Table 6.
Moderator | Environmental Consciousness (X) → Perceived Food Quality (M) → Organic Food Purchase Intention (Y) | ||||
---|---|---|---|---|---|
Stage | Effect | ||||
First (PXM) | Second (PMY) | Direct Effects (PXY) | Indirect Effects (PXMPMY) | Total Effects (PXY + PXMPMY) | |
Low-price sensitivity | 0.313 *** | 0.325 *** | 0.411 *** | 0.102 *** | 0.513 *** |
High-price sensitivity | 0.297 *** | 0.254 ** | 0.394 *** | 0.075 *** | 0.469 *** |
Differences | 0.016 *** | 0.071 *** | 0.017 * | 0.027 ** | 0.044 ** |
Note: n = 518, * p < 0.05, ** p < 0.01, *** p < 0.001; PXM: path from independent variable to mediator; PMY: path from mediator to dependent variable; PXY: path from independent variable to dependent variable.