I have surveyed to evaluate the perception and attitude of consumers towards ultra-processed foods (Sample size-621). I am doing confirmatory factor analysis and Structural Equation Modelling. I have four constructs (Risk perception-3 items, Benefit Perception-3 items, Attitude-a4 items, Behavioural Intention-was 4, 1 deleted now 3) and 24 items. My measurement model fit was good—factor loading from a minimum of 0.44 to a maximum of 0.70. The problem is CR (0.70 for two constructs, 0.59 for the other 2), AVE (ranges from 0.29 to 0.45. HTMT has no issue. I think I can justify it, but I also need advice.
The main problem is I am getting risk perception is positively and significantly correlated with attitude, which is opposite to the theory and other research findings. My hypothesis was that the greater the perceived risk, the more negative attitudes towards ultra-processed foods. In this situation, what should I do?
It is possible to get a positive and significant correlation between risk perception and attitude. However, it is important to note that this correlation may depend on the specific context and variables being studied.
In your case, it is concerning that your findings are opposite to the theory and other research findings. It is possible that there may be some issue with your data or analysis that is causing this discrepancy. Before making any conclusions or decisions, it is important to thoroughly review your data and analysis to ensure that there are no errors or confounding variables that could be affecting your results.
If you are confident that your data and analysis are accurate, you may need to reconsider your hypothesis or the theoretical framework you are using to understand the relationship between risk perception and attitude. It is possible that there may be other factors or variables that are influencing this relationship in your specific context.
In any case, it is important to be transparent about your findings and any potential limitations or issues with your study. You may also want to consider conducting further research to better understand the relationship between risk perception and attitude in the context of ultra-processed foods.
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