Appendix Table. Factor structure of attitude and knowledge items*

Variable

Factor structure†

Factor 1: animal husbandry risk

Factor 2: traditional market practices

Factor 3: risk taking

Factor 4: AI anxieties

Factor 5: feel protected

SARS due to market hygiene

0.693

AI due to market hygiene

0.722

SARS and AI due to unsustainable animal husbandry practices

0.626

Live animal sales important disease risk

0.533

SARS and AI due to market demand for live animals

0.621

SARS and AI due to poor personal hygiene

0.468

Raising and selling live chickens should be prohibited

–0.561

Buying live chickens risky to health

–0.446

Do not buy live chickens, despite what others do

–0.429

Defend the right to trade live animals, even at risks to community's health

0.580

Occasional health scares should not stop tradition of buying live chicken

0.629

Stopping live poultry sales makes people lose livelihood

0.640

Risk health for taste of live chicken

–0.527

Need more info on AI

0.501

Risk health for benefit of buying live chickens

–0.615

I'm responsible for protecting myself from AI

0.513

Believe people who say animal diseases nothing to worry about

–0551

Friends worry about AI

0.564

AI news in papers scares me

0.646

Feel vulnerable to AI

0.554

Scared of catching AI

0.505

TV/radio AI news reassuring

0.418

Trust government to protect health

0.679

Actions implemented to control AI are inadequate

0.705

*SARS, severe acute respiratory syndrome; AI, avian influenza.

†Varimax rotation, all factor loadings <0.4 suppressed.