Table 2 Experimental measurement items... | Emerald Publishing

Table 2

Experimental measurement items

Variable	Factor loading
Groundedness (1 = completely disagree; 7 = completely agree; Cronbach’s α = 0.835(e1)/0.870(e2), AVE = 0.736(e1)/0.792(e2))
1. The packaging design of [foods types] gives me a down-to-earth feeling	0.901(e1)/0.912(e2)
2. The packaging design of [foods types] makes me feel my feet are on the ground	0.876(e1)/0.896(e2)
3. To what extent do you think this picture represents your current mood?	0.793(e1)/0.860(e2)
Perceived efforts (1 = completely disagree; 7 = completely agree; Cronbach’s α = 0.852(e1)/0.865(e2), AVE = 0.766(e1)/0.787(e2))
1. A lot of heart and efforts went into the packaging design of [foods types]	0.870(e1)/0.894(e2)
2. I appreciate the packaging design of [foods types] because it shows the producer put in enormous effort	0.876(e1)/0.877(e2)
3. Knowing that the packaging design of [foods types] took a lot of time and energy to complete makes me cherish it more	0.880(e1)/0.890(e2)
Intentions to reduce food waste (1 = completely disagree; 7 = completely agree; Cronbach’s α = 0.808(e1)/0.900(e2), AVE = 0.719(e1)/0.833(e2))
1. I will try not to waste [foods types]	0.854(e1)/0.917(e2)
2. I will try to reduce the waste of [foods types]	0.836(e1)/0.913(e2)
3. If I buy [foods types], I will try to finish it	0.854(e1)/0.908(e2)
The manipulation check for retro packaging design (1 = completely disagree; 7 = completely agree; Cronbach’s α = 0.904(e1)/933(e2), AVE = 0.831(e1)/0.882(e2))
1. To what extent do you think this milk packaging design shows a retro look	0.926(e1)/0.956(e2)
2. To what extent do you think this milk packaging design shows a historical look	0.876(e1)/0.922(e2)
3. To what extent do you think this milk packaging adopted a retro design	0.933(e1)/0.938(e2)
The manipulation check for Perceived Subjective Social Status
1. Where would you place yourself on this ladder relative to the people at the very top/bottom?

Variable	Factor loading
Groundedness(1 = completely disagree; 7 = completely agree; Cronbach’s α = 0.835(e1)/0.870(e2), AVE = 0.736(e1)/0.792(e2))
1. The packaging design of [foods types] gives me a down-to-earth feeling	0.901(e1)/0.912(e2)
2. The packaging design of [foods types] makes me feel my feet are on the ground	0.876(e1)/0.896(e2)
3. To what extent do you think this picture represents your current mood?	0.793(e1)/0.860(e2)
Perceived efforts(1 = completely disagree; 7 = completely agree; Cronbach’s α = 0.852(e1)/0.865(e2), AVE = 0.766(e1)/0.787(e2))
1. A lot of heart and efforts went into the packaging design of [foods types]	0.870(e1)/0.894(e2)
2. I appreciate the packaging design of [foods types] because it shows the producer put in enormous effort	0.876(e1)/0.877(e2)
3. Knowing that the packaging design of [foods types] took a lot of time and energy to complete makes me cherish it more	0.880(e1)/0.890(e2)
Intentions to reduce food waste(1 = completely disagree; 7 = completely agree; Cronbach’s α = 0.808(e1)/0.900(e2), AVE = 0.719(e1)/0.833(e2))
1. I will try not to waste [foods types]	0.854(e1)/0.917(e2)
2. I will try to reduce the waste of [foods types]	0.836(e1)/0.913(e2)
3. If I buy [foods types], I will try to finish it	0.854(e1)/0.908(e2)
The manipulation check for retro packaging design(1 = completely disagree; 7 = completely agree; Cronbach’s α = 0.904(e1)/933(e2), AVE = 0.831(e1)/0.882(e2))
1. To what extent do you think this milk packaging design shows a retro look	0.926(e1)/0.956(e2)
2. To what extent do you think this milk packaging design shows a historical look	0.876(e1)/0.922(e2)
3. To what extent do you think this milk packaging adopted a retro design	0.933(e1)/0.938(e2)
The manipulation check for Perceived Subjective Social Status
1. Where would you place yourself on this ladder relative to the people at the very top/bottom?

Note(s): As some variables in this study were measured across two different experiments, “e1” denotes data from experiment 1, and “e2” denotes data from experiment 2

Source(s): Authors’ own work