## 4 Results
### Measurement Model (Reliability and Validity)
\begin{table}
\begin{tabular}{l l l l l l l l} \hline \hline \multicolumn{1}{c}{} & \multicolumn{1}{c}{**LB**} & \multicolumn{1}{c}{**EK**} & \multicolumn{1}{c}{**EC**} & \multicolumn{1}{c}{**SN**} & \multicolumn{1}{c}{**PBC**} & \multicolumn{1}{c}{**AT**} & \multicolumn{1}{c}{**GSI**} & \multicolumn{1}{c}{**BI**} \\ \hline Labeling (LB) & \multicolumn{1}{c}{**0.841**} & & & & & & \\ \hline Environmental Knowledge (EK) & 0.584 **\({}^{**}\)** & **0.863** & & & & & \\ \hline Environmental Concern (EC) & 0.659 **\({}^{**}\)** & 0.614 **\({}^{**}\)** & **0.863** & & & & \\ \hline Subjective Norms (SN) & 0.638 **\({}^{**}\)** & 0.620 **\({}^{**}\)** & 0.690 **\({}^{**}\)** & **0.825** & & & \\ \hline Perceived Behavioral Control (PBC) & 0.134 **\({}^{*}\)** & 0.189 **\({}^{**}\)** & 0.268 **\({}^{**}\)** & 0.226 **\({}^{**}\)** & **0.876** & & \\ \hline Attitude (AT) & 0.676 **\({}^{**}\)** & 0.675 **\({}^{**}\)** & 0.715 **\({}^{**}\)** & 0.729 **\({}^{**}\)** & 0.206 **\({}^{**}\)** & **0.821** & & \\ \hline Green Self-identity (GSI) & 0.599 **\({}^{**}\)** & 0.619 **\({}^{**}\)** & 0.720 **\({}^{**}\)** & 0.642 **\({}^{**}\)** & 0.164 **\({}^{**}\)** & 0.752 **\({}^{**}\)** & **0.838** & \\ \hline Buying Intention (BI) & 0.670 **\({}^{**}\)** & 0.692 **\({}^{**}\)** & 0.718 **\({}^{**}\)** & 0.675 **\({}^{**}\)** & 0.418 **\({}^{**}\)** & 0.743 **\({}^{**}\)** & 0.671 **\({}^{**}\)** & **0.797** \\ \hline \hline \multicolumn{1}{c}{(Note: Bold indicates the square root of AVE. **\({}^{**}\)** Correlation is significant at the 0.01 level (2-tailed). **\({}^{*}\)** Correlation is significant at the 0.05 level (2-tailed). Source: Selected output of SPSS 25.0.} \\ \hline \hline \end{tabular}
\end{table} 
Table 4: Discriminant Validity (Fornel Larker Method). \begin{table}
\begin{tabular}{l c c c c c} \hline \hline \multicolumn{1}{c}{**Constructs**} & \multicolumn{1}{c}{**Item**} & \multicolumn{1}{c}{**Item Loading**} & \multicolumn{1}{c}{**Cronbach Alpha**} & \multicolumn{1}{c}{**Composite Reliability**} & \multicolumn{1}{c}{**Average Variance**} \\ \hline \multirow{4}{*}{Eco-Labeling} & LB1 & 0.747 & & & & \\ \cline{2-5}  & LB2 & 0.777 & & & & \\ \cline{2-5}  & LB3 & 0.979 & & & & \\ \hline \multirow{4}{*}{Buying Intention} & BI1 & 0.854 & & & & \\ \cline{2-5}  & BI2 & 0.835 & 0.868 & 0.838 & 0.635 \\ \cline{2-5}  & BI3 & 0.691 & & & & \\ \hline \multirow{4}{*}{Perceived Behavioral Control} & PBC1 & 0.893 & & & & \\ \cline{2-5}  & PBC2 & 0.845 & 0.907 & 0.908 & 0.767 \\ \cline{2-5}  & PBC3 & 0.889 & & & & \\ \hline \multirow{4}{*}{Environmental Concern} & EC1 & 0.792 & & & & \\ \cline{2-5}  & EC2 & 0.905 & 0.893 & 0.897 & 0.745 \\ \cline{2-5}  & EC3 & 0.888 & & & & \\ \hline \multirow{4}{*}{Environmental Knowledge} & EC1 & 0.719 & & & & \\ \cline{2-5}  & EC2 & 0.810 & 0.796 & 0.897 & 0.745 \\ \cline{2-5}  & EC3 & 0.743 & & & & \\ \hline \multirow{4}{*}{Subjective Norms} & SN1 & 0.845 & & & & \\ \cline{2-5}  & SN2 & 0.850 & 0.864 & 0.864 & 0.680 \\ \cline{2-5}  & SN3 & 0.777 & & & & \\ \hline \multirow{4}{*}{Attitude} & AT1 & 0.786 & & & & \\ \cline{2-5}  & AT2 & 0.839 & 0.907 & 0.861 & 0.674 \\ \cline{2-5}  & AT3 & 0.836 & & & & \\ \hline \multirow{4}{*}{Green Self–Identity} & GSI1: & 0.833 & & & & \\ \cline{2-5}  & GSI2: & 0.852 & 0.831 & 0.876 & 0.702 \\ \cline{2-5}  & GSI3: & 0.828 & & & & \\ \hline \hline \end{tabular}
\end{table} 
Table 3: Reliability and convergent validity. in the MS Excel software. The outcome recorded a value lower than 0.85/0.90, implying the absence of a discriminant validity problem [103]. Since the present study satisfies the threshold value specified in Table 5, it can be affirmed that the reliability and validity suggested by these analyses are appropriate.