Figures & data
Figure 1. Model for path analysis.
Note: Control variables (age, gender, education, survey mode, and perceived consumer effectiveness), measurement errors, and correlations between all exogenous variables were omitted from depiction for clarity reasons.
Table 1. Path analysis for environmental concern as moderator, unstandardized path coefficients.
Figure 2. Effects of the combined nature ad on utilitarian environmental brand benefits at low, moderate, and high levels of environmental concern.
Figure 3. Effects of the combined nature ad on virtual nature experiences at low, moderate, and high levels of environmental concern.
Table 2. Path analysis for attitude toward green products as moderator, unstandardized path coefficients.
Table 3. Path analysis for green purchase behavior as moderator, unstandardized path coefficients.
