The determinants of green consumption: a study of socio-demographics factors as determinants

3.3.5 H3: The store type is has a positive effect on green consumer behavior

For this hypothesis the null hypothesis is:

H0 = the store type is not explaining the consumption of green products H1 = the store type has an effect on the consumption of green product

Table 3.29 H3 Model Summary

Récapitulatif des modèles

Modèle		R		R-deux	R-deux ajusté	Erreur standard de l'estimation
dimensio n0	1		,515^a	,266	,261	,94415

a. Valeurs prédites : (constantes), 2

For this hypothesis, we could observe that the correlation between the variables, the store type and the consumption of green products is 0.515, which is relatively important. Moreover, R-square is equal to 0.266 this means that 26.6% of the variance of green consumption could be explained because of the store type;

therefore it seems that the consumption of green products is affected by the type of store.

Table 3.30 H3 ANOVA Table

ANOVA^b

Modèle	Somme des carrés	ddl	Moyenne des carrés	D	Sig.
1 Régression Résidu Total	47,743 131,930 179,673	1 148 149	47,743 ,891	53,559	,000^a

a. Valeurs prédites : (constantes), 2

b. Variable dépendante : green_consump

The part of variance none explain by the independent variable is more important, 131.930, than the part explain by the independent variable, 47.743. So it seems that the consumption of green product is moderately affected by the type of store.

In this case, the D (F) value is 53.559 and is significant at p < 0.0005. In other words, at the p = 0.05 level of significance, there exists enough evidence to conclude that the slope of the population regression line is not zero and, hence, that the store type is useful as a predictor of green consumption. Therefore we reject the null hypothesis formulated above. So there is a statistically significant relationship between the green consumption and the type of store.

Table 3.31 H3 Coefficients Table

Coefficients^a

Modèle			Coefficients
	Coefficients non standardisés		standardisés
	A	Erreur standard	Bêta	t	Sig.
1 (Constante)	2,817	,116		24,255	,000
2	,352	,048	,515	7,318	,000

a. Variable dépendante : green_consump

For this hypothesis, the regression equation could be drawn as followed: Green consumption = 2.817+0.352*store type

For the p-value, in this case p = .000 therefore we get .000 > 0.05, as a consequence we reject H0 and we have to say that according to the store type, the consumption of green products could be facilitated.

3.3.6 H4: Good knowledge / high environmental knowledge lead to the consumption of green products

For this hypothesis the null hypothesis is:

H0 = Green knowledge is not explaining the consumption of green products H1 = Green knowledge permits to explain the consumption of green product Table 3.32 Model Summary

Récapitulatif des modèles
Modèle		R	R-deux	R-deux ajusté	Erreur standard de l'estimation
dimen sion0	1	,815^a	,664	,662	,63825
a. Valeurs prédites : (62onstants), 2

For this hypothesis, we could observe that the correlation between the variables, the store type and the consumption of green products is 0.815, which indicates a high correlation. Moreover, R-square is equal to 0.664 this means that 66.4% of the variance of green consumption could be explained because of the green knowledge of the consumers; which is very large; therefore it seems that the consumption of green depends of the green knowledge of consumer.

Table 3.33 H4 ANOVA Table

ANOVA^b

Modèle		Somme des			Moyenne des
		carrés	ddl		carrés	D	Sig.
1	Régression	119,383		1	119,383	293,060		,000^a

a.

Résidu 60,290 148 ,407

Total 179,673 149

Valeurs prédites : (constantes), 2

b. Variable dépendante : green_consump

The part of variance none explain by the independent variable is less important, 60.290, than the part explain by the independent variable, 119.383. So it seems that having a good knowledge is determining the consumption of green products.

In this case, the D (F) value is 293.060 and is significant at p < 0.0005. In other words, at the p = 0.05 level of significance, there exists enough evidence to conclude that the slope of the population regression line is not zero and, hence, that the green knowledge / consciousness is useful as a predictor of green consumption. Therefore we reject the null hypothesis formulated above. So there is a statistically significant relationship between the green consumption and green knowledge.

Table 3.34 H4 Coefficients Table

Coefficients^a

Modèle			Coefficients
	Coefficients non standardisés		standardisés
	A	Erreur standard	Bêta	t	Sig.
1 (Constante)	,673	,171		3,942	,000
2	,873	,051	,815	17,119	,000

a. Variable dépendante : green_consump

For this hypothesis, the regression equation could be drawn as followed: Green consumption = 0.673+0.873*green knowledge

For the p-value, in this case p = .000 therefore we get .000 > 0.05, as a consequence we reject H0 and we have to say that the green knowledge is facilitating the consumption of green products.