Contrariwise obesity through organic food consumption in Malaysia: a signaling theory perspective

BMC Public Health

Table 3 Factor Loadings, Composite Reliability, and Average Variance Extracted

Constructs	Items	Loadings	CR	AVE
Brand credibility identification	BC1	0.842	0.947	0.782
	BC2	0.913
	BC3	0.914
	BC4	0.885
	BC5	0.864
Brand image identification	BI1	0.882	0.950	0.792
	BI2	0.883
	BI3	0.882
	BI4	0.886
	BI5	0.916
Consumer innovativeness	CI1	0.836	0.926	0.677
	CI2	0.783
	CI3	0.856
	CI4	0.806
	CI5	0.814
	CI6	0.840
Environmental concern	EC1	0.733	0.888	0.573
	EC2	0.862
	EC3	0.844
	EC4	0.787
	EC5	0.678
	EC6	0.606
Health consciousness	HC1	0.703	0.897	0.521
	HC2	0.704
	HC3	0.714
	HC4	0.688
	HC5	0.761
	HC6	0.740
	HC7	0.674
	HC8	0.784
Healthy foods’ purchase intention	HFPI1	0.843	0.919	0.656
	HFPI2	0.817
	HFPI3	0.855
	HFPI4	0.775
	HFPI5	0.765
	HFPI6	0.799
Healthy lifestyle	HL1	0.689	0.840	0.513
	HL2	0.713
	HL3	0.713
	HL4	0.682
	HL6	0.779

ISSN: 1471-2458