Table 5 The direct and indirect effects of the scale frame on green purchase intention.

From: How to use advertising appeals to promote green purchase behaviour —The double-edged sword effect of a large usage-based scale frame

Direct effect

β

se

LLCI

ULCI

0.289

0.086

0.119

0.458

Indirect effect

β

Boot se

Boot LLCI

Boot ULCI

Perceived value

0.084

0.032

0.033

0.164

Consumer skepticism

−0.083

0.037

−0.155

−0.012

Total

0.002

0.056

−0.105

0.119

Back to article page