Likert scales for measuring consumer preference
| Scale items | Mean | S.D |
|---|---|---|
| Health (health) (Cronbach's a = 0.768) | ||
| H1 - When purchasing F&V, I choose products with higher health benefits | 5.43 | 1.27 |
| H2 - I usually eat F&V rich in polyphenols and antioxidants | 5.06 | 1.45 |
| H3 - When purchasing F&V, I prefer to consume products with a potential positive impact on my health status | 5.88 | 1.22 |
| Convenience (conv) (Cronbach's a = 0.658) | ||
| C1 - At the moment of purchase, I search for convenient (ready-to-eat) F&V | 3.88 | 1.67 |
| C2 - I think that ready-to-eat F&V are easy to use | 3.16 | 1.93 |
| C3 - For me consuming fresh-cut F&V is easier | 3.72 | 1.90 |
| Freshness (fresh) (Cronbach's a = 0.794) | ||
| F1 - I prefer to buy fresh F&V (e.g. the whole fruit) because I think that technological processes can compromise the organoleptic characteristics of the product | 6.07 | 1.25 |
| F2 - When it comes to F&V, I think that the processing can alter the freshness of the products | 5.55 | 1.42 |
| F3 - I think that the genuineness of the product can be compromised by the technological process, especially for F&V | 5.41 | 1.55 |
| Shelling (shell) (Cronbach's a = 0.823) | ||
| S1 - I prefer to purchase pomegranate instead of ready-to-eat arils because I like to shell the pomegranate | 5.08 | 1.91 |
| S2 - I think that by shelling the pomegranate I can live a more complete consumption experience than with ready-to-eat arils | 5.08 | 1.89 |
| S3 - Between the whole pomegranate and the arils, I prefer buying the whole fruit as shelling is not really boring to me | 5.18 | 1.89 |
| Innovation (innov) (Cronbach's a = 0.827) | ||
| N1 - Generally speaking, I love to try innovative food | 4.82 | 1.51 |
| N2 - Generally speaking, I'm curious to taste food products that I usually do not consume | 4.99 | 1.56 |
| N3 - In my opinion, it is always worth trying innovative products | 5.21 | 1.41 |
| Scale items | Mean | S.D |
|---|---|---|
| Health ( | ||
| H1 - When purchasing F&V, I choose products with higher health benefits | 5.43 | 1.27 |
| H2 - I usually eat F&V rich in polyphenols and antioxidants | 5.06 | 1.45 |
| H3 - When purchasing F&V, I prefer to consume products with a potential positive impact on my health status | 5.88 | 1.22 |
| Convenience ( | ||
| C1 - At the moment of purchase, I search for convenient (ready-to-eat) F&V | 3.88 | 1.67 |
| C2 - I think that ready-to-eat F&V are easy to use | 3.16 | 1.93 |
| C3 - For me consuming fresh-cut F&V is easier | 3.72 | 1.90 |
| Freshness ( | ||
| F1 - I prefer to buy fresh F&V (e.g. the whole fruit) because I think that technological processes can compromise the organoleptic characteristics of the product | 6.07 | 1.25 |
| F2 - When it comes to F&V, I think that the processing can alter the freshness of the products | 5.55 | 1.42 |
| F3 - I think that the genuineness of the product can be compromised by the technological process, especially for F&V | 5.41 | 1.55 |
| Shelling ( | ||
| S1 - I prefer to purchase pomegranate instead of ready-to-eat arils because I like to shell the pomegranate | 5.08 | 1.91 |
| S2 - I think that by shelling the pomegranate I can live a more complete consumption experience than with ready-to-eat arils | 5.08 | 1.89 |
| S3 - Between the whole pomegranate and the arils, I prefer buying the whole fruit as shelling is not really boring to me | 5.18 | 1.89 |
| Innovation ( | ||
| N1 - Generally speaking, I love to try innovative food | 4.82 | 1.51 |
| N2 - Generally speaking, I'm curious to taste food products that I usually do not consume | 4.99 | 1.56 |
| N3 - In my opinion, it is always worth trying innovative products | 5.21 | 1.41 |
Note(s): The scale measure is 1 = totally disagree; 7 = totally agree. F&V stands for fruits and vegetables
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