Table 1.

Exploratory factor analysis of the health attitudes of a group of millennial consumers (n = 354) in South Africa.

		$\overline{x}$ ± σ	α	F1	F2	F3	F4	h2
General Health Interest		4.5 ± 1.2	0.83
1	I am very particular about the healthiness of food			0.53	0.05	0.55	0.1	0.6
2	I always follow a healthy and balanced diet			0.38	−0.09	0.68	−0.06	0.62
3	It is important for me that my diet is low in fat			0.48	0.31	0.16	0.04	0.36
4	It is important for me that my daily diet contains a lot of vitamins and minerals			0.34	0.04	0.62	0	0.5
5R	I eat what I like, and I do not worry much about the healthiness of food			0.73	0	0.26	0.12	0.62
6R	I do not avoid foods, even if they may raise my cholesterol			0.68	0.03	0.03	0.27	0.54
7R	The healthiness of food has little impact on my food choices			0.7	0.04	0.2	0.07	0.54
8R	The healthiness of snacks makes no difference to me			0.71	0	0.17	0.03	0.54
Light Product Interest		4.1 ± 1.1	0.77
1R	In my opinion, the use of light products does not improve one’s health			0.14	0.62	−0.1	0.18	0.45
2R	I do not think that light products are healthier that conventional products			0.14	0.66	−0.1	0.16	0.49
3	I believe that eating light products keeps one’s cholesterol level under control			−0.06	0.79	0.06	0.1	0.64
4R	In my opinion, light products don’t help to drop cholesterol levels			0.01	0.68	−0.03	0.18	0.5
5	I believe that eating light products keeps one’s body in good shape			0.09	0.72	0.02	0	0.53
6	In my opinion, by eating light products, one can eat more without getting too many calories			−0.14	0.57	0.22	−0.19	0.43
Natural Product Interest		4.3 ± 1.2	0.74
1R	I do not care about additives in my daily diet I try to eat foods that do not contain additives			0.35	−0.08	0.37	0.54	0.56
2R	In my opinion, organically grown foods are not better for my health than those grown conventionally			0.12	0.21	−0.08	0.75	0.62
3R	In my opinion, artificially flavoured foods are not harmful for my health			0.11	0.11	0.11	0.75	0.6
4	I try to eat foods that do not contain additives			0.18	0.03	0.67	0.39	0.64
5	I would like to eat only organically grown vegetables			0.04	0.13	0.29	0.58	0.44
6	I do not eat processed foods, because I do not know what they contain			0.07	0.01	0.71	0.19	0.55
Variance explained by each factor (%)				25.58	14.68	7.54	6.08	53.88

Negatively worded statements have an “R” after the item number. Mean ± standard deviation denoted by $\overline{\mathrm{x}}$ ± σ. Coefficient alpha denoted by α and 1 = disagree strongly and, 7 = agree strongly. Communalities are represented by h². Kaiser–Meyer–Olkin Measure of sampling adequacy = 0.85. Bartlett’s test of sphericity: p < 0.0001. Bold values signify the highest loading of an item in a four-factor solution.