Table 2.

Scale loadings, reliabilities, and convergent validity.

Scales and Items	Factor Loadings	Cronbach’s Alpha	Composite Reliability	Average Variance Extracted
Discerning Apple Buyer		0.836	0.877	0.504
How similar are Pink Lady and Cosmic Crisp	0.741
How similar are Granny Smith and Royal Gala	0.731
How similar are Pink Lady and Cripps Pink	0.706
How similar are McIntosh and Braeburn	0.749
How similar are Zestar! and Sweet Tango	0.718
How similar are Fuji and Red Delicious	0.639
How similar are Red Delicious and Golden Delicious	0.680
Importance of Apple Commercial Attributes		0.701	0.817	0.527
Importance of—Price	0.702
Importance of—Labelled as sustainable	0.719
Importance of—Labelled as traditional varieties such as Royal Gala, Braeburn, Granny Smith	0.735
Importance of—Labelled as club apples such as Pink lady or Cosmic Crisp	0.747
Importance of Apple Physical Attributes		0.723	0.825	0.543
Importance of—Colour of the skin is true to variety	0.773
Importance of—Smell is appealing	0.700
Importance of—Texture is soft	0.793
Importance of—Skin is free of visual blemishes	0.673
My Attitudes towards US Apple Growers		0.836	0.880	0.552
I think that US growers have a longstanding tradition and lots of experience in growing sustainable apples.	0.728
I think that US apple growers contribute to the care and maintenance of the landscape	0.678
I think that US apple growers make active contributions to preserve biodiversity	0.841
I think that US apple growers treat land resources responsible	0.707
I think that social pressure on apple growers should be increased as they are main agents of climate change.	0.665
I think that US apple growers are environmental conscious	0.821
Subjective Apple Knowledge		0.860	0.905	0.704
I understand a lot about apples	0.821
I am confident in my knowledge of apples	0.810
Among my friends I am the apple expert	0.882
I know more about apples than others do	0.841