Figure 2.
The mediation model shows Sustainability Initiatives, X, connected to Response Efficacy, M, and Willingness To Pay Premiums, Y, through directional regression paths. The path from Sustainability Initiatives to Response Efficacy reports a regression coefficient of minus 0.19, a standard error of 0.05, t-value of minus 3.39, p-value of 0.0008, and a confidence interval from minus 0.31 to minus 0.08. The path from Response Efficacy to Willingness To Pay Premiums reports a regression coefficient of 1.63, standard error of 0.48, t-value of 3.35, p-value of 0.0009, and confidence interval from 0.67 to 2.59. The direct path from Sustainability Initiatives to Willingness To Pay Premiums reports a regression coefficient of minus 1.21, standard error of 0.46, t-value of minus 2.60, p-value of 0.009, and confidence interval from minus 2.13 to minus 0.29, indicating a mediated relationship through response efficacy.Conceptual model – Study 1