Table 7.
Analysis of the moderating effect of consumer knowledge.
| Moderating effect model | Standardized coefficient | Std. Err. | 95% C.I. | Conclusion | |
|---|---|---|---|---|---|
| Lower | Upper | ||||
| H5a Perceived risk— > quality trust | −0.121 | 0.036 | −0.191 | −0.050 | Support |
| −1 SD (consumer knowledge) | −0.365 | 0.070 | −0.502 | −0.228 | |
| Mean (consumer knowledge) | −0.221 | 0.048 | −0.316 | −0.126 | |
| +1 SD (consumer knowledge) | −0.077 | 0.060 | −0.195 | 0.041 | |
| H6a The moderated mediating effect of quality trust | 0.066 | 0.020 | 0.028 | 0.107 | Support |
| H5b Perceived Risk— > green trust | Support | ||||
| −1 SD (consumer knowledge) | −0.192 | 0.059 | −0.307 | −0.076 | |
| Mean (consumer knowledge) | −0.108 | 0.040 | −0.187 | −0.028 | |
| +1 SD (consumer knowledge) | −0.023 | 0.049 | −0.121 | 0.074 | |
| H6b The moderated mediating effect of green trust | 0.039 | 0.017 | 0.006 | 0.074 | Support |