Table 6 Regression analysis results for the moderating effects of major variables.

Model1 (Y = personal norms)

constant term

3.110

0.708

4.393

< 0.001

[1.713, 4.507]

[1.587, 4.783]

Behavior label (X)

0.147

0.068

2.181

0.031

[0.014, 0.281]

[0.015, 0.301]

Construal level (W)

0.350

0.151

2.316

0.022

[0.052, 0.647]

[0.049, 0.667]

Behavior label × construal level (interaction term)

-0.219

0.115

-1.915

0.057

[-0.445, 0.007]

[-0.460, 0.062]

R² = 0.213

Model 2 (Y = mental imagery)

constant term

4.220

0.438

9.627

< 0.001

[3.355, 5.085]

[3.311, 5.062]

Behavior label

0.092

0.040

2.292

0.023

[0.013, 0.172]

[0.008, 0.182]

Personal norms (M1)

0.342

0.044

7.799

< 0.001

[0.256, 0.429]

[0.246, 0.448]

R² = 0.330

Model 3 (Y = pro-environmental behavior)

Constant term

0.343

0.572

0.600

0.549

[-0.786, 1.473]

[-0.595, 1.289]

Behavioral label (direct effect)

0.041

0.044

0.944

0.347

[-0.045, 0.127]

[-0.056, 0.139]

Personal norms (M1)

0.719

0.054

13.353

< 0.001

[0.613, 0.826]

[0.571, 0.838]

Mental imagery (M2)

0.183

0.079

2.314

0.022

[0.027, 0.338]

[0.012, 0.374]

R² = 0.680