Table 2.

Motives driving leafy vegetable consumption among consumers

	Loading	Mean	SD	Cronbach's alpha
Factor 1: Health and nutritional aspects				0.87
Has medicinal benefits	0.61	6.33	1.18
Keeps me healthy	0.59	6.35	1.13
High in fibre	0.65	6.06	2.09
Factor 2: Familiarity				0.87
It is commonly eaten by my tribe	0.94	6.30	1.22
It is the food I have been used to	0.88	6.02	1.32
Factor 3: Convenience				0.86
Can be easily purchased	0.55	6.15	1.33
It is easy to wash	0.59
Can be cooked very simply	0.56	6.18	1.44
Factor 4: Sensory appeal				0.87
It is very tasty	0.76	6.10	1.43
Factor 5: Natural content				0.86
It is free from contaminations (e.g. pesticides/fertilisers)	0.78	6.15
It is handled hygienically	0.68	6.02