Hierarchical regression analysi s was used to test

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Hierarchical regression analysi s was used to test the moderating effect of collectivism on green purchase intention and therefore interaction term was introduced in the regression model. In order to eliminate multicollinearity with the interaction term, according to Aiken & West (1991), the variables were first centered and an interaction term between the independent variable and moderator was created. The introduction of interaction effect of collectivism on relation between environment attitude with green purchase intention brings significant change in the regression model (R square change of 2.4%), where model 2 is significant with F value 41.71. Further, there is moderating effect of collectivism on environment attitude and green purchase intentions as the interaction term is significant at p<.05 level. Simple slopes test using Process by Andrew F. Hayes (2012) provides z value of collectivism significant at p<.05 level in all the three cases, i.e., one standard deviation below the mean, at the mean, and one standard deviation above the mean (Table V). Conditional effect of environment attitude on green purchase intention is shown through simple slope diagram plotted through excel sheet developed by James Gaskin (Fig.II). Environment attitude, although, is positively related to green purchase intention for both low and high levels of collectivism , the relationship is more pronounced at high level of collectivism and it supports the hypothesis H5. The results of hierarchical regression analysis (Table IV) does not support the hypothesized effect of materialism on relation between environmental concern and green purchase intention (H7) and environmental attitude and green purchase intention (H8). The interaction term, although, is found insignificant at p < .05 level in both the cases, the effect of materialism on green purchase intention is significantly positive while testing its moderating effect relation between environmental concern and green purchase intention . The results need further investigation for the reason that the part of the literature also suggests positive effect of materialism on GPI. 4. DISCUSSION & IMPLICATIONS Awareness about degrading environment results into a new tendency among people to adopt the products that are less detrimental to the environment and it is very important to have a clear
SHARMA, ASWAL Green Purchase Intentions, Collectivism and Material ism 42 understanding about the factors that influence their purchase behavior and motivate them to buy green products. The study supports the role of cultural values in explaining green purchase behavior of consumer. C ollectivist values as against individualistic values tend to make people friendlier to the environment ( Chan, 2001; Triandis, 1993; Ling-yee, 1997). The study also found positive influence of environment attitude on green purchase intention which supported the Laroche et al., (2001) study. Thus, people with positive environment attitude, in particular those with strong collectivist values can contribute more towards sustainable consumption by

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