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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