Table 4.
Path coefficients and hypothesis testing results.
| Hypothesised Relationship | Coefficient | T Stat | p Value |
|---|---|---|---|
| H1a: Objective Apple Knowledge -> Discerning Apple Buyer | −0.008 | 0.191 | 0.848 |
| H1b: Subjective Apple Knowledge -> Discerning Apple Buyer | 0.456 | 11.929 | 0.000 |
| H2a: Gender -> Discerning Apple Buyer | −0.027 | 0.627 | 0.530 |
| H2b: Age -> Discerning Apple Buyer | −0.077 | 1.773 | 0.076 |
| H2c: Education -> Discerning Apple Buyer | 0.068 | 1.511 | 0.131 |
| H2d: Income -> Discerning Apple Buyer | −0.054 | 1.206 | 0.228 |
| H3a: Objective Apple Knowledge -> My Attitudes towards US Apple Growers | −0.086 | 2.133 | 0.033 |
| H3b: Subjective Apple Knowledge -> My Attitudes towards US Apple Growers | 0.536 | 10.553 | 0.000 |
| H4a: Gender -> My Attitudes towards US Apple Growers | −0.006 | 0.129 | 0.898 |
| H4b: Age -> My Attitudes towards US Apple Growers | 0.031 | 0.729 | 0.466 |
| H4c: Education -> My Attitudes towards US Apple Growers | 0.126 | 2.134 | 0.033 |
| H4d: Income -> My Attitudes towards US Apple Growers | 0.005 | 0.140 | 0.889 |
| H5: Discerning Apple Buyer -> Importance of Apple Physical Attributes | 0.428 | 7.142 | 0.000 |
| H6: My Attitudes towards US Apple Growers -> Importance of Apple Physical Attributes | 0.286 | 4.776 | 0.000 |
| H7: Discerning Apple Buyer -> Importance of Apple Commercial Attributes | 0.534 | 9.267 | 0.000 |
| H8: My Attitudes towards US Apple Growers -> Importance of Apple Commercial Attributes | 0.208 | 3.586 | 0.000 |
Bold = p < 0.05.