Table 3.
Descriptive statistics and discriminant validity.
| Constructs | Mean | SD | ENV | SAF | HEA | KNO | ATT | GMA | BAR |
|---|---|---|---|---|---|---|---|---|---|
| Environmental concern—ENV | 4.665 | 1.226 | 0.766 | ||||||
| Food safety concern—SAF | 4.859 | 1.090 | 0.321 | 0.762 | |||||
| Health consciousness—HEA | 4.856 | 1.198 | 0.295 | 0.212 | 0.751 | ||||
| Organic food knowledge—KNO | 3.870 | 1.084 | 0.295 | 0.256 | 0.290 | 0.732 | |||
| Attitude—ATT | 4.644 | 1.207 | 0.420 | 0.368 | 0.354 | 0.274 | 0.740 | ||
| Green marketing practices—GMA | 4.586 | 1.147 | 0.342 | 0.278 | 0.224 | 0.334 | 0.448 | 0.760 | |
| Price barriers—BAR | 3.239 | 1.069 | −0.408 | −0.418 | −0.235 | −0.419 | −0.491 | −0.393 | 0.734 |
Note: Diagonal value indicates the square root of AVE of construct; SD: standard deviation.