Table 4.
SEM (structural equation modelling) results and hypotheses testing.
| Hypotheses | β | S.E. | t-Value | p-Value | Findings | ||
|---|---|---|---|---|---|---|---|
| H1: Environmental concern | → | Attitude | 0.273 | 0.053 | 5.480 | *** | Supported |
| H2: Food safety concern | → | Attitude | 0.232 | 0.057 | 4.726 | *** | Supported |
| H3: Health consciousness | → | Attitude | 0.205 | 0.052 | 4.151 | *** | Supported |
| H4: Knowledge | → | Attitude | 0.097 | 0.053 | 2.007 | 0.045 | Supported |
| H5: Attitude | → | Purchase behavior | 0.049 | 0.047 | 1.189 | 0.234 | Not supported |
| H6: Green marketing | → | Purchase behavior | 0.430 | 0.058 | 9.416 | *** | Supported |
| H7: Price barriers | → | Purchase behavior | −0.194 | 0.069 | −4.156 | *** | Supported |
Note: *** p < 0.001; S.E.: standard error.