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Table 1 Reliability of the research model Source: Authors’ own calculation

From: Can new healthy luxury food products accelerate short food supply chain formation via social media marketing in high-income countries?

Indicator

Statement

AV1

SD2

CL3

CR4

AVE5

Construct ‘Social media involvement’

    

0.923

0.669

InvolvSM_1

I use social media to follow sales and promotions

 − 1.18

1.135

0.742

  

InvolvSM_2

I frequently use social media to inform myself about events that have taken place

 − 0.79

1.224

0.854

  

InvolvSM_3

People use social media to reach me

0.09

1.433

0.719

  

InvolvSM_4

I often use social media to inform myself about upcoming events

 − 0.5

1.352

0.855

  

InvolvSM_5

I use social media to improve my relationship with different brands

 − 0.76

1.287

0.855

  

InvolvSM_6

Social media helps me a lot with improving my knowledge about companies that interest me

 − 0.75

1.256

0.869

  

Construct ‘Fruit-related desire to self-represent’

    

0.856

0.599

Motiv_2

I eat fresh fruits when I’m with friends

 − 0.34

1.098

0.722

  

Motiv_4

Often I eat fresh fruit directly before or after doing sports

 − 0.39

1.254

0.732

  

Motiv_5

Sometimes I consume fresh fruit to show my friends how health consciously I live

 − 1.34

0.982

0.840

  

Motiv_6

Sometimes I consume fresh fruit to show my family how health consciously I live

 − 1.2

1.067

0.796

  

Construct ‘Environmentalism’

    

0.904

0.611

Environmnt_1

I avoid buying products that have excessive packaging

0.91

0.996

0.730

  

Environmnt_2

When there is a choice, I choose the product that causes the least pollution

0.84

1.003

0.767

  

Environmnt_3

I make every effort to buy paper products made from recycled paper

0.58

1.049

0.814

  

Environmnt_4

I use environmentally friendly soaps and detergents

0.28

1.15

0.800

  

Environmnt_5

I remind members of my family and friends regularly not to buy some products that are harmful to the environment

 − 0.31

1.223

0.798

  

Environmnt_6

I try to buy products that can be recycled

0.73

0.963

0.779

  

Construct ‘Health awareness’

    

0.921

0.625

Health_1

I reflect about my health a lot

0.53

1.062

0.797

  

Health_3

I’m very self-conscious about my health

0.9

0.878

0.738

  

Health_4

I’m constantly examining my health

0.38

1.082

0.768

  

Health_5

I’m alert to changes in my health

0.56

0.951

0.691

  

Health_7

I’m aware of the state of my health as I go through the day

0.34

1.042

0.852

  

Health_8

I notice how I feel physically as I go through the day

0.57

1.033

0.836

  

Health_9

I’m very involved with my health

0.05

1.139

0.840

  

Construct ‘Age’

  

1.000

 

1.000

1.000

Age

In which year were you born (recoded into number of years)

49.69

16.97

   

Construct ‘Income’

    

1.000

1.000

Income

Middle-income group (household income between 2500 to 2999 euros per month after taxes)

0.099

0.299

1.000

  

Construct ‘Lean media’

    

0.771

0.633

TM_I

How often do you read daily and weekly newspapers?

1.4

0.49

0.911

  

TM_II

How often do you read advertising brochures?

1.31

0.465

0.660

  

Construct ‘Rich media’

    

0.767

0.530

SocialMedia_I

How often do you visit relations networks on the Internet (e.g., Facebook, LinkedIn, Xing)?

1.43

0.496

0.762

  

SocialMedia_II

How often do you visit platforms for sharing pictures (e.g., Instagram, Flickr, Picasa)?

1.67

0.471

0.829

  

SocialMedia_III

How often do you visit bookmarking websites (e.g., Pinterest, Digg, Reddit)?

1.82

0.383

0.566

  

Construct ‘Search quality’

    

0.804

0.672

Observation_1

I touch the fresh fruit and examine it before I purchase it

0.45

1.04

0.847

  

Observation_3

I smell the fresh fruit product before I purchase it

 − 0.61

1.17

0.792

  

Construct ‘Experience quality’

    

0.813

0.685

Experience_1

I’m very familiar with the different features of blueberries

0.12

1.072

0.812

  

Experience_3

Often I use fresh blueberries for cooking or baking

 − 0.76

1.127

0.843

  

Construct ‘Blueberry credence quality cues’

    

0.827

0.615

Extrinsic2_3

Few pesticides are used for growing blueberries

 − 0.09

0.789

0.741

  

Extrinsic1_7

Compared with other fresh fruits, blueberries are often locally grown

 − 0.26

0.97

0.777

  

Extrinsic1_8

The production of blueberries is particularly environmentally friendly

 − 0.07

0.749

0.831

  

Construct ‘Blueberry experience quality’

    

0.843

0.642

Intrinsic5_4

Fresh blueberries taste sweet to light sourish

1.24

0.721

0.753

  

Intrinsic5_7

Fresh blueberries feel firm upon touching them

1.07

0.805

0.852

  

Intrinsic5_8

Fresh blueberries are characterized by a firm pulp

0.96

0.84

0.796

  

Construct ‘Blueberry extrinsic quality cue’

    

0.826

0.614

Extrinsic1_9

Blueberries have well-known quality seals

 − 0.54

0.943

0.818

  

Extrinsic1_5

Producers of blueberries are well known

 − 0.33

0.945

0.781

  

Extrinsic2_5

On blueberry packaging, helpful product information can be found

0.05

0.867

0.750

  

Construct ‘Blueberry intrinsic quality cue’

    

0.786

0.624

Intrinsic5_5

Fresh blueberries smell sweet

0.49

0.86

0.771

  

Intrinsic5_6

Larger blueberries are more convenient than smaller ones

 − 0.25

1.02

0.808

  

Construct ‘Quality expectation’

    

0.822

0.699

WahQua2_1

Blueberries are of higher quality than other fresh fruits

 − 0.19

0.905

0.827

  

WahQua2_2

Blueberries that can be purchased in Germany are of high quality

0.63

0.772

0.844

  
  1. 1 AV average value; 2 SC standard deviation; 3 CL construct loadings; 4 CR construct reliability; 5 AVE average variance extracted
  2. The following constructs were queried on a 5-point Likert scale (from + 2 = fully agree to -2 = fully disagree): ‘Social media involvement,’ ‘Fruit-related desire to self-represent,’ ‘Environmentalism,’ ‘Health awareness,’ ‘Lean media,’ ‘Rich media,’ ‘Search quality,’ ‘Experience quality attributes,’ ‘Credence quality cues,’ ‘Extrinsic quality cue,’ ‘Intrinsic quality cue,’ and ‘Quality expectation.’