Identifying the key purchase factors for organic food among Chinese consumers

Frontiers of Business Research in China

Table 5 Convergent validity analysis results

Construct	Item	Standardized factor loading	CR	AVE
SN	SN1	0.757	0.923	0.752
	SN2	0.880
	SN3	0.855
	SN4	0.965
RI	RI1	0.836	0.870	0.627
	RI2	0.753
	RI3	0.685
	RI4	0.880
KNWGE	KNWGE1	0.734	0.824	0.539
	KNWGE2	0.726
	KNWGE3	0.757
	KNWGE4	0.720
PA	PA1	0.711	0.923	0.709
	PA2	0.959
	PA3	0.884
	PA4	0.789
	PA5	0.845
PBC	PBC1	0.783	0.896	0.590
	PBC2	0.737
	PBC3	0.694
	PBC4	0.734
	PBC5	0.788
	PBC6	0.862
FTC	FTC1	0.817	0.901	0.646
	FTC2	0.799
	FTC3	0.807
	FTC4	0.847
	FTC5	0.744
PI	PI1	0.738	0.858	0.601
	PI2	0.793
	PI3	0.756
	PI4	0.812
PD	PD1	0.904	0.917	0.736
	PD2	0.850
	PD3	0.763
	PD4	0.906

Notes. n = 310
SN= subjective norms, RI = revealed information, KNWGE = knowledge, PBC = perceived behavioral control, PA = purchase attitude, FTC = food therapy culture, PI = purchase intention, PD = purchase decision