| 종속변인: 친환경성(M) |
| 상수 | –1.108 (.981) | –1.129 | –3.057 | .841 |
| 가격(X) | .560 (.188) | 2.988** | .188 | .933 |
| 성별 | –.026 (.190) | –.137 | –.403 | .351 |
| 연령 | –.226 (.101) | –2.244* | –.427 | –.026 |
| 직업 | –.067 (.043) | –1.547 | –.153 | .019 |
| 교육수준 | –.153 (.105) | –1.453 | –.362 | .056 |
| 소득수준 | –.032 (.077) | –.414 | –.184 | .121 |
| 합리적사고 | .116 (.119) | .973 | –.121 | .353 |
| 가격민감도 | –.002 (.126) | .018 | –.253 | .249 |
| 할인선호도 | .176 (.149) | 1.185 | –.119 | .472 |
| 친환경 의식 | .211 (.090) | 2.335* | .032 | .391 |
| R=.498, R2=.248, F(10, 92)=3.041, p<.01 |
| 종속변인 : 구매의도(Y) |
| 상수 | 3.131 (1.115) | 2.809** | .916 | 5.346 |
| 가격(X) | –1.315 (.218) | –6.022*** | –1.749 | –.881 |
| 친환경성(M) | .263 (.116) | 2.260* | .032 | .494 |
| 친환경-품질 믿음(W) | .075 (.112) | .675 | –.147 | .297 |
| M×W | .199 (.096) | 2.068* | .008 | .390 |
| 성별 | –.333 (.212) | –1.570 | –.756 | .089 |
| 연령 | –.061 (.117) | –.521 | –.293 | .171 |
| 직업 | .078 (.049) | 1.599 | –.019 | .175 |
| 교육수준 | .108 (.118) | .919 | –.126 | .342 |
| 소득수준 | .009 (.085) | .102 | –.161 | .178 |
| 합리적사고 | –.013 (.133) | –.096 | –.277 | .251 |
| 가격민감도 | .002 (.142) | .014 | –.279 | .283 |
| 할인선호도 | .068 (.167) | .408 | –.263 | .400 |
| 친환경 의식 | .385 (.121) | 3.177** | .144 | .626 |
| R=.692, R2=.479, F(13, 89)=6.304, p<0.00 |
| Test(s) of X by M interaction F(1, 88)=.860, p=.356 |
| Test of highest order unconditional interaction |
| 상호작용항 | R2변화량 | F | df1 | df2 |
| M×W | .025 | 4.277* | 1 | 89 |
| Conditional indirect effects of X on Y(조건부 간접효과) |
| 친환경-품질 믿음 | Effect(SE) | t | LLCI | ULCI |
| –1.078 | .049 (.150) | .324 | –.250 | .347 |
| .042 | .271 (.117) | 2.325* | .039 | .503 |
| 1.042 | .470 (.159) | 2.958** | .154 | .786 |
| Index of moderated mediation(조절된 매개효과) |
| Index | BootSE | BootLLCI | BootULCI |
| 친환경-품질믿음 | .111 | .067 | .006 | .265 |