Table 3. Discriminant validity, HTMT and... | Emerald Publishing

Table 3.

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	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

Notes:

The bold values are HTMT ratios; italicized values within parathesis are VIF estimates; the rest are discriminant validity estimates