Identifying the key purchase factors for organic food among Chinese consumers

Frontiers of Business Research in China

Table 8 Direct, indirect, and total effects analysis results (Hypotheses 7(a)–7(c))

Path	Direct effects	Indirect effects	Total effects	Mediation
PBC → PI→PD	0.024	0.201^**	0.225^**	Supported (full mediation)
PA → PI→PD	−0.025	0.053^**	0.028^**	Supported (full mediation)
FTC → PI→PD	0.105	0.057^**	0.162^**	Supported (full mediation)

n = 310
Notes.PBC = perceived behavioral control, PA = purchase attitude, FTC = food therapy culture, PI = purchase intention, PD = purchase decision
^**p < 0.01