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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