Table 3.

Reliability and convergent validity of the constructs.

Construct	Dimensions	Items	Loading	Cronbach’s alpha	CR	AVE
Consumer motivations	Value for money	VM1	0.74	0.87	0.87	0.57
		VM2	0.73
		VM3	0.79
		VM4	0.77
		VM5	0.75
	Quality	QU1	0.67	0.88	0.89	0.62
		QU2	0.77
		QU3	0.84
		QU4	0.85
		QU5	0.80
	Safety	SA1	0.86	0.89	0.89	0.62
		SA2	0.90
		SA3	0.75
		SA4	0.79
	Stimulation	ST1	0.80	0.86	0.86	0.54
		ST2	0.81
		ST3	0.73
		ST4	0.65
		ST5	0.68
	Comfort	CO1	0.69	0.79	0.80	0.50
		CO2	0.68
		CO3	0.74
		CO4	0.71
	Ethics	ET1	0.68	0.85	0.86	0.56
		ET2	0.52
		ET3	0.84
		ET4	0.87
		ET5	0.76
	Social acceptance	SO1	0.66	0.91	0.90	0.65
		SO2	0.72
		SO3	0.81
		SO4	0.93
		SO5	0.89
Subjective well-being	Positive affect	PE1	0.68	0.95	0.95	0.70
		PE 2	0.85
		PE 3	0.89
		PE 4	0.85
		PE 5	0.89
		PE 6	0.87
		PE 7	0.84
		PE 8	0.83
		PE 9	0.79
	Negative affect	NE1	0.77	0.93	0.93	0.61
		NE 2	0.77
		NE 3	0.73
		NE 4	0.84
		NE6	0.79
		NE7	0.88
		NE8	0.70
		NE9	0.66
	Life satisfaction	LS1	0.85	0.92	0.92	0.71
		LS2	0.82
		LS3	0.90
		LS4	0.82
		LS5	0.81

CR, Composite Reliability, AVE, Average Variance.