Table 2 Exploratory and confirmatory...

Table 2

Exploratory and confirmatory factor analysis of fruit-related lifestyle

Factors and attributes	Average points	Std. deviation	Factor loading	Eigen value	Cronbach's alpha
Factor 1. Fruits information, labels and brands				13.870	0.594
Product (fruit) information is of high importance to me¹	4.31	0.804	0.590
Country where fruit is produced²	3.47	1.134	0.872
Region within Kosovo where fruit is produced²	3.18	1.115	0.885
The name of the grower²	3.54	1.043	0.482
Knowing the seller³	2.21	0.876	0.760
Brand reputation³	2.70	0.950	0.670
Factor 2. The reason for choosing a fruit shop				4.305	0.551
I choose where to buy fruits based on distance¹	3.27	0.958	0.653
Price is important¹	3.59	0.956	0.486
Hygiene is important¹	4.62	0.511	0.706
Freshness of fruits is important¹	4.61	0.565	0.761
Varieties of fruits is important¹	4.06	0.828	0.650
Factor 3. Speciality shops				2.688	0.570
Farmers' markets/green market¹	4.12	0.944	0.769
On farm directly¹	3.47	1.100	0.593
Supermarket¹	3.82	0.722	0.732
Neighborhood/convenience shop¹	3.30	0.812	0.727
Factor 4. Fruits’ consumption habits				1.970	0.585
I consume fruits because they contain vitamins¹	4.37	0.686	0.419
Fruits are generally affordable for me¹	3.57	0.789	0.716
It is a tradition to eat fruits regularly¹	3.97	0.766	0.462
Factor 5. Quality and taste perception				1.572	0.562
Domestic fruit is of high quality¹	4.01	0.781	0.851
Imported fruit is of high quality¹	3.05	0.758	0.761
I am very concerned about contaminated soils and their impact on fruit quality¹	3.84	1.038	0.469
Eating is to me a matter of touching, smelling, tasting and seeing; all the senses are involved¹	3.84	0.819	0.501
Factor 6. Price-consciousness’ scales				1.184	0.574
When I am in a shop I will always check prices on alternatives before I buy¹	3.86	0.766	0.603
When I buy or shop, I really look for specials¹	3.73	0.810	0.787
I believe a person can save a lot of money by shopping around for bargains¹	3.81	0.886	0.431
In a store, I check the prices, even when I am buying inexpensive items¹	3.85	0.748	0.599
Factor 7. Health concern				1.854	0.501
Fruits are important if one wants to have a varied diet¹	4.05	0.839	0.548
A regular consumption of fruits can probably prevent diseases¹	4.04	0.836	0.706
I pay attention to having a healthy diet¹	3.93	0.918	0.456
Factor 8. Confidence in fruit safety				1.695	0.586
Safety certificate of fruit products in terms of your confidence in food safety³	3.02	0.870	0.844
Organic certification of fruit products in terms of your confidence in food safety³	2.84	0.885	0.810
Domestic fruit is safe for health¹	4.07	0.718	0.822
Imported fruit is safe for health¹	3.05	0.787	0.768

Factors and attributes	Average points	Std. deviation	Factor loading	Eigen value	Cronbach's alpha
Factor 1. Fruits information, labels and brands				13.870	0.594
Product (fruit) information is of high importance to me¹	4.31	0.804	0.590
Country where fruit is produced²	3.47	1.134	0.872
Region within Kosovo where fruit is produced²	3.18	1.115	0.885
The name of the grower²	3.54	1.043	0.482
Knowing the seller³	2.21	0.876	0.760
Brand reputation³	2.70	0.950	0.670
Factor 2. The reason for choosing a fruit shop				4.305	0.551
I choose where to buy fruits based on distance¹	3.27	0.958	0.653
Price is important¹	3.59	0.956	0.486
Hygiene is important¹	4.62	0.511	0.706
Freshness of fruits is important¹	4.61	0.565	0.761
Varieties of fruits is important¹	4.06	0.828	0.650
Factor 3. Speciality shops				2.688	0.570
Farmers' markets/green market¹	4.12	0.944	0.769
On farm directly¹	3.47	1.100	0.593
Supermarket¹	3.82	0.722	0.732
Neighborhood/convenience shop¹	3.30	0.812	0.727
Factor 4. Fruits’ consumption habits				1.970	0.585
I consume fruits because they contain vitamins¹	4.37	0.686	0.419
Fruits are generally affordable for me¹	3.57	0.789	0.716
It is a tradition to eat fruits regularly¹	3.97	0.766	0.462
Factor 5. Quality and taste perception				1.572	0.562
Domestic fruit is of high quality¹	4.01	0.781	0.851
Imported fruit is of high quality¹	3.05	0.758	0.761
I am very concerned about contaminated soils and their impact on fruit quality¹	3.84	1.038	0.469
Eating is to me a matter of touching, smelling, tasting and seeing; all the senses are involved¹	3.84	0.819	0.501
Factor 6. Price-consciousness’ scales				1.184	0.574
When I am in a shop I will always check prices on alternatives before I buy¹	3.86	0.766	0.603
When I buy or shop, I really look for specials¹	3.73	0.810	0.787
I believe a person can save a lot of money by shopping around for bargains¹	3.81	0.886	0.431
In a store, I check the prices, even when I am buying inexpensive items¹	3.85	0.748	0.599
Factor 7. Health concern				1.854	0.501
Fruits are important if one wants to have a varied diet¹	4.05	0.839	0.548
A regular consumption of fruits can probably prevent diseases¹	4.04	0.836	0.706
I pay attention to having a healthy diet¹	3.93	0.918	0.456
Factor 8. Confidence in fruit safety				1.695	0.586
Safety certificate of fruit products in terms of your confidence in food safety³	3.02	0.870	0.844
Organic certification of fruit products in terms of your confidence in food safety³	2.84	0.885	0.810
Domestic fruit is safe for health¹	4.07	0.718	0.822
Imported fruit is safe for health¹	3.05	0.787	0.768

Note(s): 1. Five-point semantic scale (strongly disagree, disagree, neither agree nor disagree, agree and strongly agree)

2. Five-point semantic scale (never, occasionally, frequently, often and always)

3. Five-point semantic scale (very low, low, moderate, high and very high)

[ViewLarge]

Sharing Unavailable