Table 4.

Fornell–Larcker and Heterotrait-Monotrait (HTMT) criterion

ConstructAPBLBTGCVNCRP
AP0.9340.5350.5530.6190.3630.682
BL0.4970.8850.5000.6890.6720.649
BT0.5150.4660.9120.4800.5790.501
GCV0.5620.6240.4390.8650.5490.653
NC0.3340.5890.5000.4930.8410.582
RP0.6100.5810.4480.750.4950.886
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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