Table 2

Principal Component Analysis – Rotated Component Matrix of extracted factors

Sections of questionnaireQuestionsEthnocentric/certifiedQuantityDriversWTPPackagingSensorialMarketing characteristics
Consumption habitsFrequency 0.818     
Price for 1 kg      0.671
Amount consumed (kg/year) 0.871     
Packaging size 0.635     
Consumption driversEnergetic  0.534    
Safe  0.811    
Convenient price  0.767    
Environmental impact  0.696    
I am used to it 0.622     
Relevant factors during purchaseAppearance (crystallised or not)     0.843 
Colour     0.807 
Knowledge of farmer0.630      
Italian origin0.704      
Organic0.631  0.357   
Local production0.756      
PDO label0.588      
Price      0.671
Type of packaging and label      0.629
PackagingLid colour    0.649  
Size and type    0.800  
Practical    0.732  
WTPFor 1 kg of organic honey   0.883   
For 1 kg of PDO honey   0.871   
 Eigen value2.422.422.221.871.8241.581.48
 Percent variance10.5310.509.668.127.936.876.42
 Cumulative variance10.5321.0330.6938.8246.7553.6260.04
 Cronbach alpha0.710.670.710.70.610.650.5

Note(s): Extraction method: principal component analysis; Rotation method: Varimax with Kaiser normalisation. The table does not report factor loadings that are <0.35

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