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Table 5 Rotated factor loadings

From: Does ‘local’ matter in restaurant choice? Results of a discrete choice experiment targeting German and Italian consumers

Variable Factor 1 Factor 2 Factor 3 Factor 4
Power 0.69 0.12 − 0.04 − 0.01
Achievement 0.65 0.22 0.28 0.10
Edonism 0.42 0.08 0.58 0.25
Stimulation 0.65 0.04 0.27 0.32
Self-direction 0.32 0.24 0.48 0.45
Benevolence 0.20 0.49 0.11 0.56
Universalism 0.09 0.30 0.27 0.61
Tradition 0.15 0.63 0.12 0.24
Conformity 0.12 0.70 0.18 0.18
Security 0.04 0.39 0.56 0.14