TABLE 3.
Reliability and validity.
| Variables | No. Items | Mean | SD | CA | DG rho | CR | AVE | VIF |
| CA | 5 | 3.447 | 0.844 | 0.880 | 0.887 | 0.912 | 0.676 | 1.801 |
| CT | 5 | 2.746 | 0.841 | 0.889 | 0.891 | 0.919 | 0.693 | 1.272 |
| CF | 5 | 3.320 | 0.926 | 0.944 | 0.945 | 0.957 | 0.818 | 1.823 |
| AGC | 5 | 3.483 | 0.897 | 0.919 | 0.920 | 0.939 | 0.756 | 1.392 |
| BA | 5 | 2.870 | 0.996 | 0.937 | 0.942 | 0.952 | 0.799 | 1.796 |
| BS | 5 | 3.127 | 0.929 | 0.956 | 0.958 | 0.966 | 0.852 | 2.878 |
| BL | 5 | 3.271 | 0.967 | 0.947 | 0.949 | 0.959 | 0.826 | 1.601 |
| PQ | 5 | 2.940 | 0.962 | 0.951 | 0.952 | 0.962 | 0.835 | 1.877 |
| BC | 5 | 2.993 | 0.981 | 0.954 | 0.955 | 0.965 | 0.845 | 2.248 |
| BEQ | 5 | 3.290 | 0.923 | 0.941 | 0.942 | 0.955 | 0.811 | 1.392 |
| IGC | 7 | 3.512 | 0.992 | 0.971 | 0.972 | 0.976 | 0.853 | - |
CA: Celebrity Attractiveness, CT: Celebrity Trustworthiness, CF: Celebrity Cause Fit, AGC: Attitude Toward Green Cosmetics, BA: Brand Awareness, BS: Brand Associations, BL: Brand Loyalty, PQ: Perceived Quality, BC: Brand Credibility, BEQ: Brand Equity, IGC: Intention to Purchase Green Cosmetics, SD: Standard Deviation, CAA: Cronbach’s Alpha, DG rho: Dillon-Goldstein’s rho, CR: Composite Reliability, AVE: Average Variance Extracted, VIF: Variance Inflation Factors. Author’s data analysis.