Discriminant validity, HTMT and VIF
| Variable | BRC | EPP | GC | GBEQ | GW |
|---|---|---|---|---|---|
| Brand credibility (BRC) | 0.86 | 0.37 | 0.08 | 0.34 (1.17) | 0.40 |
| Excessive Product Packaging (EPP) | −0.35 | 0.87 | 0.17 (1.00) | 0.48 | 0.95 (1.00) |
| Green Confusion (GC) | −0.05 | 0.18 | 0.81 | 0.07 (1.07) | 0.18 |
| Green brand equity (GBEQ) | 0.31 | −0.42 | −0.05 | 0.84 | 0.49 |
| Greenwashing (GW) | −0.37 | 0.85 | 0.17 | −0.44 (1.37) | 0.83 |
| Variable | BRC | EPP | GC | GBEQ | GW |
|---|---|---|---|---|---|
| Brand credibility (BRC) | 0.86 | ||||
| Excessive Product Packaging (EPP) | −0.35 | 0.87 | |||
| Green Confusion (GC) | −0.05 | 0.18 | 0.81 | ||
| Green brand equity (GBEQ) | 0.31 | −0.42 | −0.05 | 0.84 | |
| Greenwashing (GW) | −0.37 | 0.85 | 0.17 | −0.44 | 0.83 |
Notes:
The bold values are HTMT ratios; italicized values within parathesis are VIF estimates; the rest are discriminant validity estimates
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