ROMANTIC RELATIONSHIPS AND CONSUMER BEHAVIOUR: HOW PARTNERS INFLUENCE EACH OTHER IN THEIR ATTITUDES AND PURCHASE INTENTIONS

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1 A Work Project, presented as part of the requirements for the Award of a Master Degree in

Management from the NOVA – School of Business and Economics.

ROMANTIC RELATIONSHIPS AND CONSUMER BEHAVIOUR: HOW

PARTNERS INFLUENCE EACH OTHER IN THEIR ATTITUDES AND

PURCHASE INTENTIONS

-

APPENDIX -

MIRJAM SUSANNE MERTEL – 25071

A Project carried out on the Master in Management Program, under the

supervision of:

Luis F. Martinez (Nova SBE) and Aristides I. Ferreira (ISCTE-IUL)

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2

List of Appendices

1. Survey... 4

1.1Questions ... 4

1.2 Composition of Questionnaires ... 14

2. Descriptive Statistics ... 16

2.1 Demographics ... 16

2.2 Frequency Tables Variables ... 18

3. Multivariate Analysis ... 50

3.1 Factor Analysis Group 1: Male Experiment Group Day 1 ... 50

3.2 Factor Analysis Group 1: Male Experiment Group Day 2 ... 58

3.3 Factor Analysis Group 1: Female Control Group Day 1 ... 63

3.4 Factor Analysis Group 1: Female Control Group Day 2 ... 70

3.5 Factor Analysis Group 2: Female Experiment Group Day 1 ... 79

3.6 Factor Analysis Group 2: Female Experiment Group Day 2 ... 87

3.7 Factor Analysis Group 2: Male Control Group Day 1 ... 92

3.8 Factor Analysis Group 2: Male Control Group Day 2 ... 99

4. Item Statistics ... 108

4.1 Ethical Minded Consumer Behaviour ... 108

4.2 Green Product Identification Ability ... 108

4.3 Health Consciousness ... 109

4.4 Health Risk Assessment ... 109

4.5 Attitude towards consuming a Food ... 109

4.6 Edibility of a product ... 110

4.7 Health Benefits of the Product ... 111

4.8Willingness to pay a Price Premium ... 112

5. Correations ... 114

5.1 Correlations Matrix Group 1 ... 114

5.2 Correlations Matrix Group 2 ... 121

6. Hypotheses Testing ... 127

6.1Hypothesis 1 ... 127

6.2 Hypothesis 2: ... 128

6.3 Hypothesis 3 ... 129

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3

Tables Index

Table 1 – Validity and Reliability Group 1 78

Table 2 – Validity and Reliability Group 2 107

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4

1. Survey

1.1 Questions

Introduction

Dear participant,

First, I would like to thank you for your participation in this Consumer Behaviour Study as part of my master thesis at the Nova School of Business andEconomics in Lisbon.

The study aims at measuring the interdependence of partners in a relationship concerning their consumer behaviour.

In order to track the couples’ influence on each other accordingly, please do not forget to indicate the three-digit couple code that has been sent to you via email in the corresponding field.

The questionnaire will be completely anonymous and the data will only be used for the purpose of this study.

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Part 1

Ethical Minded Consumer Behaviour Adapted from Sudbury-Riley & Cohabiter, 2016

Please indicate to which extend you agree with the statements below.

Strongly Agree Neither agree Somewhat Strongly Agree nor disagree disagree disagree

1 2 3 4 5

1. When there is a choice, I always choose the product that contributes to the least amount of environmental damage.

1 2 3 4 5 2. I have switched products for environmental reasons. 1 2 3 4 5 3. If I understand the potential damage to the environment that

some products can cause, I do not purchase those products.

1 2 3 4 5 4. I do not buy household products that harm the environment. 1 2 3 4 5 5. Whenever possible, I buy products packaged in reusable or

recyclable containers.

1 2 3 4 5 6. I make every effort to buy paper products (toilet paper,

tissues, etc.) made from recycled paper.

1 2 3 4 5 7. I will not buy a product if I know that the company that sells

it is socially irresponsible.

1 2 3 4 5 8. I do not buy products from companies that I know use

sweatshop labor, child labor, or other poor working conditions.

1 2 3 4 5

9. I have paid more for environmentally friendly products when there is a cheaper alternative.

1 2 3 4 5 10.I have paid more for socially responsible products when

there is a cheaper alternative.

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6

Part 2

Green Products Identification Ability Adapted from Gleam et al, 2013

1 2 3 4 5

1. I can recognize green products among other products. 1 2 3 4 5

2. I am aware of green products. 1 2 3 4 5

3. I can identify green products. 1 2 3 4 5

4. I do know the difference between green products and standard products.

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7

Part 3

Health Consciousness

Adapted from Haws and Winterich 2013

Strongly Agree Neither agree Somewhat Strongly

Agree nor disagree disagree disagree

1 2 3 4 5

1. I reflect about my health a lot. 1 2 3 4 5

2. I'm very self-conscious about my health. 1 2 3 4 5 3. I'm generally attentive to my inner feelings about my health. 1 2 3 4 5

4. I'm constantly examining my health. 1 2 3 4 5

5. I'm alert to changes in my health. 1 2 3 4 5

6. I'm usually aware of my health. 1 2 3 4 5

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Part 4

Health Risk Assessment

Adapted from Samper & Schwartz, 2013

How likely are you to have serious health problems in your lifetime?

Extremely Somewhat Neither likely Somewhat Extremely Likely Likely nor unlikely unlikely unlikely

1 2 3 4 5

How applicable is this issue to you?

Extremely Very Moderately Slightly Not at all Applicable applicable applicable applicable applicable 1 2 3 4 5

How serious a threat are serious health problems to you?

Extremely Serious Neither serious Not Definitely Serious nor unserious Serious not serious

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Part 5

Attitude towards Consuming the Food – Salmon Adapted from Haws & Winterich, 2013

2 2 3 4 5

1. Eating salmon would be pleasurable. 1 2 3 4 5

2. I would enjoy eating salmon. 1 2 3 4 5

3. Salmon would be satisfying. 1 2 3 4 5

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Part 6

Health Benefits of the Product – Long Term Adapted from Passover & Lee, 2013

While you were viewing the picture of salmon, please describe . . .

A great A lot A moderate A little None at all

deal amount

1 2 3 4 5

1. To what extent were your thoughts about the long-term benefits of consuming salmon?

1 2 3 4 5

2. To what extent were your thoughts about staying healthy in the long run?

1 2 3 4 5

3. To what extent were your thoughts about the long-reaching consequences of your diet?

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Part 7

Edibility of the Product

Adapted from Castro, Morales, & Knowles, 2013

How likely are you to ingest this product?

1 2 3 4 5

How likely are you to eat this product?

1 2 3 4 5

How edible is this product?

A great A lot A moderate A little Not at all

deal amount

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Part 8

Willingness to pay a Price Premium Adapted from False, Niemeyer, and Burton, 2012

The price of farmed salmon would have to go up quite a lot before I would

switch to wild salmon.

1 2 3 4 5

I am willing to pay ___% more for wild salmon over farmed salmon.

How much would be available to pay for each product in

€

_/kg?

Farmed Salmon

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Part 9

Stimulus

Director: Nicolas Daniel, Original length: 54 min, cut by Mirjam Mertel to 9 mins

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14

Part 10

Demographics

Your couple Code

Sex

Male Female

Age

18-24 25-34 35-44 45-54 55-64 65 – 74 74 and older

Employment

Employed full time

Employed part time

Unemployed looking for work Unemployed not looking for work Retired

Student Disabled

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15 1.2 Composition of Questionnaires

Scale Experiment Group Day I

Experiment Group Day II

Control Group Day 1 Control Group Day II Ethical Minded Consumer Behaviour

X X

Green Products Identification

Ability

X X X X

Health Consciousness

X X

Health Risk Assessment

X X X X

Attitude towards Consuming the

Food

X X X X

Health Benefits of the Product –

Long Term

X X X X

Edibility of the Product

X X X X

Willingness to pay a Price

Premium

X X X X

Stimulus X X

Health Benefits of the Product – Long Term II

X X

Health Risk Assessment II

X

Edibility of the Product II

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16 Willingness to

pay a Price Premium

X

Nr. Items 40 20 37 33

2. Descriptive Statistics

2.1 Demographics

Gender

Frequency Percent Cumulative Percent

Male 66 50 50

Female 66 50 100

Total 132 100 100

Distribution Groups

Number Couples

Group 1 (Male Experiment Group) 32

Group 2 (Female Experiment Group) 34

Age

18-24 58 43.9 43.9

25-34 41 31.1 75

35-44 14 10.6 85.6

45-54 5 3.8 89.4

55-64 7 5.3 94.7

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17 Employment

Employed full time 56 42.4 42.4

Employed part time 8 6.1 48.5

Unemployed looking for work

4 3 51.5

Unemployed not looking for work

0 0 51.5

Retired 5 3.8 55.3

Student

58 44 99.3

Disabled 1 0.7 100

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18

2.2 Frequency Tables Variables

Ethical Minded Consumer Behaviour - Male

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent

1 16.67 15.15 19.71 12.12 12.12 10.61 22.73 21.21 12.12 10.06 2 30.3 25.76 48.50 19.71 28.81 19.71 28.81 28.81 36.36 34.85 3 37.88 18.18 18.18 36.36 36.36 33.33 25.76 28.81 27.27 28.81 4 12.12 22.73 10.61 21.21 16.67 24.24 15.15 18.18 15.15 16.67 5 3.03 18.18 3.03 10.61 6.10 12.12 7.61 3.03 9.09 9.09 Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 N=66

1= strongly agree – 5= strongly disagree

1. When there is a choice, I always choose the product that contributes to the least amount of environmental damage. 2. I have switched products for environmental reasons.

3. If I understand the potential damage to the environment that some products can cause, I do not purchase those products. 4. I do not buy household products that harm the environment.

5. Whenever possible, I buy products packaged in reusable or recyclable containers.

6. I make every effort to buy paper products (toilet paper, tissues, etc.) made from recycled paper. 7. I will not buy a product if I know that the company that sells it is socially irresponsible.

8. I do not buy products from companies that I know use sweatshop labour, child labour, or other poor working conditions. 9. I have paid more for environmentally friendly products when there is a cheaper alternative.

10. I have paid more for socially responsible products when there is a cheaper alternative.

Ethical Minded Consumer Behaviour - Female

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

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19 1 9.09 3.03 15.15 0 13.64 7.61 15.15 15.15 16.71 13.64

2 42.42 37.91 50 25.76 45.45 28.81 24.24 39.39 40.91 34.85 3 22.73 25.81 22.73 25.76 13.64 27.27 39.39 15.15 18.18 24.24 4 22.73 22.73 12.12 42.42 24.24 27.27 16.71 27.27 13.64 16.71 5 3.03 10.60 3.03 6.06 3.03 9.09 4.55 3.03 10.61 10.60 Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 N=66

1. When there is a choice, I always choose the product that contributes to the least amount of environmental damage. 2. I have switched products for environmental reasons.

3. If I understand the potential damage to the environment that some products can cause, I do not purchase those products. 4. I do not buy household products that harm the environment.

5. Whenever possible, I buy products packaged in reusable or recyclable containers.

6. I make every effort to buy paper products (toilet paper, tissues, etc.) made from recycled paper. 7. I will not buy a product if I know that the company that sells it is socially irresponsible.

8. I do not buy products from companies that I know use sweatshop labour, child labour, or other poor working conditions. 9. I have paid more for environmentally friendly products when there is a cheaper alternative.

10. I have paid more for socially responsible products when there is a cheaper alternative.

Green Products Identification Ability – Male Experiment

Day I Day II

1. I can recognize green products among other products.

2. I am aware of green products.

3. I can identify green products .

1. I can recogniz e green products among other products .

2. I am aware of green products . 3. I can identif y green produc ts.

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20 Percent Percent Percent Percent Percent Percent Percent Percent

1 21.86 21.86 28.13 28.13 25 31.25 25 25

2 56.25 59.36 46.88 53.13 56.25 40.63 50 46.88

3 9.38 15.63 21.88 15.63 15.63 21.88 21.88 15.63

4 9.38 0 0 0 3.13 6,25 3.13 12.5

5 3.13 3.13 3.13 3.13 0 0 0 0

Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00

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21 Green Products Identification Ability – Female Control

2. I am aware of green products.

3. I can identify green products.

2. I am aware of green products . 3. I can identi fy green produ cts.

Percent Percent Percent Percent Percent Percent Percent Percent

1 18.75 28.13 28.31 25 25 34.38 31.25 31.25

2 46.88 43.75 37.5 53.13 59.41 46.88 46.88 53.13

3 18.75 15.63 21.86 9.38 6.25 9.38 9.38 6.25

4 15.63 6.06 12.5 12.5 6.25 6.25 6.25 6.25

5 0 0 0 0 3.13 3.13 3.13 3.13

Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00

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22 Green Products Identification Ability – Female Experiment

2. I am aware of green produc ts.

3. I can identify green products .

1 29.41 35.29 35.29 35.29 35.29 44.12 41.18 35.29

2 64.71 58.82 55.88 52.94 58.82 47.06 50 52.94

3 2.94 0 2.94 0 8.82 5.88 5.88 2.94

4 0 2.94 2.94 5.88 2.94 2.94 0 2.94

5 2.94 2.94 2.94 5.88 0 0 2.94 5.88

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23 Green Products Identification Ability – Male Control

2. I am aware of green product s. 3. I can identif y green produc ts.

1 14.71 20.59 20.59 23.53 29.41 35.29 32.35 32.35

2 44.12 55.89 52.94 41.18 44.12 47.1 47.1 47.06

3 20.59 11.76 14.71 23.53 17.65 11.76 5.88 8.82

4 20.59 11.76 14.71 8.82 8.82 5.88 14.71 11.76

5 0 0 0 2.94 0 0 0 0

Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00

Health Consciousness - Male 1. I reflect

about my health a lot.

2. I'm very self-conscious about my health.

3. I'm generally attentive to my inner feelings about my health.

4. I'm constantly examining my health.

5. I'm alert to changes in my health.

6. I'm usually aware of my health.

7. I'm aware of the state of my health as I go through the day.

Percent Percent Percent Percent Percent Percent Percent

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2 43.94 48.48 48.48 18.18 59.09 51.52 46.97

3 10.61 10.61 15.15 33.33 9.09 13.64 19.7

4 3.03 4.55 1.52 24.24 9.09 0 3.03

5 0 1.52 0 7.58 0 0 0

Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00

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25 Health Consciousness - Female

1. I reflect about my health a lot.

2. I'm very self-conscious about my health.

3. I'm generally attentive to my inner feelings about my health.

4. I'm constantly examining my health.

5. I'm alert to changes in my health.

6. I'm usually aware of my health.

7. I'm aware of the state of my health as I go through the day.

Percent Percent Percent Percent Percent Percent Percent

1 40.9 42.42 27.27 15.15 27.27 45.45 30.30

2 51.52 43.94 54.55 30.30 56.06 45.45 54.55

3 4.55 9.09 13.64 19.70 10.61 6.06 7.58

4 0 1.52 3.03 27.27 3.03 0 4.55

5 3.03 3.03 1.52 7.58 3.03 3.03 3.03

Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00

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26 Health Risk Assessment – Male Experiment Group

1. How likely are you to have serious health problems in your lifetime?

2. How applicable is this issue to you?

3. How serious a threat are serious health problems to you

Percent Percent Percent Percent Percent Percent

1 11.76 3.13 9.38 3.13 3.13 9.38

2 18.75 15.63 15.63 37.5 28.13 25

3 24.24 53.13 46.88 50 53.13 40.63

4 9.09 21.88 25 6.25 12.5 21.88

5 0 6.25 3.13 3.13 3.13 3.13

Total 100.00 100.00 100.00 100.00 100.00 100.00

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27 Health Risk Assessment – Female Control Group

1 3.13 0 9.38 9.38 3.13 9.38

2 21.88 15.63 31.25 18.75 12.5 6.25

3 34.38 50 34.38 43.75 62.5 53.13

4 21.88 21.88 12.5 21.88 15.63 25

5 18.75 12.5 12.5 6.25 6.25 6.25

Total 100.00 100.00 100.00 100.00 100.00 100.00

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28 Health Risk Assessment – Female Experiment Group

1 0 0 5.88 0 2.94 2.94

2 29.41 17.65 23.53 29.41 20.59 17.65

3 35.29 38.24 29.42 41.12 29.41 41.18

4 23.53 20.59 23.53 20.59 29.41 26.47

5 11.76 23.53 17.65 8.82 17.65 11.76

Total 100.00 100.00 100.00 100.00 100.00 100.00

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29 Health Risk Assessment – Male Control Group

1 0 0 14.71 2.94 5.88 11.76

2 20.59 11.76 14.71 14.71 8.82 14.71

3 32.35 50 29.41 38.24 50 38.24

4 32.35 23.53 35.29 26.47 26.47 29.41

5 14.71 14.71 5.88 17.65 8.82 5.88

Total 100.00 100.00 100.00 100.00 100.00 100.00

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30 Attitude towards consuming the food – salmon – Male Experiment Group

1. Eating salmon would be

pleasurable.

2. I would enjoy eating salmon.

3. Salmon would be satisfying.

4. Salmon would taste good.

1. Eating salmon would be pleasurable.

1 53.13 53.13 46.88 56.25 21.88 21.88 21.88 28.13

2 34.38 21.88 25 25 46.88 53.13 43.75 50

3 9.38 18.75 21.88 12.5 25 18.75 18.75 18.75

4 0 3.13 3.13 3.13 6.25 6.25 12.5 0

5 3.13 3.13 3.13 3.13 0 0 3.13 3.13

Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00

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31 Attitude towards consuming the food – salmon – Female Control Group

pleasurable.

1 56.25 56.25 46.88 50 50 53.13 46.88 50

2 18.75 18.75 28.13 31.25 21.88 18.75 21.88 25

3 15.63 15.63 9.38 9.38 18.75 15.63 21.88 12.5

4 9.38 9.38 15.63 9.38 3.13 6.25 3.13 6.25

5 0 0 0 0 6.25 6.25 6.25 6.25

Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00

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32 Attitude towards consuming the food – salmon – Female Experiment Group

pleasurable.

1 50.0 50.0 44.1 47.1 35.3 35.3 32.4 47.1

2 26.5 23.5 23.5 29.4 35.3 35.3 32.4 23.5

3 5.9 8.8 14.7 8.8 14.7 11.8 17.6 20.6

4 14.7 14.7 14.7 11.8 11.8 11.8 14.7 5.9

5 2.9 2.9 2.9 2.9 2.9 5.9 2.9 2.9

Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00

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33 Attitude towards consuming the food – salmon – Male Control Group

pleasurable.

1 47.1 44.1 38.2 38.2 35.3 38.2 38.2 44.1

2 23.5 26.5 26.5 35.3 32.4 26.5 23.5 32.3

3 11.8 11.8 11.8 8.8 20.6 20.6 23.5 8.8

4 8.8 5.9 11.8 8.8 5.9 5.9 5.9 5.9

5 8.8 11.8 11.8 8.8 5.9 8.8 8.8 8.8

Total 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00

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34 Health Benefits of the Product - Long Term – Male Experiment Group

Day I Day II

1. To what extent were your thoughts about the long-term benefits of

consuming salmon?

3. To what extent were your thoughts about the long-reaching

consequences of your diet?

consuming salmon?

2. To what extent were your

thoughts about staying healthy in the long run?

1 6.25 6.25 6.25 9.38 15.63 12.5

2 21.88 34.38 28.13 31.25 46.88 34.38

3 28.13 34.38 40.63 34.38 21.88 34.38

4 25 12.5 15.63 21.88 12.5 18.75

5 18.75 12.5 9.38 3.13 3.13 0

Total 100.00 100.00 100.00 100.00 100.00 100.00

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35 Health Benefits of the Product - Long Term – Female Control Group

Day I Day II

consuming salmon?

1 15.63 25 21.88 21.88 25 12.5

2 21.88 31.25 40.63 15.63 31.25 50

3 18.75 25 15.63 31.25 18.75 25

4 25 6.25 6.25 15.63 18.75 0

5 18.75 12.5 15.63 15.63 6.25 12.5

Total 100.00 100.00 100.00 100.00 100.00 100.00

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36 Health Benefits of the Product - Long Term – Female Experiment Group

Day I Day II

consuming salmon?

1 29.4 14.7 26.5 11.8 20.6 17.6

2 14.7 20.6 17.6 20.6 29.4 32.4

3 26.4 17.6 26.5 32.4 26.5 41.2

4 17.6 32.4 17.6 20.6 14.7 8.8

5 11.8 14.7 11.8 14.7 8.8 0

Total 100.00 100.00 100.00 100.00 100.00 100.00

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37 Health Benefits of the Product - Long Term – Male Control Group

Day I Day II

consuming salmon?

1 20.6 23.5 20.6 14.7 20.6 17.6

2 20.6 23.5 26.5 14.7 26.5 32.4

3 5.9 26.5 29.4 44.1 44.1 41.2

4 29.4 11.8 14.7 8.8 5.9 8.8

5 23.5 14.7 8.8 17.6 2.9 0

Total 100.00 100.00 100.00 100.00 100.00 100.00

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38 Edibility of the Product – Male Experiment Group

1. How likely are you to ingest this product?

2. How likely are you to eat this product?

3. How edible is this product?

1 31.25 31.25 43.75 9.38 12.5 6.25

2 50 59.38 34.38 53.13 53.13 34.38

3 12.5 3.13 15.63 18.75 9.38 21.88

4 0 0 3.13 12.5 15.63 21.88

5 6.25 6.25 3.13 6.25 9.38 15.63

Total 100.00 100.00 100.00 100.00 100.00 100.00

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39 Edibility of the Product – Female Control Group

1 37.5 43.75 31.25 28.13 34.38 34.38

2 40.63 37.5 31.25 46.88 34.38 31.25

3 18.75 15.63 34.38 18.75 18.75 25

4 3.13 3.13 3.13 3.13 9.38 6.25

5 0 0 0 3.13 3.13 3.13

Total 100.00 100.00 100.00 100.00 100.00 100.00

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40 Edibility of the Product – Female Experiment Group

1 44.1 41.2 52.9 23.5 20.6 29.4

2 26.5 35.3 23.5 38.2 44.1 44.1

3 11.8 5.9 11.8 14.7 11.8 8.8

4 14.7 14.7 8.8 14.7 17.6 11.8

5 2.9 2.9 2.9 8.8 5.9 5.9

Total 100.0 100.00 100.00 100.00 100.00 100.00

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41 Edibility of the Product – Male Control Group

1 32.4 29.4 35.3 29.4 32.4 32.4

2 35.3 44.1 35.3 35.3 29.4 29.4

3 11.8 8.8 17.6 11.8 23.5 23.5

4 11.8 8.8 5.9 14.7 5.9 5.9

5 8.8 8.8 5.9 8.8 8.8 8.8

Total 100.00 100.00 100.00 100.00 100.00 100.00

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42 Willingness to pay a Price Premium

Willingness to pay a Price Premium 1 – Group 1 (Male Experiment – Female Control) “I am willing to pay more for wild salmon than for farmed salmon.“

Male Experiment Group Day I

Male Experiment Group Day II

Female Control Group Day I

Female Control Group Day II

Female Control Group after watching Video

Percent Percent Percent Percent Percent

1 25 34.38 9.38 28.13 53.13

2 46.88 46.88 59.38 37.5 25

3 18.75 12.5 28.13 21.88 18.75

4 6.25 6.25 0 9.38 0

5 3.13 0 3.13 3.13 3.13

Total 100.00 100.00 100.00 100.00 100.00

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43 Willingness to pay a Price Premium 1 – Group 2 (Female Experiment – Male Control)

“I am willing to pay more for wild salmon than for farmed salmon “

Female Experiment Group Day I

Female Experiment Group Day II

Male Control Group Day I

Male Control Group Day II

Male Control Group after watching Video

1 23.5 32.4 20.6 20.6 38.2

2 29.4 44.1 35.5 41.1 35.3

3 14.7 14.7 20.6 11.8 17.6

4 23.5 5.9 17.6 14.7 2.9

5 8.8 2.9 5.9 11.8 5.9

Total 100.00 100.00 100.00 100.00 100.00

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44 Willingness to pay a Price Premium 2 – Group 1 (Male Experiment – Female Control)

“I am willing to pay ___% more for wild salmon over farmed salmon.“

0 – 20 % 56.3 40.6 56.3 46.9 31.3

20 – 30 % 18.7 12.5 31.2 25 6.2

30 – 50% 18.8 40.7 12.5 28.1 50

50 – 80% 3.1 0 0 0 9.4

80 – 200% 3.1 6.2 0 0 3.1

Total 100.00 100.00 100.00 100.00 100.00

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“I am willing to pay ___% more for wild salmon over farmed salmon.“

Female Experiment Group Day I

0 – 20 % 61.8 52.9 61.8 50.0 41.2

20 – 30 % 11.7 17.7 17.6 23.5 17.6

30 – 50% 14.7 14.7 17.6 20.6 14.8

50 – 80% 5.9 5.9 14.7 0 17.6

80 – 200% 5.9 5.9 2.9 5.9 8.8

Total 100.00 100.00 100.00 100.00 100.00

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“How much would be available to pay for each product in €_/kg?”

Farmed Salmon

0 – 5 9.4 9.4 3.1 12.5 15.6

5 – 10 46.9 43.7 40.7 46.9 46.9

10 – 15 28.1 31.3 37.5 31.2 25

15 – 20 6.2 6.2 9.3 0 0

20 - >20 9.4 9.4 9.4 9.4 12.5

Total 100.00 100.00 100.00 100.00 100.00

(47)

Wild Salmon

0 – 5 0 0 3.1 3.1 3.1

5 – 10 18.8 25.0 25 18.8 18.8

10 – 15 34.3 28.1 21.9 28.1 28.1

15 – 20 28.2 28.2 31.3 34.4 31.3

20 - >20 18.7 18.7 18.7 15.6 18.7

Total 100.00 100.00 100.00 100.00 100.00

(48)

Farmed Salmon

Female

Experiment Group Day I

0 – 5 17.6 20.6 23.5 23.5 29.4

5 – 10 50.0 61.8 35.3 26.5 44.1

10 – 15 17.6 5.9 23.5 29.4 11.8

15 – 20 8.8 5.9 11.7 11.8 8.8

20 - >20 5.9 5.9 5.9 8.8 5.9

Total 100.00 100.00 100.00 100.00 100.00

(49)

Wild Salmon

Female

Experiment Group Day I

0 – 5 2.9 5.9 11.8 8.8 5.9

5 – 10 32.4 26.5 29.4 23.6 20.9

10 – 15 26.5 29.4 23.5 20.5 17.6

15 – 20 23.5 23.5 17.7 26.5 23.5

20 - >20 14.7 14.7 17.7 20.6 32.4

Total 100.00 100.00 100.00 100.00 100.00

(50)

50

3. Multivariate Analysis

3.1 Factor Analysis Group 1: Male Experiment Group Day 1

Factor Analysis of Ethical Consumer Behaviour Male Experiment Day 1

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Component Total % of Variance Cumulative % Total % of Variance Cumulative %

1 4.701 47.008 47.008 4.701 47.008 47.008

2 1.532 15.32 62.328 1.532 15.32 62.328

3 0.972 9.721 72.049

4 0.748 7.483 79.532

5 0.618 6.18 85.712

6 0.432 4.317 90.029

7 0.423 4.23 94.26

8 0.287 2.865 97.125

9 0.194 1.936 99.061

10 0.094 0.939 100

Extraction Method: Principal Component Analysis.

Reliability Statistics

Cronbach's Alpha N of Items

0.865 10

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy. 0.758

Bartlett's Test of Sphericity Approx. Chi-Square 155.175

df 45

(51)

51

Factor Analysis of Green Products Identification Ability Male Experiment Day 1

1 2.68 66.996 66.996 2.68 66.996 66.996

2 0.79 19.742 86.737

3 0.381 9.516 96.253

4 0.15 3.747 100

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.697 Bartlett's Test of Sphericity Approx. Chi-Square 60.961

df 6

Sig. 0

(52)

52

Factor Analysis of Health Consciousness Male Experiment Day 1

Initial Eigenvalues Extraction Sums of Squared Loadings

Component Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.884 41.195 41.195 2.884 41.195 41.195

2 1.163 16.621 57.816 1.163 16.621 57.816

3 0,89 12.717 70.533

4 0,8 11.434 81.967

5 0.534 7.624 89.591

6 0.491 7.016 96.608

7 0.237 3.392 100

a When components are correlated, sums of squared loadings cannot be added to obtain a total variance.

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.599

df 21

Sig. 0

(53)

53

Factor Analysis of Health Risk Assessment Male Experiment Day 1

1 1.904 63.477 63.477 1.904 63.477 63.477

2 0.73 24.322 87.799

3 0.366 12.201 100

df 3

Sig. 0

(54)

54

Factor Analysis of Attitude towards consuming the food Male Experiment Day 1

1 3.34 83.503 83.503 3,34 83.503 83.503

2 0.351 8.764 92.267

3 0.236 5.893 98.16

4 0.074 1.84 100

df 6

Sig. 0

(55)

55

Factor Analysis of Edibility of the food Male Experiment Day 1

1 1.968 65.601 65.601 1,968 65.601 65.601

2 0.989 32.982 98.583

3 0.043 1.417 100

df 3

Sig. 0

(56)

56

Factor Analysis of Health Benefits of the Product

1 2.413 80.449 80.449 2,413 80.449 80.449

2 0.331 11.044 91.493

3 0.255 8.507 100

df 3

Sig. 0

(57)

57

Factor Analysis of Health Benefits of the Product (after exposure so stimulus)

1 2.317 77.237 77.237 2.317 77.237 77.237

2 0.459 15.311 92.548

3 0.224 7.452 100

df 3

Sig. 0

(58)

58

3.2 Factor Analysis Group 1: Male Experiment Group Day 2

Factor Analysis of Green Products Identification Ability

1 3.002 75.061 75.061 3.002 75.061 75.061

2 0.536 13.393 88.455

3 0.313 7.835 96.29

4 0.148 3.71 100

df 6

Sig. 0

(59)

59

Factor Analysis of Health Risk Assessment

1 1,963 65.447 65.447 1.963 65.447 65.447

2 0.69 23.014 88.461

3 0.346 11.539 100

df 3

Sig. 0

(60)

60

Factor Analysis of Attitude towards consuming the food

Initial Eigenvalues Extraction Sums of Squared Loadings Component Total % of Variance Cumulative % Total % of Variance

Cumulative %

1 2.568 64.189 64.189 2.568 64.189 64.189

2 0.697 17.435 81.624

3 0.404 10.111 91.735

4 0.331 8.265 100

df 6

Sig. 0

(61)

61

Factor Analysis of Edibility of the food

1 2.484 82.814 82.814 2.484 82.814 82.814

2 0.409 13.65 96.464

3 0.106 3.536 100

df 3

Sig. 0

(62)

62

1 2.361 78.687 78.687 2.361 78.687 78.687

2 0.468 15.584 94.27

3 0.172 5.73 100

df 3

Sig. 0

(63)

63

3.3 Factor Analysis Group 1: Female Control Group Day 1

Factor Analysis of Ethical Consumer Behaviour

df 45

Sig. 0.001

0.715 10

Initial Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadingsa

Component Total

% of Variance

Cumulative

% Total

% of Variance

Cumulative

% Total

1 2.985 29.847 29.847 2.985 29.847 29.847 2,495

2 1.626 16.262 46.109 1.626 16.262 46.109 2,038

3 1.466 14.659 60.768 1.466 14.659 60.768 1,685

4 1.074 10.736 71.505 1.074 10.736 71.505 1,334

5 0.788 7.884 79.388

6 0.606 6.055 85.443

7 0.562 5.615 91.059

8 0.348 3.484 94.543

9 0.292 2.918 97.461

(64)

64

Factor Analysis of Green Products Identification Ability

Initial Eigenvalues

Component Total % of Variance Cumulative % Total % of Variance

Cumulative %

1 2.979 74.48 74.48 2.979 74.48 74.48

2 0.526 13.151 87.632

3 0.37 9.248 96.879

4 0.125 3.121 100

df 6

Sig. 0

(65)

65

Factor Analysis of Health Consciousness

1 4.386 62.655 62.655 4.386 62.655 62.655

2 0.794 11.337 73.992

3 0.572 8.172 82.164

4 0.496 7.088 89.252

5 0.391 5.592 94.845

6 0.221 3.155 98

7 0.14 2 100

df 21

Sig. 0

(66)

66

Factor Analysis of Health Risk Assessment

1 2.086 69.521 69.521 2.086 69.521 69.521

2 0.696 23.193 92.714

3 0.219 7.286 100

df 3

Sig. 0

Cronbach's

Alpha N of Items

(67)

67

Factor Analysis of Attitude Towards Consuming the Food

1 3.546 88.66 88.66 3.546 88.66 88.66

2 0.257 6.427 95.086

3 0.177 4.43 99.516

4 0.019 0.484 100

df 6

Sig. 0

(68)

68

Initial Eigenvalues

Cumulative %

1 2.536 84.53 84.53 2.536 84,53 84,53

2 0.334 11.117 95.646

3 0.131 4.354 100

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy. 0.712

df 3

Sig. 0

(69)

69

Factor Analysis of Edibility of the Food

df 3

Sig. 0

0.823 3

Cumulative %

1 2.245 74.847 74.847 2.245 74.847 74,847

2 0.607 20.235 95.083

3 0.148 4.917 100

(70)

70

3.4 Factor Analysis Group 1: Female Control Group Day 2

Factor Analysis Green Products Identification Ability

1 3.616 90.39 90.39 3.616 90.39 90.39

2 0.176 4.405 94.795

3 0.119 2.984 97.779

4 0.089 2.221 100

df 6

Sig. 0

(71)

71

Factor Analysis Health Risk Assessment

1 2.13 71.002 71.002 2.13 71.002 71.002

2 0.516 17.203 88.205

3 0.354 11.795 100

df 3

Sig. 0

(72)

72

Factor Analysis Attitude towards Consuming the Food

1 3.827 95.677 95.677 3.827 95.677 95.677

2 0.117 2.915 98.591

3 0.042 1.061 99.652

4 0.014 0.348 100

df 6

Sig. 0

(73)

73

Factor Analysis Health Benefits of the Product

1 2.144 71.454 71.454 2.144 71.454 71.454

2 0.582 19.413 90.867

3 0.274 9.133 100

df 3

Sig. 0

(74)

74

Factor Analysis Edibility of the Product

1 2.673 89.092 89.092 2.673 89.092 89.092

2 0.213 7.11 96.202

3 0.114 3.798 100

df 3

Sig. 0

(75)

75

Factor Analysis Health Benefits of the Product (after watching video)

1 2.111 70.376 70.376 2.111 70.376 70.376

2 0.684 22.794 93.171

3 0.205 6.829 100

df 3

Sig. 0

(76)

76

Factor Analysis Health Risk Assessment (after watching video)

1 2.217 73.888 73.888 2,217 73.888 73.888

2 0.597 19.902 93.79

3 0.186 6.21 100

df 3

Sig. 0

(77)

77

Factor Analysis Edibility Product (after watching video)

1 2.442 81.395 81.395 2.442 81.395 81.395

2 0.423 14.1 95.495

3 0.135 4.505 100

df 3

Sig. 0

(78)

78

Overview reliability and validity Group 1

Scale Day Gender

Cronbach's

alpha KMO Significance value

EMCB 1 Male 0.865 0.758 p < 0.001

1 Female 0.715 0.617 p < 0.001

GPI 1 Male 0.827 0.697 p < 0.001

2 Male 0.878 0.798 p < 0.001

1 Female 0.884 0.685 p < 0.001

2 Female 0.964 0.872 p < 0.001

HC 1 Male 0.738 0.599 p < 0.001

1 Female 0.890 0.801 p < 0.001

HRA 1 Male 0.706 0.586 p < 0.001

2 Male 0.721 0.601 p < 0.001

1 Female 0.755 0.533 p < 0.001

2 Female 0.786 0.689 p < 0.001

ATCF 1 Male 0.932 0.752 p < 0.001

2 Male 0.811 0.746 p < 0.001

1 Female 0.956 0.686 p < 0.001

2 Female 0.985 0.828 p < 0.001

HBP 1 Male 0.876 0.739 p < 0.001

2 Male 0.861 0.675 p < 0.001

1 Female 0.907 0.712 p < 0.001

2 Female 0.790 0.634 p < 0.001

EP 1 Male 0.633 0.493 p < 0.001

2 Male 0.890 0.687 p < 0.001

1 Female 0.823 0.614 p < 0.001

2 Female 0.937 0.746 p < 0.001

IIHBP 1 Male 0.838 0.692 p < 0.001

2 Female 0.773 0.616 p < 0.001

IIHRA 2 Female 0.816 0.634 p < 0.001

IIEP 2 Female 0.883 0.672 p < 0.001

N = 32

KMO: 0.5 - 0.7 mediocre

KMO: 0.7 - 0.8 good

KMO: 0.8 - 0.9 great

Sig. Value < 0.05

(79)

79

3.5 Factor Analysis Group 2: Female Experiment Group Day 1

Factor Analysis Ethical Minded Consumer Behaviour

1 4.439 44.394 44.394 4.439 44.394 44.394

2 1.395 13.951 58.345 1.395 13.951 58.345

3 1.117 11.17 69.514 1.117 11.17 69.514

4 0.843 8.426 77.94

5 0.574 5.735 83.675

6 0.503 5.027 88.702

7 0.407 4.068 92.771

8 0.37 3.699 96.47

9 0.202 2.022 98.492

10 0.151 1.508 100

df 45

Sig. 0

(80)

80

Factor Analysis Green Products Identification Ability

1 3.159 78.981 78.981 3.159 78.981 78.981

2 0.475 11.865 90.846

3 0.259 6.477 97.323

4 0.107 2.677 100

df 6

Sig. 0

(81)

81

Factor Analysis Health Consciousness

1 2.949 42.135 42.135 2.949 42.135 42.135

2 1.206 17.234 59.368 1.206 17.234 59.368

3 1.05 14.999 74.367 1.05 14.999 74.367

4 0.911 13.008 87.375

5 0.362 5.178 92.553

6 0.318 4.541 97.094

7 0.203 2.906 100

df 21

Sig. 0

(82)

82

Factor Analysis Health Risk Assesment

Initial Eigenvalues

Component Total % of Variance

Cumulative

% Total

% of Variance

Cumulative %

1 2.352 78.408 78.408 2.352 78.408 78.408

2 0.359 11.982 90.389

3 0.288 9.611 100

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.733 Bartlett's Test of

Sphericity Approx. Chi-Square 43.992

df 3

Sig. 0

(83)

83

Factor Analysis Attitude Towards Consuming the Food

1 3.695 92.369 92.369 3,695 92.369 92.369

2 0.14 3.507 95.876

3 0.103 2.565 98.441

4 0.062 1.559 100

df 6

Sig. 0