → Impulsiveness → Willingness to pay premium | 0.104*** | 0.038 | (0.037, 0.185) |
| Social value → Trust → Purchase intention | 0.217*** | 0.029 | (0.162, 0.274) |
| Social value → Trust → Willingness to pay premium | 0.265*** | 0.039 | (0.189, 0.340) |
| Social value → Impulsiveness → Purchase intention | 0.071*** | 0.023 | (0.029, 0.120) |
| Social value → Impulsiveness → Willingness to pay premium | 0.105*** | 0.035 | (0.041, 0.174) |
| Conditional value → Trust → Purchase intention | 0.295*** | 0.036 | (0.228, 0.369) |
| Conditional value → Trust → Willingness to pay premium | 0.395*** | 0.054 | (0.293, 0.505) |
| Conditional value → Impulsiveness → Purchase intention | 0.107*** | 0.026 | (0.060, 0.162) |
| Conditional value → Impulsiveness → Willingness to pay premium | 0.165*** | 0.041 | (0.087, 0.251) |
| Emotional value → Trust → Purchase intention | 0.207*** | 0.028 | (0.157, 0.265) |
| Emotional value → Trust → Willingness to pay premium | 0.327*** | 0.053 | (0.224, 0.431) |
| Emotional value → Impulsiveness → Purchase intention | 0.066*** | 0.018 | (0.035, 0.104) |
| Emotional value → Impulsiveness → Willingness to pay premium | 0.121*** | 0.034 | (0.061, 0.194) |
| Epistemic value → Trust → Purchase intention | 0.265*** | 0.038 | (0.195, 0.342) |
| Epistemic value → Trust → Willingness to pay premium | 0.343*** | 0.048 | (0.253, 0.440) |
| Epistemic value → Impulsiveness → Purchase intention | 0.095*** | 0.026 | (0.049, 0.151) |
| Epistemic value → Impulsiveness → Willingness to pay premium | 0.136*** | 0.036 | (0.071, 0.211) |
Note(s): *p < 0.05, **p < 0.01. N = 313. Estimates = Unstandardized path coefficients
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