Items

Reliability (α)

Factor Loadings

CR

AVE

Independence

0.78

0.64

0.37

I value being in good health above everything.

0.59

Being able to take care of myself is a primary concern for me.

0.52

My personal identity, independent of others, is very important to me.

0.71

Interdependence

0.82

0.76

0.53

I often have the feeling that my relationships with others are more important than my own accomplishments.

00.49

It is important to me to respect decisions made by the group.

00.80

It is important for me to maintain harmony with my group.

00.68

Moral Identity Internalization

0.72

0.76

0.53

It would make me feel good to be a person who has these characteristics.

0.83

Being someone who has these characteristics is an important part of who I am.

0.83

Having these characteristics is not really important to me.

0.50

Moral Identity Symbolization

0.79

0.74

0.50

The types of things I do in my spare time (e.g., hobbies) clearly identify me as having these characteristics.

0.86

The kinds of books and magazines that I read identify me as having these characteristics.

0.72

The fact that I have these characteristics is communicated to others by my membership in certain organizations.

0.50

Empathy

0.82

0.87

0.56

When I see someone being take advantage of, I feel kind of protective toward them.

0.70

When I see someone being treated unfairly, I sometimes feel pity for them.

0.84

I often have tender, concerned feelings for people less fortunate than me.

0.77

Sometimes I feel sorry for other people when they are having problems.

0.75

I am often quite touched by things that I see happen.

0.68

Purchase Intention

0.93

0.89

0.74

I would be likely to purchase this product.

0.86

I would likely make this product one of my first choices in this product category.

0.92

I would exert a great deal of effort to purchase this product.

0.78