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Table 4 Discriminant Validity Heterotrait-Monotrait Ratio (HTMT)

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

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