When examining the factor loadings for the combined responses of the three brands, it can be seen that they are fairly high for the positive items, especially for the sensory, affective and behavioral dimensions. The negatively worded items have negative loadings, of which the sensory and affective items have the highest absolute value. In the second model, when the items on eco-friendliness are embedded in the four dimensions, the loadings for the affective dimension are not as high as earlier, the other dimensions are still fairly high. However, the items on eco-friendliness in the second model are not loading highly on the affective and sensory dimensions. Whereas in the third model all of the items on eco-friendliness have very high factor loadings as a part of a separate eco-friendly dimension. The results of the CFA for third model show that all the items for the eco-friendliness dimension have factor loadings above .70 (affective .90, behavioral .88, sensory .80 and intellectual .76). In the third model, also the loadings on the other dimensions are very high and equivalent to the values in the first model. See in the Table 20 below for the full listing of the factor loadings for all of the tested models in the case of the combined responses for the three brands. The factor loadings per brand have also been listed below for each of the models (Tables 21-23).
Table 20. Factor loadings for each model in the case of the combined responses for 3 brands
Item Statement Model 1 Model 2 Model 3
SENSORY ThreeBrand_14-s
This brand makes a strong impression on my visual sense
or other senses. (sight, touch, hearing, taste, smell). .86 .87 .86 ThreeBrand_4-s
I find this brand interesting in a sensory way. (sight,
touch, hearing, taste, and smell). .91 .89 .90
ThreeBrand_10-s
This brand does not appeal to my senses. (sight, touch,
hearing, taste, and smell). -.59 -.57 -.59
ThreeBrand_11-S
This brand makes an eco-friendly impression.
(eco-friendly = not environmentally harmful) NA .60 NA
AFFECTIVE
ThreeBrand_1-a This brand induces feelings and sentiments. .78 .76 .78
ThreeBrand_12-a I do not have strong emotions for this brand. -.59 -.58 -.60
ThreeBrand_5-a This brand is an emotional brand. .90 .87 .90
ThreeBrand_13-A This brand creates eco-friendly emotions. NA .54 NA
BEHAVIORAL ThreeBrand_17-b
I engage in physical actions and behaviors when I use this
brand. .86 .89 .88
ThreeBrand_15-b This brand results in bodily experiences. .90 .87 .88
ThreeBrand_9-b This brand is not action oriented. -.23 -.22 -.23
ThreeBrand_16-B This brand makes me behave in an eco-friendly way. NA .85 NA
INTELLECTUAL
ThreeBrand_8-i I engage in a lot of thinking when I encounter this brand. .64 .66 .64
ThreeBrand_7-i This brand does not make me think. -.42 -.39 -.40
ThreeBrand_3-i This brand stimulates my curiosity and problem solving. .84 .88 .86 ThreeBrand_2-I
This brand makes me think about the state of the
environment. NA .73 NA
ECO-FRIENDLINESS ThreeBrand _2-I
This brand makes me think about the state of the
environment. NA NA .76
ThreeBrand _11-S
This brand makes an eco-friendly impression.
(eco-friendly = not environmentally harmful) NA NA .80
ThreeBrand _13-A This brand creates eco-friendly emotions. NA NA .90
ThreeBrand _16-B This brand makes me behave in an eco-friendly way. NA NA .88
When comparing the factor loadings in Models 1, 2 and 3 in the case of Samsung (Table 21), one can see that for the sensory dimension the loadings in Models 1 and 3 are exactly the same, while in Model 2 the loadings for each sensory item is slightly lower.
This pattern repeats itself also in the case of the affective dimension, so that in Models 1 and 2 the factor loadings are very close to each other, while for Model 2 the factor loadings are lower. In the behavioral dimension the loading for 17-b is minimally lower in Model 1 compared to Models 2 and 3, while for the 15-b loading Model 1 has the highest of the three loadings. In the negative behavioral item again the loading is lowest for Model 2 compared to Models 1 and 3. For the intellectual item 8-I the loadings are exactly the same for the three Models, and the Model 2 has exceptionally a slightly higher loading for the 3-i item.
To summarize the factor loadings in all of the three models in the case of Samsung are very close to each other for each of the items, the biggest differences are in the factor loadings for the negative items per dimension. In the case of the eco-friendliness items in Model 2, the loading for the affective eco-friendly item is the lowest at .60, but when the eco-friendliness dimension is a fifth dimension, the loadings range from .79 to .92 which are all very high factor loadings.
Table 21. Factor loadings for each model in the case of the Samsung brand
Item Statement Model 1 Model 2 Model 3
SENSORY Smsg_14-s
This brand makes a strong impression on my visual sense
or other senses. (sight, touch, hearing, taste, smell). .88 .89 .88 Smsg _4-s
I find this brand interesting in a sensory way. (sight,
touch, hearing, taste, and smell). .92 .90 .92
Smsg _10-s
This brand does not appeal to my senses. (sight, touch,
hearing, taste, and smell). -.59 -.56 -.59
Smsg _11-S
This brand makes an eco-friendly impression.
(eco-friendly = not environmentally harmful) NA .60 NA
AFFECTIVE
Smsg _1-a This brand induces feelings and sentiments. .74 .71 .73
Smsg _12-a I do not have strong emotions for this brand. -.55 -.53 -.54
Smsg _5-a This brand is an emotional brand. .92 .89 .93
Smsg _13-A This brand creates eco-friendly emotions. NA .77 NA
BEHAVIORAL Smsg _17-b
I engage in physical actions and behaviors when I use this
brand. .89 .90 .90
Smsg _15-b This brand results in bodily experiences. .93 .91 .92
Smsg _9-b This brand is not action oriented. -.22 -.19 -.21
Smsg _16-B This brand makes me behave in an eco-friendly way. NA .85 NA
INTELLECTUAL
Smsg _8-i I engage in a lot of thinking when I encounter this brand. .73 .73 .73
Smsg _7-i This brand does not make me think. -.52 -.49 -.51
Smsg _3-i This brand stimulates my curiosity and problem solving. .90 .91 .90
Smsg _2-I
This brand makes me think about the state of the
environment. NA .80 NA
ECO-FRIENDLINESS Smsg _2-I
This brand makes me think about the state of the
environment. NA NA .80
Smsg _11-S
This brand makes an eco-friendly impression.
(eco-friendly = not environmentally harmful) NA NA .79
Smsg _13-A This brand creates eco-friendly emotions. NA NA .92
Smsg _16-B This brand makes me behave in an eco-friendly way. NA NA .90
When comparing the factor loadings in Models 1, 2 and 3 in the case of Nokia (Table 22), one also notices that for the sensory dimension the loadings do not differ greatly between the three models for the positive items, however, in Model 2 the negative item gets a slightly smaller loading. For the affective dimension, the Models 1 and 3 again follow a similar pattern in the loadings and in Model 2 again the loading for the negative item is slightly smaller. For the behavioral dimension, the loadings for all of the items are very similar for all of the three models. In the case of the intellectual dimension, the Model 1 has the highest loading for the negative item, and the lowest for the 3-i item, while in Model 2 the positive items have slightly higher loadings than in
the Models 1 and 3. To summarize the factor loadings in all of the three models are very close to each other for each of the items, the biggest differences are in the factor loadings for the intellectual dimension.
In the case of the friendliness items in Model 2, the loading for the affective eco-friendly item is the lowest at .46, but when the eco-friendliness dimension is a fifth dimension, the loadings range from .74 to .91 which are all very high factor loadings.
Table 22. Factor loadings for each model in the case of the Nokia brand
Item Statement Model 1 Model 2 Model 3
SENSORY
Nokia _14-s
This brand makes a strong impression on my visual sense or other senses. (sight, touch, hearing, taste, smell).
.86 .87 .87
Nokia _4-s
I find this brand interesting in a sensory way. (sight,
touch, hearing, taste, and smell). .87 .86 .86
Nokia _10-s
This brand does not appeal to my senses. (sight,
touch, hearing, taste, and smell). -.52 -.50 -.52
Nokia _11-S
This brand makes an eco-friendly impression.
(eco-friendly = not environmentally harmful) NA .66 NA
AFFECTIVE
Nokia _1-a This brand induces feelings and sentiments. .78 .75 .78
Nokia _12-a I do not have strong emotions for this brand. -.62 -.60 -.63
Nokia _5-a This brand is an emotional brand. .85 .84 .84
Nokia _13-A This brand creates eco-friendly emotions. NA .46 NA
BEHAVIORAL Nokia _17-b
I engage in physical actions and behaviors when I
use this brand. .88 .89 .89
Nokia _15-b This brand results in bodily experiences. .83 .81 .82
Nokia _9-b This brand is not action oriented. -.31 -.31 -.32
Nokia _16-B This brand makes me behave in an eco-friendly way. NA .85 NA
INTELLECTUAL Nokia _8-i
I engage in a lot of thinking when I encounter this
brand. .59 .60 .59
Nokia _7-i This brand does not make me think. -.35 -.31 -.33
Nokia _3-i
This brand stimulates my curiosity and problem
solving. .78 .84 .79
Nokia_2-I
This brand makes me think about the state of the
environment. NA .70 NA
ECO-FRIENDLINESS Nokia _2-I
This brand makes me think about the state of the
environment. NA NA .74
Nokia _11-S
This brand makes an eco-friendly impression.
(eco-friendly = not environmentally harmful) NA NA .81
Nokia _13-A This brand creates eco-friendly emotions. NA NA .91
Nokia _16-B This brand makes me behave in an eco-friendly way. NA NA .86
Finally, when comparing the factor loadings in Models 1, 2 and 3 for the Apple brand (Table 23), for the sensory dimension the loadings do not differ greatly between the three models for any of the items, including the negative item. For the affective dimension, the Model 1 has the highest loading for the 5-a item, while Model 3 has the highest loadings for the other positive item and the negative item. For the behavioral dimension, the 15-b item gets a very high loading in Model 1 compared to Models 2 and
3, however then for the 17-b item it is clearly lower for the Model 1, while the negative item gets similar loadings in all of the three models. For the intellectual dimension, the items get very similar loadings in all of the three models. To summarize the factor loadings in all of the three models are very close to each other for each of the items, the biggest differences are in the factor loadings for the behavioral dimension.
In the case of the friendliness items in Model 2, the loading for the affective eco-friendly item is the lowest at .41, but when the eco-friendliness dimension is a fifth dimension, the loadings range from .73 to .88 which are high factor loadings.
Table 23. Factor loadings for each model in the case of the Apple brand
Item Statement Model 1 Model 2 Model 3
SENSORY Apple_14-s
This brand makes a strong impression on my visual sense
or other senses. (sight, touch, hearing, taste, smell). .84 .85 .84 Apple _4-s
I find this brand interesting in a sensory way. (sight,
touch, hearing, taste, and smell). .93 .92 .93
Apple _10-s
This brand does not appeal to my senses. (sight, touch,
hearing, taste, and smell). -.63 -.62 -.63
Apple _11-S
This brand makes an eco-friendly impression.
(eco-friendly = not environmentally harmful) NA .53 NA
AFFECTIVE
Apple _1-a This brand induces feelings and sentiments. .72 .71 .73
Apple _12-a I do not have strong emotions for this brand. -.48 -.48 -.50
Apple _5-a This brand is an emotional brand. .89 .85 .88
Apple _13-A This brand creates eco-friendly emotions. NA .41 NA
BEHAVIORAL Apple _17-b
I engage in physical actions and behaviors when I use this
brand. .80 .86 .85
Apple _15-b This brand results in bodily experiences. .95 .87 .88
Apple _9-b This brand is not action oriented. -.17 -.17 -.18
Apple _16-B This brand makes me behave in an eco-friendly way. NA .86 NA
INTELLECTUAL
Apple _8-i I engage in a lot of thinking when I encounter this brand. .58 .60 .58
Apple _7-i This brand does not make me think. -.33 -.32 -.31
Apple _3-i This brand stimulates my curiosity and problem solving. .88 .89 .88
Apple _2-I
This brand makes me think about the state of the
environment. NA .69 NA
ECO-FRIENDLINESS Apple _2-I
This brand makes me think about the state of the
environment. NA NA .73
Apple _11-S
This brand makes an eco-friendly impression.
(eco-friendly = not environmentally harmful) NA NA .80
Apple _13-A This brand creates eco-friendly emotions. NA NA .86
Apple _16-B This brand makes me behave in an eco-friendly way. NA NA .88