Table 6.
Factor analysis on motives for coffee purchasing and convergent validity and discriminant validity for each construct.
| Price | Sustainability | Aroma | |
| Price | 0.902 | ||
| Value for money | 0.859 | ||
| Promotion | 0.842 | ||
| Cronbach’s alpha 0.836 | |||
| Coffee recipe | 0.663 | ||
| Coffee roast | 0.775 | ||
| Brand knowledge | 0.641 | ||
| Intensity and taste information | 0.752 | ||
| Cronbach’s alpha 0.675 | |||
| Country of origin | 0.735 | ||
| Fair-trade | 0.910 | ||
| Organic | 0.848 | ||
| Cronbach’s alpha 0.790 | |||
| Variance explained (%) | 24.21 | 22.02 | 20.11 |
| Mean value of factors | 3.3 | 1.8 | 3.2 |
| Convergent validity and discriminant validity | |||
| Price | Sustainability | Aroma | |
| Price | 0.517 | ||
| Sustainability | 0.069 | 0.696 | |
| Aroma | 0.017 | 0.101 | 0.504 |
| Composite Reliability | 0.94 | 0.88 | 0.81 |
Note: Diagonal data (in italics) represent Fornell and Larcker’s average variance extracted (AVE). Subdiagonal represent the inter-construct correlations.