Figure 3.
A line chart shows brand love against green consumption values, comparing low anticipated pride and high anticipated pride.The chart plots B L on the vertical axis from one to five. The horizontal axis has Low G C Vs and High G C Vs. Two lines compare moderator groups. The Low A P line rises from about 2.3 at Low G C Vs to about 3.4 at High G C Vs. The High A P line rises from about 2.8 at Low G C Vs to about 3.5 at High G C Vs. Both lines increase, and the gap between groups becomes smaller at High G C Vs.

Moderating effects of AP on the relationship between GCVs and BL

Note(s):AP = anticipated pride; GCVs = green consumption values; BL = brand love

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