Table 3.
Results of validity and reliability test.
| Constructs | Items | Loadings | CA | CR | AVE |
|---|---|---|---|---|---|
| Green behavioral control | GBC1 GBC2 GBC3 GBC4 GBC5 |
0.793 0.754 0.578 0.762 0.817 |
0.903 | 0.925 | 0.674 |
| Green environmental awareness | GEA1 GEA2 GEA3 GEA4 GEA5 |
0.825 0.799 0.813 0.837 0.857 |
0.798 | 0.861 | 0.556 |
| Green environmental knowledge | EK1 EK2 EK3 EK4 EK5 EK6 |
0.777 0.820 0.871 0.830 0.832 0.791 |
0.884 | 0.915 | 0.683 |
| Green perceived quality | GPQ1 GPQ2 GPQ3 |
0.909 0.862 0.902 |
0.870 | 0.920 | 0.794 |
| Green price sensitivity | GPS1 GPS2 GPS4 GPS5 |
0.830 0.883 0.844 0.784 |
0.858 | 0.903 | 0.699 |
| Green product trust | GPT1 GPT2 GPT3 GPT4 GPT5 |
0.856 0.887 0.886 0.810 0.864 |
0.913 | 0.935 | 0.742 |
| Green product value | GPV1 GPV2 GPV3 GPV4 |
0.882 0.908 0.851 0.692 |
0.856 | 0.903 | 0.701 |
| Millennials' green behavior | MGB1 MGB2 MGB3 MGB4 MGB5 |
0.651 0.797 0.871 0.823 0.790 |
0.847 | 0.891 | 0.624 |