Table 4 Exploratory and confirmatory...

Table 4

Exploratory and confirmatory factor analysis for consumers

	France			Greece			Italy
Factors	Factor loading	Eigen value	Cronbach’s α	Factor loading	Eigen value	Cronbach’s α	Factor loading	Eigen value	Cronbach’s α
Factor 1: F&V consumption habits		10.87	0.83		9.34	0.83		10.93	0.91
1.1. Regularly purchasing F&V is necessary	0.82			0.80			0.86
1.2. Regularly purchasing F&V is advantageous	0.82			0.69			0.78
1.3. Regularly purchasing F&V is acceptable	0.77			0.70			0.80
1.4. Regularly purchasing F&V is important	0.86			0.76			0.88
Factor 2: purchasing motives		3.56	0.86		3.04	0.83		2.72	0.85
2.1. Giving more vitamins and minerals	0.65			0.56			0.52
2.2. Helping to cut down calories	0.61			0.73			0.76
2.3. Helping to improve body’s digestive system	0.62			0.56			0.78
2.4. Reducing the risk of getting cancer	0.73			0.78			0.78
2.5. Helping to look better in appearance	0.62			0.78			0.67
Factor 3: quality and taste perception		1.59	0.82		1.73	0.77		1.64	0.87
3.1. One of the criteria for choosing F&V is freshness	0.60			0.69			0.42
3.2. Seasonality of F&V is important to me	0.60			0.61			0.42
3.3. Nutritional contents of F&V are important to me	0.46			0.51			0.46
3.4. The taste and flavor of F&V influences my choice	0.64			0.61			0.51
3.5. The color and appearance of F&V influence my shopping choice	0.72			0.31			0.41
Factor 4: health concern-confidence in F&V safety		1.28	0.86		1.54	0.83		1.48	0.85
4.1. Paying attention to the food poisoning when buying F&V	0.68			0.69			0.65
4.2. Caring about residues of pesticides/other chemicals	0.69			0.61			0.73
4.3. Caring about chemicals released from F&V packaging	0.75			0.51			0.77
4.4. Paying attention to the additives	0.66			0.61			0.74
4.5. Likely to purchase non-genetic modified F&V	0.53			0.69			0.63
Factor 5: important of F&V information		1.06	0.85		1.24	0.88		1.17	0.88
5.1. Ingredients list (nutrition or vitamin facts)	0.62			0.76			0.77
5.2. Geographical origin	0.56			0.57			0.49
5.3. Shelf life	0.68			0.75			0.73
5.4. Presence of the organic logo	0.84			0.79			0.77
5.5. Presence of environmentally friendly production logos	0.79			0.84			0.78
5.6. Presence of ethical/social aspects logo	0.70			0.78			0.77
Factor 6: price-consciousness scales		1.04	0.51		1.19	0.44		1.14	0.60
6.1. When I buy F&V, I really look for specials	0.53			0.35			0.50
6.2. I’m willing to pay even more for the special F&V	0.58			0.39			0.55
6.3. I check the prices, even when I am buying inexpensive F&V	0.58			0.56			0.65
6.4. I often wait to purchase F&V, so I can get them on low price	0.79			0.78			0.81

	France			Greece			Italy
Factors	Factor loading	Eigen value	Cronbach’s α	Factor loading	Eigen value	Cronbach’s α	Factor loading	Eigen value	Cronbach’s α
Factor 1: F&V consumption habits		10.87	0.83		9.34	0.83		10.93	0.91
1.1. Regularly purchasing F&V is necessary	0.82			0.80			0.86
1.2. Regularly purchasing F&V is advantageous	0.82			0.69			0.78
1.3. Regularly purchasing F&V is acceptable	0.77			0.70			0.80
1.4. Regularly purchasing F&V is important	0.86			0.76			0.88
Factor 2: purchasing motives		3.56	0.86		3.04	0.83		2.72	0.85
2.1. Giving more vitamins and minerals	0.65			0.56			0.52
2.2. Helping to cut down calories	0.61			0.73			0.76
2.3. Helping to improve body’s digestive system	0.62			0.56			0.78
2.4. Reducing the risk of getting cancer	0.73			0.78			0.78
2.5. Helping to look better in appearance	0.62			0.78			0.67
Factor 3: quality and taste perception		1.59	0.82		1.73	0.77		1.64	0.87
3.1. One of the criteria for choosing F&V is freshness	0.60			0.69			0.42
3.2. Seasonality of F&V is important to me	0.60			0.61			0.42
3.3. Nutritional contents of F&V are important to me	0.46			0.51			0.46
3.4. The taste and flavor of F&V influences my choice	0.64			0.61			0.51
3.5. The color and appearance of F&V influence my shopping choice	0.72			0.31			0.41
Factor 4: health concern-confidence in F&V safety		1.28	0.86		1.54	0.83		1.48	0.85
4.1. Paying attention to the food poisoning when buying F&V	0.68			0.69			0.65
4.2. Caring about residues of pesticides/other chemicals	0.69			0.61			0.73
4.3. Caring about chemicals released from F&V packaging	0.75			0.51			0.77
4.4. Paying attention to the additives	0.66			0.61			0.74
4.5. Likely to purchase non-genetic modified F&V	0.53			0.69			0.63
Factor 5: important of F&V information		1.06	0.85		1.24	0.88		1.17	0.88
5.1. Ingredients list (nutrition or vitamin facts)	0.62			0.76			0.77
5.2. Geographical origin	0.56			0.57			0.49
5.3. Shelf life	0.68			0.75			0.73
5.4. Presence of the organic logo	0.84			0.79			0.77
5.5. Presence of environmentally friendly production logos	0.79			0.84			0.78
5.6. Presence of ethical/social aspects logo	0.70			0.78			0.77
Factor 6: price-consciousness scales		1.04	0.51		1.19	0.44		1.14	0.60
6.1. When I buy F&V, I really look for specials	0.53			0.35			0.50
6.2. I’m willing to pay even more for the special F&V	0.58			0.39			0.55
6.3. I check the prices, even when I am buying inexpensive F&V	0.58			0.56			0.65
6.4. I often wait to purchase F&V, so I can get them on low price	0.79			0.78			0.81

Source(s): Table by authors

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