Table 4 Discriminant validity...

Table 4

Discriminant validity (Fornell–Larcker criterion)

Variable	1	2	3	4	5	6	7	8	9	10	11
1	0.898
2	0.519	0.920
3	0.469	0.889	0.933
4	0.678	0.546	0.539	0.838
5	0.468	0.350	0.326	0.607	0.816
6	0.090	0.026	0.001	0.112	0.22	0.807
7	−0.296	−0.226	−0.214	−0.344	−0.340	−0.539	0.901
8	0.703	0.490	0.462	0.561	0.411	0.164	−0.353	0.860
9	0.531	0.313	0.341	0.581	0.516	0.248	−0.496	0.468	0.880
10	0.559	0.805	0.773	0.666	0.591	0.084	−0.312	0.541	0.485	0.807
11	0.555	0.468	0.501	0.479	0.299	−0198	−0.322	0.384	0.470	0.442	0.915

Variable	1	2	3	4	5	6	7	8	9	10	11
1	0.898
2	0.519	0.920
3	0.469	0.889	0.933
4	0.678	0.546	0.539	0.838
5	0.468	0.350	0.326	0.607	0.816
6	0.090	0.026	0.001	0.112	0.22	0.807
7	−0.296	−0.226	−0.214	−0.344	−0.340	−0.539	0.901
8	0.703	0.490	0.462	0.561	0.411	0.164	−0.353	0.860
9	0.531	0.313	0.341	0.581	0.516	0.248	−0.496	0.468	0.880
10	0.559	0.805	0.773	0.666	0.591	0.084	−0.312	0.541	0.485	0.807
11	0.555	0.468	0.501	0.479	0.299	−0198	−0.322	0.384	0.470	0.442	0.915

Note(s):

1. Attitude; 2. Brand loyalty; 3. Green brand equity; 4. Purchase intention; 5. Perceived quality, 6. Perceived warranty; 7. Perceived risk; 8. Awareness of green production processes; 9. Subjective norms; 10. Intention to switch; 11. Willingness to pay

Source(s): Authors’ own work

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