Table 1 Factor analysis of consumer...

Table 1

Factor analysis of consumer behaviours and preferences related to olive oil consumption

Factors/Items		Factor loadings	Eigenvalues
F1. Food decision-making and preparation habits			2.085
F1.1. Importance of product information	Product information is very important to me. I need to know what is in the product	0.429
F1.2. Meal planning habit	I always plan a few days in advance what we are going to eat	0.608
F1.3. Grocery list preparation	Before I go grocery shopping, I make a list of everything I need	0.407
F1.4. Food experimentation	I like trying new foods that I have never tasted before	0.477
F2. Health orientation in food/Olive oil			1.764
F2.1. Importance of health	Health is very important to me	0.842
F2.2. Healthy food preference	I really value healthy food	0.892
F2.3. Olive oil health benefits	Olive oil is good for health	0.638
F2.4. Olive oil and cholesterol regulation	Olive oil regulates the level of cholesterol in the blood	0.478
F3. Olive oil quality perception			1.707
F3.1. Taste preference for olive oil	I prefer the taste of olive oil to other oils/fats	0.358
F3.2. Olive oil consumption preference	Olive oil is best consumed as it is, while other oils/fats are best cooked	0.373
F3.3. Neutral taste preference for olive oil	I prefer that the olive oil does not affect the taste of the food	0.505
F3.4. Flavoured vs. plain olive oil preference	I prefer the flavour of flavoured olive oil to plain olive oil	0.517
F4. Consumer green value			1.695
F4.1. Interest in sustainability	I am interested in environmental sustainability	0.515
F4.2. Environmental impact of food choices	By consuming food I can protect the environment	0.590
F4.3. Avoidance of polluting products	I do not buy products that are known to cause pollution	0.646
F4.4. Boycotting polluting companies	I would be willing to stop buying products from companies that harm the environment even though it might be inconvenient	0.623
F5. Price sensitivity			1.327
F5.1. Price comparison habit	When I'm in a store, I'll always check the prices for alternatives before I buy	0.741
F5.2. Preference for special offers	When I buy or shop, I look for special offers	0.633
F5.3. Price checking for low-cost products	In a store, I check the prices even when I'm going to buy cheap products	0.685
F5.4. Waiting for discounts	I often wait before buying certain products until I buy them on offer	0.595

Factors/Items		Factor loadings	Eigenvalues
F1. Food decision-making and preparation habits			2.085
F1.1. Importance of product information	Product information is very important to me. I need to know what is in the product	0.429
F1.2. Meal planning habit	I always plan a few days in advance what we are going to eat	0.608
F1.3. Grocery list preparation	Before I go grocery shopping, I make a list of everything I need	0.407
F1.4. Food experimentation	I like trying new foods that I have never tasted before	0.477
F2. Health orientation in food/Olive oil			1.764
F2.1. Importance of health	Health is very important to me	0.842
F2.2. Healthy food preference	I really value healthy food	0.892
F2.3. Olive oil health benefits	Olive oil is good for health	0.638
F2.4. Olive oil and cholesterol regulation	Olive oil regulates the level of cholesterol in the blood	0.478
F3. Olive oil quality perception			1.707
F3.1. Taste preference for olive oil	I prefer the taste of olive oil to other oils/fats	0.358
F3.2. Olive oil consumption preference	Olive oil is best consumed as it is, while other oils/fats are best cooked	0.373
F3.3. Neutral taste preference for olive oil	I prefer that the olive oil does not affect the taste of the food	0.505
F3.4. Flavoured vs. plain olive oil preference	I prefer the flavour of flavoured olive oil to plain olive oil	0.517
F4. Consumer green value			1.695
F4.1. Interest in sustainability	I am interested in environmental sustainability	0.515
F4.2. Environmental impact of food choices	By consuming food I can protect the environment	0.590
F4.3. Avoidance of polluting products	I do not buy products that are known to cause pollution	0.646
F4.4. Boycotting polluting companies	I would be willing to stop buying products from companies that harm the environment even though it might be inconvenient	0.623
F5. Price sensitivity			1.327
F5.1. Price comparison habit	When I'm in a store, I'll always check the prices for alternatives before I buy	0.741
F5.2. Preference for special offers	When I buy or shop, I look for special offers	0.633
F5.3. Price checking for low-cost products	In a store, I check the prices even when I'm going to buy cheap products	0.685
F5.4. Waiting for discounts	I often wait before buying certain products until I buy them on offer	0.595

Note(s): Test of the hypothesis that 5 factors are sufficient. The chi square statistic is 186.48 on 100 degrees of freedom. The p-value is 3.52e−07

Source(s): Authors’ own work

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