Table 5.
Factor analysis on motives for coffee consumption and convergent validity and discriminant validity for each construct.
| Habit and Pleasure | Social | Therapeutic | Energy | |
| Awakening and attention | 0.880 | |||
| Physical energy | 0.882 | |||
| Cronbach’s alpha 0.742 | ||||
| Habit | 0.669 | |||
| Mood and emotion | 0.585 | |||
| Family tradition and culture | 0.693 | |||
| Smell | 0.814 | |||
| Taste | 0.786 | |||
| Cronbach’s alpha 0.771 | ||||
| To have a break | 0.841 | |||
| To socialize | 0.798 | |||
| Cronbach’s alpha 0.665 | ||||
| Digestion | 0.651 | |||
| Against headache | 0.798 | |||
| Increase blood pressure | 0.717 | |||
| Cronbach’s alpha 0.633 | ||||
| Variance explained (%) | 21.97 | 14.12 | 13.91 | 13.90 |
| Mean value of factors | 3.1 | 2.7 | 1.7 | 2.7 |
| Convergent validity and discriminant validity | ||||
| Habit and Pleasure | Social | Therapeutic | Energy | |
| Habit and pleasure | 0 .510 | |||
| Social | 0.324 | 0.672 | ||
| Therapeutic | 0.092 | 0.187 | 0.525 | |
| Energy | 0.273 | 0.194 | 0.173 | 0.776 |
| Composite reliability | 0.84 | 0.81 | 0.77 | 0.88 |
Note: Diagonal data (in italics) represent Fornell and Larcker’s average variance extracted (AVE). Subdiagonal represent the inter-construct correlations.