Figure 2.
A structural model shows quantified relationships between consumer and product factors, attitude, and purchase intention within a stimulus-organism-response framework.Consumer specific factors include environmental concern with a path coefficient of 0.34, health consciousness with a path coefficient of 0.11, and food safety concern with a path coefficient of 0.20. Product specific factors include nutritional content with a path coefficient of 0.12, awareness with a path coefficient of 0.20, and price fairness with a path coefficient of 0.04. All factors connect to attitude. Attitude shows an explained variance of R squared 48 percent. Attitude connects to purchase intention with a path coefficient of 0.54. Purchase intention shows an explained variance of R squared 39 percent. The structure follows stimulus, organism, and response stages.

Result of the structural model

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