Figure 1.
Conceptual Framework
(Source: Authors’ own research)
Table 2.
F-Squared Test Result
| Green Purchase Decision | Green Perceived Value | Category | |
|---|---|---|---|
| EK | 29.668 | Strong | |
| GA | 0.122 | Weak | |
| GPV | 0.391 | Moderate | |
| Moderating Effect | 0.014 | Weak | |
| SI | 0.286 | Moderate |
Table 3.
Path Coefficient Test Result
| T Statistics | P-values | Decision | |
|---|---|---|---|
| EK -> GPV | 61.478 | 0.000 | Hypothesis 1 supported |
| GA -> GPV | 2.880 | 0.004 | Hypothesis 2 supported |
| EK -> GPV -> GPD | 5.828 | 0.000 | Hypothesis 3 supported |
| GA -> GPV -> GPD | 2.354 | 0.019 | Hypothesis 4 supported |
| GPV -> GPD | 5.730 | 0.000 | Hypothesis 5 supported |
| Moderating Effect 1 -> GPD | 1.328 | 0.185 | Hypothesis 6 not supported |
| SI -> GPD | 4.510 | 0.000 | Hypothesis 7 supported |