Evaluation of reliability and validity
| Measurement items | Factor loadings |
|---|---|
| Natural content (NC) Adapted from Steptoe et al. (1995) α = 0.802; rho_a = 0.863; CR = 0.879; AVE = 0.708 | |
| The products of this brand contain no additives | 0.799 |
| The products of this brand contain natural ingredients | 0.879 |
| The product of this brand contains no artificial ingredients | 0.844 |
| Regional product (RP) Adapted from Tanner and Wölfing Kast (2003) α = 0.862; rho_a = 0.863; CR = 0.916; AVE = 0.784 | |
| It is important for me to support local suppliers when making purchases | 0.866 |
| Consumers should show solidarity with domestic suppliers | 0.905 |
| It is good to support the domestic market by buying regional products | 0.885 |
| Green consumption values (GCVs) Adapted from Bailey et al. (2016) α = 0.888; rho_a = 0.894; CR = 0.922; AVE = 0.748 | |
| It is important for me that the products I use do not harm the environment | 0.856 |
| I consider the potential impact of my actions when making my decisions | 0.869 |
| My purchase habits are affected by my concern for our environment | 0.838 |
| I would describe myself as an environmentally responsible person | 0.897 |
| Brand trust (BT) Adapted from Chaudhuri and Holbrook (2001) and Ebrahim (2020) α = 0.933; rho_a = 0.936; CR = 0.952; AVE = 0.831 | |
| Indian companies are honest | 0.901 |
| Indian companies work for my happiness | 0.917 |
| Indian companies work hard to satisfy me | 0.917 |
| Indian companies promises are real | 0.911 |
| Brand love (BL) Adapted from Carroll and Ahuvia (2006) α = 0.908; rho_a = 0.914; CR = 0.935; AVE = 0.784 | |
| The products of this brand are totally awesome | 0.882 |
| I love the products of this brand | 0.902 |
| I am passionate about the products of this brand | 0.903 |
| I am very attached to the products of this brand | 0.854 |
| Anticipated pride (AP) Adapted from Haj-Salem et al. (2022) α = 0.927; rho_a = 0.954; CR = 0.927; AVE = 0.873 | |
| If I picture myself buying products manufactured in India, then I feel glad | 0.917 |
| If I picture myself buying products manufactured in India, then I feel proud | 0.948 |
| If I will purchase products manufactured in India, then I will feel happy | 0.938 |
| Measurement items | Factor loadings |
|---|---|
| The products of this brand contain no additives | 0.799 |
| The products of this brand contain natural ingredients | 0.879 |
| The product of this brand contains no artificial ingredients | 0.844 |
| It is important for me to support local suppliers when making purchases | 0.866 |
| Consumers should show solidarity with domestic suppliers | 0.905 |
| It is good to support the domestic market by buying regional products | 0.885 |
| It is important for me that the products I use do not harm the environment | 0.856 |
| I consider the potential impact of my actions when making my decisions | 0.869 |
| My purchase habits are affected by my concern for our environment | 0.838 |
| I would describe myself as an environmentally responsible person | 0.897 |
| Indian companies are honest | 0.901 |
| Indian companies work for my happiness | 0.917 |
| Indian companies work hard to satisfy me | 0.917 |
| Indian companies promises are real | 0.911 |
| The products of this brand are totally awesome | 0.882 |
| I love the products of this brand | 0.902 |
| I am passionate about the products of this brand | 0.903 |
| I am very attached to the products of this brand | 0.854 |
| If I picture myself buying products manufactured in India, then I feel glad | 0.917 |
| If I picture myself buying products manufactured in India, then I feel proud | 0.948 |
| If I will purchase products manufactured in India, then I will feel happy | 0.938 |
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