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Table 2 Factor analysis of consumer tea purchase

From: Cultural motives affecting tea purchase behavior under two usage situations in China: a study of renqing, mianzi, collectivism, and man-nature unity culture

Factor

Factor loading

Eigenvalue

Accum. variance explained (%)

Factor 1: sustainability (SUS)

 

4.4

21.8

 Prefer biodegradable and reusable products

0.690

  

 Prefer organic food and minimum food additives

0.699

  

 Prefer products with FSC, MSC certification

0.737

  

 Try to reduce carbon footprint during consumption

0.716

  

 Try not to waste nature resources during consumption

0.662

  

 Prefer eco-friendly and sustainable consumption

0.685

  

Factor 2: brand and prestige chasing (BP)

 

3.6

39.5

 Prefer branded products despite of limited income

0.824

  

 Prefer prestigious and high-end products

0.789

  

 Desire to show social status through brands

0.824

  

 Prefer brand name than practical value

0.758

  

Factor 3: pragmatism (PRG)

 

1.7

47.8

 Always choose what is most needed

0.689

  

 Consider affordability

0.674

  

 Compare carefully the quality, performance, and value of products before purchase

0.716

  

 Prefer high practical and affordable products

0.748

  

Factor 4: novelty and uniqueness chasing (NU)

 

1.4

54.8

 Prefer distinguished products

0.800

  

 Prefer goods with special appearances

0.751

  

 Enjoy the novelty and being different

0.678

  

Factor 5: social conformity (SC)

 

1.2

60.7

 Follow recommendations from friends and colleagues

0.770

  

 Prefer similar products possessed by peers

0.813

  

 Follow trends and recommendations from mass media

0.613

  
  1. Note: (a) Model—Cronbach’s α = 0.726, KMO = .808, chi-square = 1899.67, Bartlett’s test of sphericity p < .000. (b) Factor degree: 1 = absolutely disagree, 5 = absolutely agree