Table 6 Structural Model Assessment Indirect (Mediating) Effect
From: Contrariwise obesity through organic food consumption in Malaysia: a signaling theory perspective
| Â | Beta Values | Standard Deviation | T Statistics | P Values | 97.5% | 97.5% | Decision |
|---|---|---|---|---|---|---|---|
Brand image identifications - > Healthy foods’ purchase intention - > Healthy lifestyle | 0.001 | 0.019 | 0.064 | 0.949 | 0.042 | 0.040 | Not Supported |
Brand credibility identifications - > Healthy foods’ purchase intention - > Healthy lifestyle | 0.005 | 0.024 | 0.195 | 0.846 | 0.050 | 0.055 | Not Supported |
Consumer innovativeness - > Healthy foods’ purchase intention - > Healthy lifestyle | 0.145 | 0.040 | 3.676 | 0.000** | 0.235 | 0.213 | Supported |
Environmental concern - > Healthy foods’ purchase intention - > Healthy lifestyle | 0.036 | 0.021 | 1.660 | 0.097 | 0.091 | 0.082 | Not Supported |
Health consciousness - > Healthy foods’ purchase intention - > Healthy lifestyle | 0.011 | 0.019 | 0.560 | 0.575 | 0.061 | 0.052 | Not Supported |