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

BMC Public Health

Table 4 Discriminant Validity Heterotrait-Monotrait Ratio (HTMT)

Constructs	1	2	3	4	5	6
1. Brand image identification
2 Brand credibility identification	0.827
3 Consumer innovativeness	0.329	0.482
4 Environmental concern	0.328	0.382	0.292
5 Health consciousness	0.371	0.425	0.443	0.611
6 Healthy foods’ purchase intention	0.296	0.415	0.765	0.412	0.447
7 Healthy lifestyle	0.343	0.382	0.315	0.503	0.698	0.258

ISSN: 1471-2458