.5.1 Proceeding four steps Mediation Test for Health

consciousness

In the case of step one, the impact of health

consciousness on purchasing intention of food items is measured and in next

step, the impact of health consciousness-IV is calculated on consumer

involvement-MV and the third step examined the impact of consumer involvement-Mediator

on purchase intention-dependent variable. Finally in the last step of mediation

test, the combine effect of health consciousness-IV and consumer involvement-MV

in buying products in purchase intention-DV has been examined. In Table 4.10, the

regression analysis measurements performed are displayed.

Table 4.10 Step Wise Mediation Test for Health consciousness

Steps

Model name

Un-stand. coefficient

Stand. coefficient

R²

Significance

B

Std.

Error

Beta

Model # 1. Health consciousness

(IV) – Consumer involvement (MV) – Purchase intention (DV)

Step 1

IV-DV

(constant)

.429

2.162

0.053

0.192

0.442

0.196

0.000

Step 2

IV-MV

0.454

0.052

0.474

0.225

0.000

Step 3

MV-DV

0.603

0.050

0.596

0.355

0.000

Step 4

IV-DV

0.200

0.053

0.207

0.000

MV-DV

0.504

0.055

0.498

0.000

Sobel

test

4.5.1.1 First step Mediation analysis

for Health consciousness

To measure the

relationship and association between independent variable-health consciousness

and dependent variable-food purchase intention, the first step of mediation

analysis is performed. The observed beta coefficient value is 0.442 of health

consciousness for relationship of IV-DV which demonstrated the strength of

interdependence between the dependent variable and independent variable. This

beta value of mediation is equal to the correlation coefficient between the two

variables. The value of beta in regression analysis are the perceived

coefficient value of the variables that predicting a change. Based on the value

of beta coefficient shown in Table 4.10, it can be concluded that health

consciousness performing a positive role in purchasing intention of food items,

as the independent variable positively presented in the level of purchase

intention of food in the survey area which in convert to discover how much food

customers are conscious about food items that they used in their buying

behavior. The strength of the relationship between both variables that is shown

by the correlation measurement, the correlation strength between health

consciousness and purchase intention is 0.442 and above 0.4 correlation’s value

is also satisfactory that means the effect is significant.

Model abstract/summary

given in Table 4.10 shows the value of R square is 0.196 is the correlation between two

elements. The R square value elaborates the proportion or quantity of variance

in the purchase intention-DV characterize by the regression model. The R-square

values which mentioned above in model summary demonstrate an acceptable and

satisfactory level of variations in the dependent variable. This further verified

by ANOVA (the analysis of variance) which defines that the independent variable

performed a favorable act in explaining the variation in the dependent

variable.

4.5.1.2 Second step Mediation analysis

for Health consciousness

In the second step of mediation

analysis, the association between health consciousness-IV and consumer

involvement-MV is calculated. The beta coefficient value of independent

variable-health consciousness for IV-Mediator relationship is examined to be

0.474. The strength of relationship between mediating variable and independent

variable is indicated through the value of correlation that demonstrate the

acceptable and satisfactory relationship that is equal to the value of

correlation coefficient between both variables independent variable and

mediating variable IV-MV. Therefore, this value demonstrated that the consumer

involvement in buying food items is not strong enough for consumer’s health

that means they are not more consciousness about health regarding food. The R

square value is 0.225 and the analysis of variation (ANOVA) demonstrated that

the health consciousness-IV is significantly indicates the 22% variation in the

dependent variable.

4.5.1.3 Third Step Mediation analysis

for Health consciousness

The

association between consumer involvements in buying food products that consider

as independent variable in mediation analysis and purchase intention is

measured in third step. The value of beta coefficient is 0.596 in Table 4.10

that showed the relationship between the dependent variable and independent variable

(mediator) that is equal to the coefficient correlation value between these two

variables (MV-DV). Therefore it can demonstrated that the consumer involvement

as a mediating variable positively involved and near strongly in the purchase

intention in the food industry.

As in Table 4.10 the value of R is 0.596 demonstrating

the strength of association between the both variables; independent variable

and dependent variable. Whether the value of R square is 0.355 telling that the

good fit model and has explained 35% variation in the dependent variable. The

model summary table also shows and tells the significance of the analysis where

the value of significance is 0.000 which demonstrates that the IV-independent

variable did a good act in changes or variation in the dependent variable as

purchasing intention of food products.

4.5.2 Fourth Step Mediation analysis for

Health consciousness

In

the final fourth step of mediation analysis measures the effect of health

consciousness variable-IV and consumer involvement-MV on purchase intention of

food-DV collectively. The favorable/significant value of beta coefficient for health

consciousness is calculated to be 0.207 which is 0.442 as showed in independent

variable (IV)-dependent variable (DV) direct analysis, therefore it is verified

that the independent variable’s direct effect has been decreased. Barron and

Kenney (1986) suggesting that if the independent variable’s value comes

significant as 0.000 in the combined analysis, it is demonstrate that the

inclusion of variable is going towards partial mediation that would be verified

using Sobel Test. As, in the case to check or test the function of mediator at

the level of bivariate is met, therefore further, the Sobel test could be

proceeded next by using online test known as Sobel test to check the significance

level of mediation model developed by Kristopher Preacher and Geoffry

Leonardelli. The source to know information about Sobel analysis is available

at (http://quantpsy.org/sobel/sobel.htm). In

combined mediation analysis indicate that the indirect effect of health

consciousness-IV on purchase intention of food items is significantly decreased

as observed in Table 4.10