Sicilian Wine’s Effect on Consumers’ Identity-Behavioral Intentions: The Mediation Effect of Subjective Norms and Social Activity

Figures & data

Table 1 Descriptive and Correlations Between the Variables

	M	SD	1	2	3	4	5	6	7	8
1. Social Activity	3.68	1.51	1
2. Healthy Life	3.75	1.40	0.81**	1
3. Interest in Gastronomy	4.37	1.81	0.88**	0.85**	1
4. Subjective Norms	3.33	0.633	0.19**	0.11*	0.17**	1
5. Desire	3.48	0.608	0.26**	0.15**	0.28**	0.53**	1
6. Perceived Behavioural Control	3.41	0.654	0.22**	0.16**	0.23**	0.31**	0.46**	1
7. Behavioral Intentions	3.40	0.678	0.28**	0.10	0.20**	0.46**	0.58**	0.43**	1
8. Social Identity	4.02	1.65	0.27**	0.15**	0.24**	0.22**	0.32**	0.15**	0.33**	1

Notes: M and SD are used to represent mean and standard deviation, respectively

* Indicates p < 0.05

** Indicates p < 0.01.

Table 2 Regression Results

	Behavioral Intentions
	Estimate	S.E.	C.R.	p
Subjective Norms	0.312	0.053	6.291	***
Perceived Behavioral Control	0.278	0.051	5.646	***
Social Identity	0.187	0.020	3.821	***
Social Activity	0.121	0.043	2.314	0.021
R2				0.370

Notes: S.E. is used to represent standard error while C.R. refers to critical ratio

*** p < 0.001.

Figure 1 Path Diagram of the partial least square’s regression predicting behavioral intentions with subjective norms, perceived behavioral control, social identity and social activity. IC is used to represent Intensity Consumption for all items which loaded in the factor while “e” represents the error.

Figure 2 Hypothesized model predicting behavioral intentions with social identity mediated by subjective norms and social activity.

Table 3 Effects of Social Identity on Behavioral Intentions Through Subjective Norms and Social Activity (Standardized β)

Paths	Indirect Effect		Direct Effect		Total Effect
	β	C.I. 95%	β	C.I. 95%	β	C.I. 95%
Social Identity - Subjective Norms - Behavioral Intentions	0.04	0.01 – 0.05	0.08	0.04 – 0.12	0.12	0.02 – 0.08
Social Identity - Social Activity - Behavioral Intentions	0.02	0.005 – 0.03	0.08	0.04 – 0.12	0.10	0.02 – 0.08

Notes: C.I. is used to represent confidence interval.