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Table 5 Structural Model Assessment Direct Effect

From: Contrariwise obesity through organic food consumption in Malaysia: a signaling theory perspective

Relationships Beta Values Standard Deviation T Statistic P Values Decision
Brand image identification - > Healthy foods’ purchase intention 0.005 0.071 0.074 0.941 Not Support
Brand credibility identification - > Healthy foods’ purchase intention 0.020 0.091 0.220 0.826 Not Support
Consumer innovativeness - > Healthy foods’ purchase intention 0.636 0.056 11.405 0.000** Supported
Environmental concern - > Healthy foods’ purchase intention 0.156 0.061 2.546 0.011* Supported
Health consciousness - > Healthy foods’ purchase intention 0.047 0.067 0.700 0.484 Not Support
Healthy foods’ purchase intention - > Healthy lifestyle 0.228 0.065 3.519 0.000** Supported