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Table 2. Discriminant Validity Willingness to Environmental Awareness of Eco-Tourism Altruistic Values Pay for Eco- Value Consequences Beliefs Tourism Fornell-Larcker Criterion EV AC AV EB
Table 2. Discriminant Validity Willingness to Environmental Awareness of Eco-Tourism Altruistic Values Pay for Eco- Value Consequences Beliefs Tourism Fornell-Larcker Criterion EV AC AV EB WPE Heterotrait-Monotrait Ratio (HTMT) EV AC AV EP WPE Note: EV: Environmental Value; AC: Awareness of Consequences, AV: Altruistic Values, EB: Eco-Tourism Beliefs, WPE: Willingness to Pay for Eco-Tourism
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