Table 3 The values of the BWS items... | Emerald Publishing

Table 3

The values of the BWS items across the six clusters

Cluster	1	2	3	4	5	6
Size (%)	13.9	20.4	24.8	16.7	9.9	14.3
The taste is satisfactory	21.7	19.6	18.5	15.8	7.2	6.3
The taste is good	23.6	21.2	20.3	22.8	6.2	8.2
It adds good foam to coffee	13	3.2	0.7	9.2	2.5	0.6
Origin Finland	5	1.5	11.9	7.1	2.3	19.2
Origin EU, country not specified	4.1	1.1	8.9	6.4	2.6	9.6
Added calcium protein and vitamins	5.2	14.9	6.2	3.5	20.9	3.8
Organic	1.4	5.2	2.4	9.7	14.3	12.7
A lower carbon footprint than typical oat milk	1.6	7.6	12.6	11.8	17.1	19.5
20% cheaper than typical oat milk	15.1	15	10.3	1.8	8.4	5.2
Entirely plant-based packaging	1.3	3.5	5.1	6.4	14.9	12.1
Recommended by other people	4.6	4.6	1.2	3.1	2	1.3
You know the brand	3.4	2.6	1.7	2.3	1.7	1.6

Cluster	1	2	3	4	5	6
Size (%)	13.9	20.4	24.8	16.7	9.9	14.3
The taste is satisfactory	21.7	19.6	18.5	15.8	7.2	6.3
The taste is good	23.6	21.2	20.3	22.8	6.2	8.2
It adds good foam to coffee	13	3.2	0.7	9.2	2.5	0.6
Origin Finland	5	1.5	11.9	7.1	2.3	19.2
Origin EU, country not specified	4.1	1.1	8.9	6.4	2.6	9.6
Added calcium protein and vitamins	5.2	14.9	6.2	3.5	20.9	3.8
Organic	1.4	5.2	2.4	9.7	14.3	12.7
A lower carbon footprint than typical oat milk	1.6	7.6	12.6	11.8	17.1	19.5
20% cheaper than typical oat milk	15.1	15	10.3	1.8	8.4	5.2
Entirely plant-based packaging	1.3	3.5	5.1	6.4	14.9	12.1
Recommended by other people	4.6	4.6	1.2	3.1	2	1.3
You know the brand	3.4	2.6	1.7	2.3	1.7	1.6

Source(s): Authors' work