Table 1.

Factor loadings for each forest-based CES and mean factor scores for each psychographic segment

Category	Quiet relaxation	Experiences	Active escape	Collecting
Forest-based CES	Factor loadings
To find solitude	0.80	0.05	0.13	0.16
Spiritual value	0.74	0.17	0.14	0.09
To relax	0.62	0.18	0.31	0.12
To hear nature sounds	0.57	0.50	−0.07	0.07
To see scenic views	0.13	0.73	0.16	−0.14
To be with family and friends	−0.25	0.65	0.48	0.17
To view wildlife	0.27	0.65	−0.04	0.30
To view wildflowers	0.39	0.64	−0.10	0.01
To participate in recreation	0.05	0.02	0.78	0.06
To be physically active	0.24	−0.03	0.68	−0.12
To escape an urban setting	0.42	0.18	0.43	−0.02
Educational value	0.29	0.34	0.40	0.37
To hunt	0.04	−0.03	0.01	0.80
To collect food	0.16	0.09	−0.03	0.77
Psychographic segment (n)	Mean factor score
1: Active/experience seekers (77)	−1.27	0.13	0.16	−0.26
2: Quiet seekers (79)	0.48	−0.70	−0.89	−0.38
3: Collectors (36)	0.11	−0.27	−0.02	2.15
4: Generalists (101)	0.55	0.57	0.53	−0.26

Factor loadings along four interpretable dimensions (quiet relaxation, experiences, active escape, and collecting) of respondents’ attitudes toward forest-based CES. Factors were extracted from survey response data using principal components solution with varimax rotation. The highest factor loadings for each forest-based CES are bolded. Cluster analysis based on the attitudinal factors identified four psychographic segments of respondents. The segments differed in group size (n) and mean scores among the four attitudinal dimensions.