Condition 1: Independent andDependent Variables (IV-DV) Correlation The correlationmeasurements / values as shown in table 4.7 above mentioned that allconsumption motives (included all independent variables and dimensions values)are significantly correlated with food purchase intention (The dependentvariable) showing the values of correlation coefficient as 0.442; 0.483; 0.
528;0.335; 0.419; 0.513; 0.582; 0.495. Condition2: Correlation of Mediator with all identifiedfactors (IV-MV)In order to identify the mediation roleplayed by consumer involvement in buying decision towards food products to influencethe purchase intention or buying behavior in food industry to enhance level ofconsumer involvement and competitive position in purchase decision of food, acorrelation analysis was performed to find out the association/correlationbetween the consumer involvement and the five consumptions motives such ashealth consciousness, food safety concern, personal consumer traits withdimensions (self efficiency, need forinteraction and inherent novelty seeking), situational factors (peer influenceand time pressure) and ecological motives (ethical concern and environmentalprotection) for enhancing customer purchase intention in food industry, asshowing the values of correlation coefficient; 0.
474; 0.551; 0.665; 0.
510;0.496; 0.598; 0.747; 0.
609, mentioned in Table 4.7 results fulfill the secondcondition necessary to examine whether the effect of mediation has occurred.Condition 3: Correlation Analysisbetween Dependent Variable and Mediator (MV-DV) Asmentioned above the results in Table 4.7 confirmed the completion andcontentment of second mediation condition according to which there iscorrelation between mediator and independent variables exist with value 0.596.
Therefore, it stimulated the need to precede further correlation analysis andcheck/examines the mediating effect of consumer involvement in buying fooditem. The strong correlation analysis between mediator (consumer involvement)and dependent variable (purchase intention of consumer in food industry) wasperformed, as results shown in table 4.8 to confirm or verify the thirdcondition of Pearson’s correlation analysis.Table 4.8 Correlation between Mediating Variableand Dependent Variables (MV-DV) Correlations Consumer Involvement Purchase intention Consumer Involvement Pearson Correlation 1 .596** Sig.
(2-tailed) .000 N 268 268 Purchase intention Pearson Correlation .596** 1 Sig. (2-tailed) .000 N 268 268 **.
Correlation is significant at the 0.01 level (2-tailed). The results of correlation analysis asshown in Table 4.8 confirmed the fulfillment of third condition of mediatingeffect to verify that there is correlation or significance association betweenmediator (Consumer involvement in buying food) and dependent variable(intention to buying food/purchase intention) exist. Therefore, it confirmedthat the initial conditions for mediation analysis are accomplished. Thus, theanalysis further continued to verify the mediating effect of consumerinvolvement through regression analysis. 4.
5 Regression analysis to Measuring the Mediator EffectThe all hypothesis of thisstudy have been scrutinized by multiple linear regression analysis for eachvariable and the values of measurements shown in given below tables. R value, Rsquare value, beta value under standardized coefficient, beta understandardized coefficient and significance (p-value) are some essentialparameters to be focused. The correlation coefficient’s values represent anassociation between all variables of this survey for every single path which isstatistically significant. Therefore, this has validate that the regressionanalysis test for recognizing and identifying the key function/role ofmediating variable can be preceded all required necessary conditions at theirlevel of bivariate are met.According to thesuggestion of Baron and Kenny (1986), the analysis of mediation fulfill in fournecessary steps.
The first step is that the forecasting of DV-dependentvariable ought to be significant using the IV-independent variables. The secondstep is that the MV-mediating variable ought to be significantly forecasted bythe IV-independent variable and the third step of analysis is that the DV-dependentvariable should be significantly forecasted by the MV-mediating variable. At lastand final fourth step, the dependent variable-DV ought to be forecastedsignificantly by both independent variable-IV and mediator-MV collectively. In casethe four step criteria are met, then the direct effect of independent variableabsolutely be minimized or reduced from the individual effect of independentand mediator variables.
In case the analysis results of independent variable-IVbecome significant, it shows that partial mediation is occurring and if when theindependent variable’s-IV values become insignificant, it predicts that thereis perfect mediation has occurred. The statistical significance of themediation model will be analysed by using a Sobel test (MacKinnon and Dwyer, 1993; Soper,2011). Through ‘Sobel test’, this willbe further confirmation and validation where the effect of independent variablereduction that reached to zero, fulfillment mediation analysis has beenconfirmed.These followinginstructions presented by Baron and Kenny (1986), the analysis is proceeding toidentify if consumer involvement in buying food product act as a mediator.Therefore, the researcher followed the procedure of four step mediationanalysis below. The mediation analysis for each variable and dimension arepresented separately to understand the mediating effect of each variable orfactors.In the first step, theinfluence/impact of five identified components (independent variables) withdimensions is measured on purchase intention of food products-DV. In the secondstep, the influence/impact of five identified components (independentvariables) with dimensions on Mediator as consumer involvement in buying fooditems is calculated and the third step, the purchase intention of food item isinfluenced by consumer involvement in buying food items is measured.
And at theend, the fourth step, the purchase intention of food is influenced by both fiveidentified variables-IVs and Mediator-MV collectively has been examined. Incase, if the independent component’s influence on the dependent component-DV isdecreased because of the inclusion of a mediator, it will verify that mediatingeffect is happened and vice versa.The value of regressionmeasurement for all constructs, which depict and characterize a statisticallysignificant link between variables. Hence, this has validate that the analysisfor recognizing the consequence of mediating variable between dependentvariable and independent variable. The regression analysis result performed areshown in Tables 4.10-4.17 and the list of the variables that used in theanalysis are given below in table 4.9