Factor structure of sustainable fashion brand avoidance dimensions
| Scale items | Brand avoidance dimensions: item loadings | ||
|---|---|---|---|
| Factor 1 | Factor 2 | Factor 3 | |
| Sustainable fashion makes the world's fashion look the same | 0.821 | 0.221 | 0.011 |
| Sustainable fashion is not consistent with my culture | 0.858 | 0.140 | 0.063 |
| Sustainable fashion ruins my fashion beliefs | 0.901 | 0.236 | −0.112 |
| Sustainable fashion is against my values | 0.888 | 0.273 | −0.054 |
| Quality of sustainable fashion is not good enough | 0.078 | 0.864 | 0.233 |
| Price of sustainable fashion is too high | 0.023 | 0.826 | 0.112 |
| Sustainable fashion lacks style | −0.054 | 0.912 | 0.013 |
| Sustainable fashion lacks uniqueness | 0.052 | 0.902 | 0.064 |
| Sustainable fashion uses cheap recycled material | 0.011 | 0.890 | 0.022 |
| Sustainable fashion makes it hard for me to express my personality | 0.017 | 0.194 | 0.784 |
| Sustainable fashion does not enhance my self-identity | 0.29 | 0.067 | 0.761 |
| Sustainable fashion styles have too much mass appeal | 0.32 | 0.220 | 0.782 |
| Sustainable fashion does not support my fashion style | 0.024 | 0.217 | 0.822 |
| Bartlett's Test of Sphericity | df | 256 | |
| Sig. | 0.000 | ||
| Kaiser–Meyer–Olkin measure of sampling adequacy | 0.803 | ||
| Scale items | Brand avoidance dimensions: item loadings | ||
|---|---|---|---|
| Factor 1 | Factor 2 | Factor 3 | |
| Sustainable fashion makes the world's fashion look the same | 0.221 | 0.011 | |
| Sustainable fashion is not consistent with my culture | 0.140 | 0.063 | |
| Sustainable fashion ruins my fashion beliefs | 0.236 | −0.112 | |
| Sustainable fashion is against my values | 0.273 | −0.054 | |
| Quality of sustainable fashion is not good enough | 0.078 | 0.233 | |
| Price of sustainable fashion is too high | 0.023 | 0.112 | |
| Sustainable fashion lacks style | −0.054 | 0.013 | |
| Sustainable fashion lacks uniqueness | 0.052 | 0.064 | |
| Sustainable fashion uses cheap recycled material | 0.011 | 0.022 | |
| Sustainable fashion makes it hard for me to express my personality | 0.017 | 0.194 | |
| Sustainable fashion does not enhance my self-identity | 0.29 | 0.067 | |
| Sustainable fashion styles have too much mass appeal | 0.32 | 0.220 | |
| Sustainable fashion does not support my fashion style | 0.024 | 0.217 | |
| Bartlett's Test of Sphericity | df | 256 | |
| Sig. | 0.000 | ||
| Kaiser–Meyer–Olkin measure of sampling adequacy | 0.803 | ||
Notes: Factor 1 = ideological incompatibility; Factor 2 = unmet expectations and Factor 3 = symbolic incongruence. Sig.: significance
Major loadings for each item are given in italics
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