Table 3 Results of the regression...

Table 3

Results of the regression analysis based on lifestyle characteristics (A) and mood, food neophibia, and purchase motives (B) to predict the willingness to buy innovative broccoli leaf products (N = 1.114)

	Constant	B	β	t	p
A. Results of the regression analysis based on lifestyle characteristics
(Sozio)-demographic data	High education	0.221	0.092	2.478	*
Lifestyle	High sporting activities	0.285	0.150	4.094	***
	Urban residential area	0.190	0.105	2.917	**
Dietary style	Flexitarian	0.732	0.133	3.751	***
R²	0.083
R² (adj.)	0.079
B. Results of the regression analysis based on mood, food neophibia and purchase motives
Mood	Positive mood	0.027	0.084	2.866	**
Food Neophibia	High food neophobia	−0.033	−0.137	−4.559	***
Purchase motives	Familiar product	−0.322	−0.123	−4.011	***
	Certification marks	0.370	0.163	5.162	***
	Low priced	−0.151	−0.060	−2.103	*
	Gentle processing	0.398	0.153	5.020	***
	Regional cultivation	0.243	0.095	2.916	**
R²	0.171
R² (adj.)	0.165

	Constant	B	β	t	p
A. Results of the regression analysis based on lifestyle characteristics
(Sozio)-demographic data	High education	0.221	0.092	2.478	*
Lifestyle	High sporting activities	0.285	0.150	4.094	***
	Urban residential area	0.190	0.105	2.917	**
Dietary style	Flexitarian	0.732	0.133	3.751	***
R²	0.083
R² (adj.)	0.079
B. Results of the regression analysis based on mood, food neophibia and purchase motives
Mood	Positive mood	0.027	0.084	2.866	**
Food Neophibia	High food neophobia	−0.033	−0.137	−4.559	***
Purchase motives	Familiar product	−0.322	−0.123	−4.011	***
	Certification marks	0.370	0.163	5.162	***
	Low priced	−0.151	−0.060	−2.103	*
	Gentle processing	0.398	0.153	5.020	***
	Regional cultivation	0.243	0.095	2.916	**
R²	0.171
R² (adj.)	0.165

Note(s): ***p < 0.001 **p < 0.01 * p < 0.05

[ViewLarge]

Sharing Unavailable