Figure 5.
The moderated mediation model shows Sustainability Initiatives, X, connected to Response Efficacy, M, and Willingness to Pay Premiums, Y, with Fatalism, W, acting as a moderating variable. The path from Sustainability Initiatives to Response Efficacy reports a regression coefficient of 0.94, a standard error of 0.35, a t-value of 2.70, a p-value of 0.007, and a confidence interval from 0.25 to 1.65. Moderation effects from Fatalism are reported separately for salmon and beef, both with regression coefficients of 0.65 and confidence intervals extending from negative values to minus 0.01. The path from Response Efficacy to Willingness To Pay Premiums reports significant positive effects for beef and salmon, each with a regression coefficient of 3.32 and confidence intervals above zero, indicating that response efficacy positively influences willingness to pay premiums under varying fatalism conditions.Conceptual model – Study 2