Table 4.

Confirmatory factor analysis results.

Construct	Items	Loadings	Cronbach’s Alpha	Composite Reliability	AVE
Campaign exposure (CE)	CE1	0.876	0.87	0.87	0.69
	CE2	0.837
	CE3	0.778
Traditional diet culture (TDC)	MC1	0.855	0.94	0.94	0.85
	MC2	0.971
	MC3	0.914
Campaign-related knowledge (CK)	CK1	0.700	0.80	0.81	0.60
	CK2	0.775
	CK3	0.833
Risk perception (RP)	RP1	0.822	0.85	0.85	0.65
	RP2	0.809
	RP3	0.794
Interpersonal communication (IC)	IC1	0.771	0.83	0.84	0.63
	IC2	0.807
	IC3	0.804