Table 3.
Scale discriminant validity.
| Fornell–Larcker Criterion | Discerning Apple Buyer | Importance of Apple Commercial Attributes | Importance of Apple Physical Attributes | Attitudes towards US Apple Growers | Subjective Apple Knowledge |
|---|---|---|---|---|---|
| Discerning Apple Buyer | 0.710 | ||||
| Importance of Apple Commercial Attributes | 0.638 | 0.726 | |||
| Importance of Apple Physical Attributes | 0.571 | 0.719 | 0.737 | ||
| Attitudes towards US Apple Growers | 0.503 | 0.476 | 0.501 | 0.743 | |
| Subjective Apple Knowledge | 0.484 | 0.426 | 0.360 | 0.548 | 0.839 |
| Heterotrait–Monotrait Ratio | |||||
| Discerning Apple Buyer | |||||
| Importance of Apple Commercial Attributes | 0.831 | ||||
| Importance of Apple Physical Attributes | 0.713 | 1 | |||
| Attitudes towards US Apple Growers | 0.588 | 0.614 | 0.618 | ||
| Subjective Apple Knowledge | 0.566 | 0.546 | 0.417 | 0.635 |