Table 3.

Direct, indirect and total effects of the sugar-free label on willingness to pay.

Effect type	Variable	Effect estimate	Std. Err.	Lower CI	Upper CI	p-value
Direct	Sugar-free label	2.357	1.018	0.542	4.627	0.021
Indirect	Sugar-free label	−1.838	0.485	−2.815	−0.856	<0.001
Total	Sugar-free label	0.520	1.055	−1.366	2.852	0.622
Mediators	Healthiness	1.281	0.323	0.722	2.018	<0.001
	Sweetness	−0.976	0.278	−1.606	−0.505	<0.001
	Tastiness	−1.298	0.257	−1.985	−0.896	<0.001
	Familiarity	−2.045	0.346	−2.980	−1.492	<0.001

All effects are unstandardized (for standardized effects see Supplemental materials).