TABLE 4.

Discriminant validity: AVE and Pearson correlation coefficient.

	BA	PBC	SN	RP	PE	WTP
Behavioral Attitude (BA)	0.787
Perceived Behavioral Control (PBC)	0.190	0.840
Subjective Norms (SN)	0.175	0.173	0.880
Risk Perception (RP)	0.284	0.126	0.063	0.903
Past Experience (PE)	0.188	0.090	0.141	0.308	0.820
Willingness to Pay (WTP)	0.440	0.339	0.289	0.244	0.261	0.791

The bold values mean that the average values are greater than relevant coefficient values, and there is sufficient discriminant validity among all dimensions.