Results of mediation and moderated mediations analyses
| Hypotheses | Path and interactions | Estimate | SE | 95% CI | Results |
|---|---|---|---|---|---|
| H1 | Perceived sustainability → Brand value (total effect, not accounting for the mediator) | 175.345 | 69.109 | (37.403, 313.286) | Supported |
| H2 | Perceived sustainability → Perceived quality → Brand value (indirect effect) | 122.963 (Hed) | 103.110 | (9.932, 405.894) | Supported |
| 164.742 (Ut) | 102.818 | (13.858, 406.223) | |||
| H3 | Interactions: Sustainability × Category | 0.309 | 0.249 | (−0.189, 0.807) | Not supported |
| Hypotheses | Path and interactions | Estimate | SE | 95% CI | Results |
|---|---|---|---|---|---|
| Perceived sustainability → Brand value (total effect, not accounting for the mediator) | 175.345 | 69.109 | (37.403, 313.286) | Supported | |
| Perceived sustainability → Perceived quality → Brand value (indirect effect) | 122.963 (Hed) | 103.110 | (9.932, 405.894) | Supported | |
| 164.742 (Ut) | 102.818 | (13.858, 406.223) | |||
| Interactions: Sustainability × Category | 0.309 | 0.249 | (−0.189, 0.807) | Not supported |
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