In order to evaluate the measurement model, the research uses Cronbach's alpha (CA),

Composite reliability (CR), Total variance extracted (AVE), whereas the CR must be greater
than 0.7; AVE must be greater than 0.5 (Fornell and Larcker, 1981) is acceptable.
Therefore, the scales of the research variables all meet the standards and reliability in value.

CA CR AVE
Brand Design 0.753 0.839 0.566
Brand Perception 0.951 0.961 0.804
Brand Preference 0.864 0.902 0.649
Consumer Behavior 0.783 0.860 0.606
Consumer Perceived Value 0.957 0.962 0.681
Corporate Social Responsibility 0.878 0.908 0.623
Environmental Responsibility 0.817 0.891 0.733
Globalness 0.873 0.922 0.798
Health Value 0.811 0.888 0.726
Hedonic Value 0.760 0.862 0.676
Localness 0.898 0.936 0.830
Safety Value 0.827 0.897 0.744
Social Responsibility 0.813 0.889 0.728
Social Value 0.861 0.915 0.782

Table xx. The accuracy of the scale

In ordet to check the Convergent Validity of the research variables in the model, the authors
further analyze the factor loading of all variables observed on its latent variable (Fornell and
Larcker, 1981).
Shown in the table xx. All factor loading coefficients of the observed variables on the hidden
variable/component of itself are both larger than the load factor of that observation on the hidden
variable/other component.

Consumer Corporate
Brand Brand Brand Consumer
Perceived Social
Design Perception Preference Behavior
Value Responsibility

Brand Design
Brand
Perception
0.141
Brand
0.273 0.583
Preference
Consumer
Behavior
0.363 0.412 0.805
Consumer
0.324 0.478 0.799 0.648
Perceived Value
 Corporate
Social 0.338 0.252 0.381 0.303 0.475
Responsibility

Table XX. HTMT standard for discriminant assessment.

In order to evaluate the discriminant value of the research variables in the model, the AVE as
suggested by Fornell and Larcker (1981) was also used. Results of table xx shows that all AVE
values are greater than 0.5; at the same time the square root value of AVE of each research
variable is larger than the correlation coefficient of that variable with other variables
remaining variables in the model (Shown in table xx).
Therefore, the discriminant value for all hidden components/variables in this study has been
asssured.

Corporate
Consumer
Brand Brand Brand Consumer Social
Perceived
Design Perception Preference Behavior Responsibili
Value
ty
Brand Design 0.752
Brand Perception 0.126 0.897
Brand Preference 0.234 0.528 0.805
Consumer
Behavior
0.290 0.361 0.672 0.778
Consumer
0.297 0.456 0.729 0.569 0.825
Perceived Value
Corporate Social
Responsibility
0.274 0.229 0.331 0.258 0.431 0.789

Table xx. Correlation matrix between components/hidden variables.

In summary, the above analyzes prove that the measurement model achieves convergent validity
and the concepts in the research all gain discriminant value.