TABLE 8.

Direct effect, indirect effect, and total effect between latent variables and willingness to pay.

Regression path	Direct effect	Indirect effect	Total effect
Past Experience→Risk Perception	0.002	0.058	0.060
Past Experience→Behavioral Attitude	–	–	–
Past Experience→Subjective Norms	0.067	0.015	0.082
Past Experience→Willingness to Pay	–	–	–
Risk Perception→Behavioral Attitude	–	0.083	0.083
Risk Perception→Subjective Norms	0.085	0.015	0.100
Risk Perception→Perceived Behavioral Control	0.053	0.033	0.086
Risk Perception→Willingness to Pay	–	–	–
Behavioral Attitude→Willingness to Pay	0.087	–	0.087
Subjective Norms→Willingness to Pay	0.057	–	0.057
Perceived Behavioral Control→Willingness to Pay	0.058	–	0.058

“–” means that the effect is not significant.