Validation of the measurement model
An item purification procedure was conducted before testing
the main conceptual model by using corrected-item to total
correlations. As a result of this procedure, eight items related
to the four value dimensions were retained in the model (two
items were retained for each dimension). No items related to
attitude, subjective norm or WtB were removed from the
model as a result of the purification procedure. The final
items for each construct are summarized in the Appendix
A. On the basis of these items, the measurement model yields
a chi-square of 141.11 (d.f. = 69, p