Page 388 - ISC PROCEEDINGS 21.4

H7: FOMO positively moderates the relationship between green marketing and
sustainable purchasing behavior.
2.3.3. Personal financial literacy (FL)
Financial literacy, defined here as the ability to understand and manage personal
financial resources, may condition the degree to which social influence converts into
actual purchase decisions. Drawing on TCV's conditional value dimension, which
recognizes that purchasing behavior varies with situational factors including financial
context, this study posits that consumers with higher financial literacy are better
equipped to evaluate whether socially endorsed sustainable products represent genuine
value within their budget constraints. While empirical evidence on this specific
moderation is nascent, exploratory testing of H8 is theoretically grounded in the
interaction between social norms (TPB) and conditional resource evaluation (TCV). The
hypothesis is thus treated as exploratory in this study.
H8: Personal financial literacy moderates the relationship between social influence
and sustainable purchasing behavior.
2.4. Research model
The proposed integrative model positions five direct antecedents (P, GK, PQ, SI, GM)
as predictors of sustainable purchasing behavior (PGP), with three moderating variables
(INFLU, FOMO, FL) conditioning specific antecedent-outcome relationships. The
regression model is specified as:
Equation (1). Main effects model:
5 3
= + + +

0

=1 =1
Equation (2). Moderated full regression model:
5 3
= + + + ( × ) + ( × ) + ( × )
0 1 3 1 2 5 2 3 4 3
=1 =1
+
Where:
Symbol Description

Sustainable purchasing behavior (PGP) of respondent
– 5 Independent variables: Price (P), Green Knowledge (GK), Perceived
1
Quality (PQ), Social Influence (SI), Green Marketing (GM)

– Moderating variables: Influencer Endorsement (INFLU), FOMO,
1 3
Financial Literacy (FL)
Intercept
0
Regression coefficients for direct effects

Coefficients for moderator direct effects

, , 3 Coefficients for interaction (moderating) effects
1
2
2
Random error term, ∼ (0, )

387