Table 4 Average of factor score for each...

Table 4

Average of factor score for each cluster and ANOVA results

	Cluster 1	Cluster 2	Cluster 3	Cluster 4	Anova F-test
Ethnocentric/certified	0.135^a	−0.236^b	0.099^a	0.007 ^ab	4.492	**
Quantity	0.056 ^abc	0.159 ^ab	−0.089 ^ac	−0.028 ^abc	2.259	*
Drivers	0.435^a	−0.066^b	−0.165^b	0.114 ^ab	8.628	***
WTP	−0.295^a	0.021 ^ab	0.211^b	−0.189 ^ab	9.063	***
Packaging	0.467^a	−0.018 ^ab	−0.084 ^ab	−0.042 ^ab	6.375	***
Sensorial	−0.160^a	−0.114^a	0.093^a	0.025^a	2.199	*
Marketing characteristics	0.298^a	0.187 ^ab	−0.142^c	−0.067 ^bc	6.451	***

	Cluster 1	Cluster 2	Cluster 3	Cluster 4	Anova F-test
Ethnocentric/certified	0.135^a	−0.236^b	0.099^a	0.007 ^ab	4.492	**
Quantity	0.056 ^abc	0.159 ^ab	−0.089 ^ac	−0.028 ^abc	2.259	*
Drivers	0.435^a	−0.066^b	−0.165^b	0.114 ^ab	8.628	***
WTP	−0.295^a	0.021 ^ab	0.211^b	−0.189 ^ab	9.063	***
Packaging	0.467^a	−0.018 ^ab	−0.084 ^ab	−0.042 ^ab	6.375	***
Sensorial	−0.160^a	−0.114^a	0.093^a	0.025^a	2.199	*
Marketing characteristics	0.298^a	0.187 ^ab	−0.142^c	−0.067 ^bc	6.451	***

Note(s): *, **, and *** denote respectively 10%, 5%, and 1% level of significance. WTP stands for Willingness to Pay. Based on posthoc Tukeys HSD test, the values with different superscript letters in a row are significantly different (p < 0.05)

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