Figure 2.
The model results diagram shows four labelled boxes: Category at the upper left, Perceived sustainability at the lower left, Quality at the upper centre, and Financial Brand Value at the lower right. A diagonal path from Category towards the connection between Perceived sustainability and Quality is labelled 0.309, in parentheses 0.249, not significant. A diagonal path from Perceived sustainability to Quality is labelled 0.909, in parentheses 0.193, with three asterisks. A diagonal path from Quality to Financial Brand Value is labelled 135.264, in parentheses 59.734, with two asterisks. Two horizontal paths run from Perceived Sustainability to Financial Brand Value. The upper dashed path is labelled 175.345, in parentheses 69.109, two asterisks, and the lower solid path is labelled 30.244, in parentheses 92.763, not significant.The moderated mediation analyses results (Model 7 by Hayes, 2013)
Note(s): Hayes’s moderated mediation model, including path coefficients. The dotted line indicates the effect of perceived sustainability on brand value when perceived quality is not included as a mediator. *p < 0.1; **p < 0.05; ***p < 0.01