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Evaluation of Health Professionals’ Approaches in Strategic Marketing of Functional Foods

Table 2: Health Scale Factor Loadings and Variances

Factor Loadings Average Standard Deviation
Factor 1: General Interest in Health
When choosing food, I pay attention that the foods are healthy. 0,804 2,2196 0,97547
I always eat a healthy and balanced diet 0,759 2,5140 0,94312
It is important for me that the foods I eat daily have a low fat content. 0,749 2,3551 1,01401
It is very important for me that the snacks I eat are healthy. 0,743 2,3551 1,01863
It is important for me that the foods I eat daily contain many vitamins and minerals. 0,739 2,2664 0,98776
I am very particular about the health of the food I eat. 0,668 2,2243 0,94256
R I eat what I want, I rarely care about the health of the food I eat. 0,472 2,4579 1,14474
Factor 1 Cronbach Alpha=0,850Percentage of Variance Explained=29,905
Factor 2: Interest in Diet Products
I believe that diet products have an effect on keeping my cholesterol level low. 0,910 2,8692 1,17951
I think diet products support my health. 0,881 2,7757 1,12428
I think I can keep my cholesterol under control by consuming diet products 0,828 2,7523 1,14628
Factor 2 Cronbach Alpha=0,849Percentage of Variance Explained=18,511
Factor 3: Interest in Natural Products
I think that foods sweetened with sweeteners are harmful to my health. 0,825 2,2243 1,17332
I stay away from highly processed products because I don't know their ingredients. 0,762 2,1402 0,98770
I try to consume products without additives. 0,637 2,2290 1,00183
Factor 3 Cronbach Alpha=0,719Percentage of Variance Explained=15,194
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