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Discriminant validity assessment (n = 462).
| Hetrotrait-Monotrait Ratio (HTMT) | ||||||
|---|---|---|---|---|---|---|
| Attitude | ||||||
| Consumption behavioral intention | 0.839 | |||||
| Food safety | 0.779 | 0.795 | ||||
| Health consciousness | 0.773 | 805 | 0.743 | |||
| Perceived behavioral control | 0.498 | 0.428 | 0.539 | 0.519 | ||
| Subjective norm | 0.82 | 0.772 | 0.745 | 0.731 | 0.456 |
Source: Estimated results based on Henseler et al. (2015) heterotrait-monotrait (HTMT) criterion.
