Demographics and descriptive statistics of respondents
| Variables | Count | % |
|---|---|---|
| Gender | ||
| Female | 224 | 53.8 |
| Male | 188 | 45.2 |
| Fast food restaurant | ||
| McDonald’s | 157 | 41.5 |
| Starbucks | 81 | 21.4 |
| Subway | 57 | 15.1 |
| Burger King | 50 | 13.2 |
| KFC | 33 | 8.7 |
| Visiting frequency | ||
| <1 | 9 | 2.2 |
| 1–4 | 268 | 65.8 |
| 5–8 | 83 | 20.4 |
| 9–12 | 30 | 7.4 |
| >12 | 17 | 4.2 |
| Willingness to pay a premium | ||
| No | 198 | 47.6 |
| Yes | 218 | 52.4 |
| Premium for sustainability in case WTP is “yes” (%) | ||
| Up to 1 | 52 | 12.5 |
| Up to 5 | 99 | 23.8 |
| Up to 10 | 42 | 10.1 |
| More than 10 | 25 | 6.0 |
| Variables | Count | % |
|---|---|---|
| Female | 224 | 53.8 |
| Male | 188 | 45.2 |
| McDonald’s | 157 | 41.5 |
| Starbucks | 81 | 21.4 |
| Subway | 57 | 15.1 |
| Burger King | 50 | 13.2 |
| KFC | 33 | 8.7 |
| <1 | 9 | 2.2 |
| 1–4 | 268 | 65.8 |
| 5–8 | 83 | 20.4 |
| 9–12 | 30 | 7.4 |
| >12 | 17 | 4.2 |
| No | 198 | 47.6 |
| Yes | 218 | 52.4 |
| Up to 1 | 52 | 12.5 |
| Up to 5 | 99 | 23.8 |
| Up to 10 | 42 | 10.1 |
| More than 10 | 25 | 6.0 |