Hey all!

I am currently working on my thesis on the role of transparency in the fast fashion industry. Now, I have developed a conceptual model based on existing literature and I have identified the following variables:

Independent Variable: perceived supply chain transparency

Mediating Variables: Trust and corporate reputation

Dependent Variables: purchase intention and brand attitude

Moderator Variable: Awareness

I am interested in testing the moderation of Awareness on my dependent variable, Purchase Intention. However, I am struggling on how to position my moderator variable. Does it make sense to have a direct link between Transparency (IV) and Purchase intention (DV) and to test moderation in between? Or does it make more sense to test the moderation through the mediating variables, so between trust and purchase intention and corporate reputation and purchase intention?

In other words: does it make sense (academically) to test for a direct link between the Independent Variable and the Dependent Variable in order to test moderation. Or does it make more sense to test it through the mediator?

Theory on the field of awareness is not thoroughly researched, as the majority of research presumes that the respondents have awareness (so they do not test it). I have found proof however, that states that consumers are not aware of certain problems.

I am planning to conduct the analysis with PLS-SEM with SMARTPLS software.

Looking forward to your advice, I have enclosed the proposed conceptual models I am discussing above.

Thank you so much.

Model 1: https://gyazo.com/2e0fd5b71b003deced76832cacd03189
Model 2: https://gyazo.com/3eaa020f4f553fade774dc8500bec653
Model 3: https://gyazo.com/be9063d358924e130badba8f3a2ab1ec