Variable

Green consumption

M1

M2

M3

M4

M5

β1

β2

β3

β4

β5

First (Control Variable)

Gender

0.03(0.12)

0.04 (0.11)

-0.04 (0.08)

0.03 (0.14)

0.02 (0.11)

Age

0.11* (0.02)

0.14* (0.03)

0.12* (0.01)

0.11* (0.01)

0.10* (0.01)

Education

0.04 (0.05)

0.06 (0.04)

0.05 (0.03)

0.03 (0.06)

0.02 (0.05)

Rank

0.04 (0.07)

−0.02 (0.09)

0.03 (0.05)

−0.05 (0.06)

−0.05 (0.07)

Income

0.05 (0.05)

−0.03 (0.06)

0.04 (0.07)

0.02 (0.05)

−0.03 (0.08)

Second (Main Effect)

Social comparison orientation

0.61* (0.04)

0.59* (0.03)

Face consciousness

0.19* (0.03)

0.14* (0.03)

0.16* (0.03)

In-group identification

0.46* (0.03)

0.48* (0.04)

Third (Moderated Effect)

In-group* Face

0.09* (0.04)

F

7.05

8.69**

106.22**

32.08**

28.56**

R2

0.03

0.04

0.51

0.23

0.24

Adjusted R2

0.03

0.03

0.51

0.23

0.23

ΔR2

0.01

0.01**

0.49**

0.20**

0.01**