Factor | Factor loading | Eigenvalue | Accum. variance explained (%) |
---|---|---|---|
Factor 1: sustainability (SUS) | Â | 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) | Â | 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) | Â | 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) | Â | 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) | Â | 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 |  |  |