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.5.1 Proceeding four steps Mediation Test for Health

            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.

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Table 4.10 Step Wise Mediation Test for Health consciousness


Model name

Un-stand. coefficient

Stand. coefficient






Model # 1. Health consciousness
(IV) – Consumer involvement (MV) – Purchase intention (DV)

Step 1







Step 2







Step 3







Step 4













test 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. 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. Third Step Mediation analysis
for Health consciousness

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

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 ( 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

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