Table 2

Explanatory factor analyses and reliability of upcycled food choice factors

Factor loading (coefficient)Cronbach’s alpha
Factor 1: Natural content 0.86
Additive-free0.83 
Natural ingredients0.80 
Non-genetically modified0.74 
Unprocessed0.72 
Natural goodness preservation0.70 
Chemical and hormone-free certification0.55 
Factor 2: Ethical concern 0.81
Environmentally friendly preparation0.77 
Environmentally friendly packaging0.75 
Food waste reduction0.70 
Animal rights respect0.67 
Human rights respect0.64 
Local production0.49 
Country of origin declaration0.44 
Factor 3: Healthiness 0.80
High fibre content0.76 
Low fat content0.72 
Low energy content0.68 
High protein content0.60 
Rich in vitamins and minerals0.56 
Nutritious food0.54 
Factor 4: Familiarity 0.76
Familiar food0.78 
Similar to usual food0.77 
Eaten before0.63 
Familiar ingredients0.63 
Well-known brand0.59 
Factor 5: Sensory appeal 0.76
Pleasant texture0.77 
Nice smell0.74 
Good taste0.71 
Nice look0.70 
Factor 6: Price 0.82
Inexpensive0.86 
Cheap0.86 
Value for money0.76 
Factor 7: Impression 0.63
Trendy to friends0.83 
Right impression to people0.78 
Relatives' approval0.55 

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