Table III. Initial structure and metrics... | Emerald Publishing

Table III.

Initial structure and metrics for factors in general sample

Items	Statements	Keywords	Factor loading
Factor 1: Desirability (CR = 0.86 and AVE = 0.56)
IT1	Organic products are healthier	Health	0.79
IT2	Organic products have superior quality	Quality	0.84
IT4	Organic products are more tasty	Tasty	0.77
IT7	Organic products are more attractive	Attractive	0.74
IT8	Organic products have not harmful effects	Innocuous	0.56
Factor 2: Hoax (CR = 0.80 y AVE = 0.67)
IT3(R)	Organic products are a fraud	Fraud	1.00
IT5(R)	Organic products are worse than the conventional ones	Worse	0.59
Factor 3: Trend (CR = 0.63 y AVE = 0.53)
IT6	Organic products are more expensive	Expensive	0.26
IT9	Organic products are in fashion	Fashion	1.00

Items	Statements	Keywords	Factor loading
Factor 1: Desirability (CR = 0.86 and AVE = 0.56)
IT1	Organic products are healthier	Health	0.79
IT2	Organic products have superior quality	Quality	0.84
IT4	Organic products are more tasty	Tasty	0.77
IT7	Organic products are more attractive	Attractive	0.74
IT8	Organic products have not harmful effects	Innocuous	0.56
Factor 2: Hoax (CR = 0.80 y AVE = 0.67)
IT3(R)	Organic products are a fraud	Fraud	1.00
IT5(R)	Organic products are worse than the conventional ones	Worse	0.59
Factor 3: Trend (CR = 0.63 y AVE = 0.53)
IT6	Organic products are more expensive	Expensive	0.26
IT9	Organic products are in fashion	Fashion	1.00

Notes:

(R) = reversed item; CR = composite reliability; AVE = average variance extracted