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Table 7 Matrix of the rotated components

From: Why consumers drink natural wine? Consumer perception and information about natural wine

  Factor loadings
Natural wine is healthier .791 .256
Natural wine makes me less drunk .335 .762
Natural wine causes less hangover .417 .726
Natural wine is trendy −.455 .559
Natural wine is easier to drink .358 .716
Natural wine tastes better .364 .428
Natural wine is sustainable .810 .179
Natural wine is handcrafted .735 .221
Variance explained % 36.47% 28.28%
Total variance %   64.75%
  1. Notes: Extraction method: principal components analysis. Rotation methods: varimax with Kaiser normalization