Condition 1: Independent and

Dependent Variables (IV-DV) Correlation

The correlation

measurements / values as shown in table 4.7 above mentioned that all

consumption motives (included all independent variables and dimensions values)

are significantly correlated with food purchase intention (The dependent

variable) showing the values of correlation coefficient as 0.442; 0.483; 0.528;

0.335; 0.419; 0.513; 0.582; 0.495.

Condition

2: Correlation of Mediator with all identified

factors (IV-MV)

In order to identify the mediation role

played by consumer involvement in buying decision towards food products to influence

the purchase intention or buying behavior in food industry to enhance level of

consumer involvement and competitive position in purchase decision of food, a

correlation analysis was performed to find out the association/correlation

between the consumer involvement and the five consumptions motives such as

health consciousness, food safety concern, personal consumer traits with

dimensions (self efficiency, need for

interaction and inherent novelty seeking), situational factors (peer influence

and time pressure) and ecological motives (ethical concern and environmental

protection) for enhancing customer purchase intention in food industry, as

showing 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 second

condition necessary to examine whether the effect of mediation has occurred.

Condition 3: Correlation Analysis

between Dependent Variable and Mediator (MV-DV)

As

mentioned above the results in Table 4.7 confirmed the completion and

contentment of second mediation condition according to which there is

correlation between mediator and independent variables exist with value 0.596.

Therefore, it stimulated the need to precede further correlation analysis and

check/examines the mediating effect of consumer involvement in buying food

item. The strong correlation analysis between mediator (consumer involvement)

and dependent variable (purchase intention of consumer in food industry) was

performed, as results shown in table 4.8 to confirm or verify the third

condition of Pearson’s correlation analysis.

Table 4.8 Correlation between Mediating Variable

and 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 as

shown in Table 4.8 confirmed the fulfillment of third condition of mediating

effect to verify that there is correlation or significance association between

mediator (Consumer involvement in buying food) and dependent variable

(intention to buying food/purchase intention) exist. Therefore, it confirmed

that the initial conditions for mediation analysis are accomplished. Thus, the

analysis further continued to verify the mediating effect of consumer

involvement through regression analysis.

4.5 Regression analysis to Measuring the Mediator Effect

The all hypothesis of this

study have been scrutinized by multiple linear regression analysis for each

variable and the values of measurements shown in given below tables. R value, R

square value, beta value under standardized coefficient, beta under

standardized coefficient and significance (p-value) are some essential

parameters to be focused. The correlation coefficient’s values represent an

association between all variables of this survey for every single path which is

statistically significant. Therefore, this has validate that the regression

analysis test for recognizing and identifying the key function/role of

mediating variable can be preceded all required necessary conditions at their

level of bivariate are met.

According to the

suggestion of Baron and Kenny (1986), the analysis of mediation fulfill in four

necessary steps. The first step is that the forecasting of DV-dependent

variable ought to be significant using the IV-independent variables. The second

step is that the MV-mediating variable ought to be significantly forecasted by

the IV-independent variable and the third step of analysis is that the DV-dependent

variable should be significantly forecasted by the MV-mediating variable. At last

and final fourth step, the dependent variable-DV ought to be forecasted

significantly by both independent variable-IV and mediator-MV collectively. In case

the four step criteria are met, then the direct effect of independent variable

absolutely be minimized or reduced from the individual effect of independent

and mediator variables. In case the analysis results of independent variable-IV

become significant, it shows that partial mediation is occurring and if when the

independent variable’s-IV values become insignificant, it predicts that there

is perfect mediation has occurred. The statistical significance of the

mediation model will be analysed by using a Sobel test (MacKinnon and Dwyer, 1993; Soper,

2011). Through ‘Sobel test’, this will

be further confirmation and validation where the effect of independent variable

reduction that reached to zero, fulfillment mediation analysis has been

confirmed.

These following

instructions presented by Baron and Kenny (1986), the analysis is proceeding to

identify if consumer involvement in buying food product act as a mediator.

Therefore, the researcher followed the procedure of four step mediation

analysis below. The mediation analysis for each variable and dimension are

presented separately to understand the mediating effect of each variable or

factors.

In the first step, the

influence/impact of five identified components (independent variables) with

dimensions is measured on purchase intention of food products-DV. In the second

step, the influence/impact of five identified components (independent

variables) with dimensions on Mediator as consumer involvement in buying food

items is calculated and the third step, the purchase intention of food item is

influenced by consumer involvement in buying food items is measured. And at the

end, the fourth step, the purchase intention of food is influenced by both five

identified variables-IVs and Mediator-MV collectively has been examined. In

case, if the independent component’s influence on the dependent component-DV is

decreased because of the inclusion of a mediator, it will verify that mediating

effect is happened and vice versa.

The value of regression

measurement for all constructs, which depict and characterize a statistically

significant link between variables. Hence, this has validate that the analysis

for recognizing the consequence of mediating variable between dependent

variable and independent variable. The regression analysis result performed are

shown in Tables 4.10-4.17 and the list of the variables that used in the

analysis are given below in table 4.9