Table 1.
Measures used in the survey and related standardized factor loadings.
| Measures | Standardized Factor Loading |
|---|---|
| Intention (adapted from [50]) | |
| I intend to purchase natural food over the next month. | 0.93 |
| I plan to purchase natural food over the next month. | 0.98 |
| I will definitely purchase natural food over the next month. | 0.88 |
| Attitude (adapted from [50]) | |
| The purchase of natural food in the next month would be/is good. | 0.91 |
| The purchase of natural food in the next month would be/is pleasant. | 0.87 |
| The purchase of natural food in the next month would be/is right. | 0.91 |
| The purchase of natural food in the next month would be/is useful. | 0.89 |
| Subjective norm (adapted from [80]) | |
| Others believe that I should buy natural food. | 0.80 |
| Others would like me to buy natural food. | 0.75 |
| Most people purchase natural food. | 0.80 |
| The people I respect purchase natural food. | 0.77 |
| Perceived behavioral control (adapted from [76]) | |
| I have the financial resources to buy natural food. | 0.83 |
| I have the opportunity to buy natural food. | 0.73 |
| I have the knowledge to choose and buy natural food. | 0.84 |
| General pro-environmental beliefs (adapted from [75,77,79]) | |
| Human progress can only be achieved by maintaining an environmental balance. | 0.70 |
| Preserving nature now means securing the future of human beings. | 0.92 |
| Human beings can progress only by conserving natural resources. | 0.89 |
| Awareness of consequences in relation to buying natural food (adapted from [78]) | |
| Purchasing natural food improves our economy. | 0.70 |
| Purchasing natural food improves our planet. | 0.92 |
| Purchasing natural food improves the environment. | 0.89 |
| Ascription of responsibility towards purchasing natural food (adapted from [74]) | |
| Every citizen must take responsibility for the protection of the environment by purchasing natural food. | 0.88 |
| The authorities are responsible for the protection of the environment through the promotion of natural food purchase. | 0.78 |
| I’m responsible for the protection of the environment through the promotion of natural food purchase. | 0.87 |
| Personal norm (adapted from [78]) | |
| I feel that I should purchase natural food for the safety of the environment. | 0.88 |
| I feel a moral obligation to purchase natural food for the protection of the planet. | 0.86 |
| I feel that I should buy natural rather than conventional food to protect the environment. | 0.88 |
| Trust in natural food supply chain (adapted from [81]) | |
| I trust Italian institutions which certify natural foods. | 0.83 |
| I trust Italian natural food manufacturers. | 0.90 |
| I trust Italian natural food retailers. | 0.91 |
| I trust claims on natural food labels. | 0.89 |
| I trust the natural food products I buy (or that I could buy). | 0.86 |
| I can rely on natural food products sold in Italy. | 0.89 |
| I trust store personnel who sell natural foods. | 0.83 |
| I trust a product that carries a natural label/a natural certificate. | 0.87 |