Table 4. Validity and reliability...

Table 4.

Validity and reliability analysis

	CR	AVE	MSV	MaxR(H)	FSC	PV	PrV	AV	PI	VIS	HC
FSC	0.81	0.68	0.67	0.81	0.82
PV	0.77	0.54	0.37	0.80	0.15	0.73
PrV	0.94	0.69	0.18	0.95	0.04	0.43	0.83
AV	0.86	0.55	0.51	0.87	0.45	0.42	0.28	0.74
PI	0.88	0.65	0.51	0.88	0.31	0.61	0.38	0.72	0.80
VIS	0.85	0.59	0.50	0.86	0.49	0.41	0.12	0.61	0.70	0.77
HC	0.92	0.69	0.67	0.92	0.82	0.22	0.18	0.42	0.31	0.42	0.83

	CR	AVE	MSV	MaxR(H)	FSC	PV	PrV	AV	PI	VIS	HC
FSC	0.81	0.68	0.67	0.81	0.82
PV	0.77	0.54	0.37	0.80	0.15	0.73
PrV	0.94	0.69	0.18	0.95	0.04	0.43	0.83
AV	0.86	0.55	0.51	0.87	0.45	0.42	0.28	0.74
PI	0.88	0.65	0.51	0.88	0.31	0.61	0.38	0.72	0.80
VIS	0.85	0.59	0.50	0.86	0.49	0.41	0.12	0.61	0.70	0.77
HC	0.92	0.69	0.67	0.92	0.82	0.22	0.18	0.42	0.31	0.42	0.83

Notes:

Composite reliability = CR, Average variance extracted = AVE, Maximum shared variance = MSV, Average shared variance = ASV, Price Value = PV, Prestige Value = PrV, Affordances Value = AV, Food Safety Concern = FSC, Health Consciousness = HC, Visibility = VIS, Purchase Intentions = PI; values in diagonal (and italic) are the square roots of AVE

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