| 종속변인: 친환경성(M) |
| 상수 | –2.567 (.943) | –2.723* | –4.440 | –.694 |
| 가격(X) | .651 (.200) | 3.263* | .255 | 1.048 |
| 성별 | –.145 (.206) | –.704 | –.554 | .264 |
| 연령 | –.164 (.105) | –1.562 | –.373 | .045 |
| 직업 | –.056 (.043) | –1.320 | –.141 | .028 |
| 교육수준 | –.032 (.117) | .272 | –.201 | .264 |
| 소득수준 | –.060 (.073) | –.822 | –.205 | .085 |
| 합리적사고 | .204 (.130) | 1.567 | –.055 | .463 |
| 가격민감도 | –.079 (.135) | .585 | –.189 | .347 |
| 할인선호도 | .122 (.172) | .705 | –.221 | .464 |
| 친환경 의식 | .268 (.079) | 3.388** | .111 | .425 |
| R=.533, R2=.284, F(10, 89)=3.524, p<.01 |
| 종속변인: 구매의도(Y) |
| 상수 | 5.231 (1.026) | 5.097*** | 3.191 | 7.271 |
| 가격(X) | –1.067 (.217) | –4.907*** | –1.499 | –.635 |
| 친환경성(M) | .428 (.115) | 3.705*** | .198 | .657 |
| 친환경–품질 믿음(W) | .365 (.121) | 3.008** | .124 | .605 |
| M×W | .183 (.083) | 2.207* | .018 | .348 |
| 성별 | –.290 (.230) | –1.261 | –.748 | .167 |
| 연령 | .112 (.112) | 1.003 | –.110 | .334 |
| 직업 | .089 (.044) | 1.996* | .000 | .177 |
| 교육수준 | –.107 (.118) | –.909 | –.342 | .127 |
| 소득수준 | .107 (.074) | 1.442 | –.041 | .255 |
| 합리적사고 | –.001 (.137) | –.004 | –.273 | .272 |
| 가격민감도 | –.158 (.145) | –1.084 | –.446 | .131 |
| 할인선호도 | –.070 (.177) | –.397 | –.421 | .281 |
| 친환경 의식 | .114 (.109) | 1.040 | –.104 | .331 |
| R=.707, R2=.500, F(13, 86)=6.625, p<0.00 |
| Test(s) of X by M interaction F(1, 85)=.019, p=.891 |
| Test of highest order unconditional interaction |
| 상호작용항 | R2변화량 | F | df1 | df2 |
| M×W | .028 | 4.871* | 1 | 86 |
| Conditional indirect effects of X on Y(조건부 간접효과) |
| 친환경-품질 믿음 | Effect(SE) | t | LLCI | ULCI |
| –1.280 | .194 (.124) | 1.566 | –.052 | .440 |
| .053 | .437 (.117) | 3.733*** | .204 | .670 |
| 1.053 | .620 (.169) | 3.669*** | .284 | .956 |
| Index of moderated mediation(조절된 매개효과) |
| Index | BootSE | BootLLCI | BootULCI |
| 친환경–품질믿음 | .119 | .067 | .027 | .292 |