Table 4. Fornell–Larcker and...

Table 4.

Fornell–Larcker and Heterotrait-Monotrait (HTMT) criterion

Construct	AP	BL	BT	GCV	NC	RP
AP	0.934	0.535	0.553	0.619	0.363	0.682
BL	0.497	0.885	0.500	0.689	0.672	0.649
BT	0.515	0.466	0.912	0.480	0.579	0.501
GCV	0.562	0.624	0.439	0.865	0.549	0.653
NC	0.334	0.589	0.500	0.493	0.841	0.582
RP	0.610	0.581	0.448	0.75	0.495	0.886

Construct	AP	BL	BT	GCV	NC	RP
AP	0.934	0.535	0.553	0.619	0.363	0.682
BL	0.497	0.885	0.500	0.689	0.672	0.649
BT	0.515	0.466	0.912	0.480	0.579	0.501
GCV	0.562	0.624	0.439	0.865	0.549	0.653
NC	0.334	0.589	0.500	0.493	0.841	0.582
RP	0.610	0.581	0.448	0.75	0.495	0.886

Note(s):

The square roots of the AVEs appear on the diagonal in italics. The relationships between the construct values are shown below the diagonal elements. The correlation values for the heterotrait-monotrait ratio are presented above the diagonal elements. AP = Anticipated pride; BL = Brand love; BT = Brand trust; GCV = Green consumption values; NC = Natural content; RP = Regional product

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