Table 4 Hypothesis test of base model.
Hypothesis | Path | Std. Coeff | T statistics | P values |
|---|---|---|---|---|
H1 | green skepticism -> product attitude | −0.11 | 3.69 | 0.00 |
H2 | product attitude -> brand advocacy | 0.39 | 12.07 | 0.00 |
H3a | green skepticism -> green benefits | −0.12 | 3.96 | 0.00 |
H3b | green skepticism -> perceived risk | 0.30 | 11.98 | 0.00 |
H4a | green benefits -> product attitude | 0.07 | 2.23 | 0.03 |
H4b | perceived risk -> product attitude | −0.13 | 3.94 | 0.00 |
H5a | green benefits -> brand advocacy | 0.02 | 0.81 | 0.42 |
H5b | perceived risk -> brand advocacy | −0.17 | 6.19 | 0.00 |
H7 | self-affirmation x product attitude -> brand advocacy | 0.18 | 5.08 | 0.00 |
control | age -> brand advocacy | 0.02 | 0.93 | 0.35 |
gender -> brand advocacy | −0.01 | 0.16 | 0.88 | |
degree -> brand advocacy | −0.03 | 1.35 | 0.18 |
