Table 4.

Discriminant validity (FORNELL).

	CI	EMI	EVI	GPV	PD	PI
Cognitive Identity (CI)	0.861
Emotional Identity (EMI)	0.340	0.866
Evaluative Identity (EVI)	0.437	0.418	0.871
Green Perceived Value (GPV)	0.475	0.494	0.508	0.867
Psychological Distance (PD)	0.520	0.521	0.558	0.639	0.859
Purchase Intention (PI)	0.518	0.510	0.562	0.629	0.620	0.844