Skip to main content

Table 3 Factor Loadings, Composite Reliability, and Average Variance Extracted

From: Contrariwise obesity through organic food consumption in Malaysia: a signaling theory perspective

Constructs Items Loadings CR AVE
Brand credibility identification BC1 0.842 0.947 0.782
  BC2 0.913   
  BC3 0.914   
  BC4 0.885   
  BC5 0.864   
Brand image identification BI1 0.882 0.950 0.792
  BI2 0.883   
  BI3 0.882   
  BI4 0.886   
  BI5 0.916   
Consumer innovativeness CI1 0.836 0.926 0.677
  CI2 0.783   
  CI3 0.856   
  CI4 0.806   
  CI5 0.814   
  CI6 0.840   
Environmental concern EC1 0.733 0.888 0.573
  EC2 0.862   
  EC3 0.844   
  EC4 0.787   
  EC5 0.678   
  EC6 0.606   
Health consciousness HC1 0.703 0.897 0.521
  HC2 0.704   
  HC3 0.714   
  HC4 0.688   
  HC5 0.761   
  HC6 0.740   
  HC7 0.674   
  HC8 0.784   
Healthy foods’ purchase intention HFPI1 0.843 0.919 0.656
  HFPI2 0.817   
  HFPI3 0.855   
  HFPI4 0.775   
  HFPI5 0.765   
  HFPI6 0.799   
Healthy lifestyle HL1 0.689 0.840 0.513
  HL2 0.713   
  HL3 0.713   
  HL4 0.682   
  HL6 0.779   
  1. Note: AVE = Average variance extracted CR = Composite reliability