Table 5. Discriminant validity (HTMT).
| _EAT | EC | EK | GPQ | GPV | PAT | PD | PI | PP | SI |
|---|---|---|---|---|---|---|---|---|---|
| EAT | |||||||||
| EC | 0.350 | ||||||||
| EK | 0.397 | 0.208 | |||||||
| GPQ | 0.387 | 0.403 | 0.303 | ||||||
| GPV | 0.374 | 0.249 | 0.283 | 0.369 | |||||
| PAT | 0.447 | 0.389 | 0.341 | 0.379 | 0.398 | ||||
| PD | 0.405 | 0.288 | 0.285 | 0.291 | 0.299 | 0.395 | |||
| PI | 0.373 | 0.327 | 0.304 | 0.406 | 0.266 | 0.405 | 0.368 | ||
| PP | 0.366 | 0.249 | 0.334 | 0.322 | 0.344 | 0.352 | 0.267 | 0.346 | |
| SI | 0.393 | 0.300 | 0.346 | 0.317 | 0.303 | 0.419 | 0.351 | 0.362 | 0.298 |
Note: GPV = Green Perceived Value; GPQ = Green Perceived Quality; PP = Perceived Price; SI = Social Influence; PD = Product Design; EC = Environmental Concern; EK = Environmental Knowledge; EAT = Environmental Attitude; PAT = Product Attitude; PI = Purchase Intention.