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Characteristics Frequency Percent Gender Male 10 9.5% Female 95 90.5% Age (years) 18−20 77 73.3% 21−23 26 24.8% 24−26 1 1.0% 30 or older 1 1.0% Ethnicity White/Caucasian 85 81.0% African American 6 5.7% Hispanic 6 5.7% Asian 2 1.9% Native American 1 1.0% Other 5 4.8% Class Freshman 9 8.6% Sophomore 38 36.2% Junior 36 34.3% Senior 20 19.0% Graduate 2 1.9% Household spending (USD) < ${\$} $ 13 12.4% ${\$} $ ${\$} $ 59 56.2% ${\$} $ ${\$} $ 12 11.4% ${\$} $ ${\$} $ 11 10.5% ${\$} $ ${\$} $ 5 4.8% > ${\$} $ 5 4.8% Table 1.
Demographic characteristics of respondents (N = 105).
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Variable Item Min. Max. Mean Cronbach's alpha Sensory quality After 'empty' V-type starch deodorization, the product will smell nice. 2.00 5.00 3.74 0.765 After 'empty' V-type starch deodorization, the product will have a pleasant texture. 2.00 5.00 3.77 After 'empty' V-type starch deodorization, the product will taste good. 2.00 5.00 3.84 Overall mean 3.78 Healthiness The healthiness of food has little impact on my food choices (Recoded). 1.00 5.00 4.03 0.737 I am very particular about the healthiness of the food I eat. 2.00 5.00 3.56 I eat what I like and I do not worry much about the healthiness of food (Recoded). 1.00 5.00 3.49 Overall mean 3.69 Price When it comes to choosing food items, I rely heavily on price. 1.00 5.00 3.25 0.834 I am a price-conscious shopper. 1.00 5.00 3.68 I buy the lowest priced items that will suit my needs. 1.00 5.00 3.06 Overall mean 3.33 Environmental concern It is important to me that the products I use don't harm the environment. 1.00 5.00 3.44 0.897 I consider the potential environmental impact of my actions when making many of my consumption decisions. 1.00 5.00 3.11 I am concerned about wasting the resources of our planet. 1.00 5.00 3.75 I would describe myself as environmentally responsible. 1.00 5.00 3.36 I am willing to be inconvenienced in order to take environmentally sustainable actions. 1.00 5.00 3.27 Overall mean 3.39 Food safety Food safety is an important issue to me. 2.00 5.00 4.18 0.773 I think more classes and seminars about food safety should be available for consumers. 1.00 5.00 4.05 I believe that my decisions and actions impact my risk for foodborne illness. 2.00 5.00 4.09 Overall mean 4.11 Purchase intention I am willing to purchase deodorized soy milk from now on, instead of the soy milk I usually purchase. 1.00 5.00 3.66 0.896 I expect to purchase this soy milk deodorized by 'empty' V-type starch. 1.00 5.00 3.31 I want to purchase this soy milk deodorized by 'empty' V-type starch. 1.00 5.00 3.60 I intend to purchase this soy milk deodorized by 'empty' V-type starch. 1.00 5.00 3.41 Overall mean 3.50 Table 2.
Descriptive statistics.
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Correlations SQ1 SQ2 SQ3 HS4 HS5 HS6 Price7 Price8 Price9 EC10 EC11 EC12 EC13 EC14 FS15 FS16 FS17 SQ1 1 0.515** 0.526** –0.055 0.186* 0.019 0.042 0.116 0.183* 0.190* 0.247** 0.103 0.230** 0.225* 0.265** 0.250** 0.236** SQ2 0.515** 1 0.529** –0.054 0.039 –0.116 0.029 0.049 0.186* 0.100 0.121 0.078 0.166* 0.148 0.199* 0.158 0.160 SQ3 0.526** 0.529** 1 0.037 0.182* 0.076 –0.078 0.132 0.035 0.202* 0.213* 0.096 0.065 0.137 0.370** 0.298** 0.298** HS4 –0.055 –0.054 0.037 1 0.390** 0.603** 0.003 0.059 0.019 0.008 0.033 0.009 0.026 –0.080 0.058 0.059 –0.129 HS5 0.186* 0.039 0.182* 0.390** 1 0.455** –.201* –0.139 –0.143 0.073 0.111 0.019 0.127 0.044 0.120 0.063 0.030 HS6 0.019 –0.116 0.076 0.603** 0.455** 1 –0.053 0.123 0.050 0.008 0.062 0.067 0.020 –0.143 0.094 0.053 0.040 Price7 0.042 0.029 –0.078 0.003 –.201* –0.053 1 0.673** 0.618** 0.150 0.135 0.128 0.032 0.128 –0.041 –0.101 –0.089 Price8 0.116 0.049 0.132 0.059 –0.139 0.123 0.673** 1 0.610** 0.146 0.114 0.156 0.067 0.131 0.050 –0.005 0.057 Price9 0.183* 0.186* 0.035 0.019 –0.143 0.050 0.618** 0.610** 1 0.128 0.042 0.082 0.030 0.126 0.039 0.033 0.056 EC10 0.190* 0.100 0.202* 0.008 0.073 0.008 0.150 0.146 0.128 1 0.809** 0.708** 0.590** 0.651** 0.311** 0.228** 0.045 EC11 0.247** 0.121 0.213* 0.033 0.111 0.062 0.135 0.114 0.042 0.809** 1 0.693** 0.631** 0.584** 0.352** 0.271** 0.135 EC12 0.103 0.078 0.096 0.009 0.019 0.067 0.128 0.156 0.082 0.708** 0.693** 1 0.663** 0.490** 0.268** 0.266** 0.063 EC13 0.230** 0.166* 0.065 0.026 0.127 0.020 0.032 0.067 0.030 0.590** 0.631** 0.663** 1 0.495** 0.267** 0.245** 0.045 EC14 0.225* 0.148 0.137 –0.080 0.044 –0.143 0.128 0.131 0.126 0.651** 0.584** 0.490** 0.495** 1 0.217* 0.127 –0.058 FS15 0.265** 0.199* 0.370** 0.058 0.120 0.094 –0.041 0.050 0.039 0.311** 0.352** 0.268** 0.267** 0.217* 1 0.683** 0.397** FS16 0.250** 0.158 0.298** 0.059 0.063 0.053 –0.101 –0.005 0.033 0.228** 0.271** 0.266** 0.245** 0.127 0.683** 1 0.516** FS17 0.236** 0.160 0.298** –0.129 0.030 0.040 –0.089 0.057 0.056 0.045 0.135 0.063 0.045 –0.058 0.397** 0.516** 1 SQ: Sensory Quality; HS: Healthiness; EC: Environmental Concern; FS: Food Safety. * p < 0.05, ** p < 0.01. Table 3.
Convergent validity.
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Average Variance
Extracted (AVE)Composite
Reliability (CR)Sensory quality 0.682 0.866 Healthiness 0.657 0.851 Price 0.756 0.903 Environmental concern 0.708 0.923 Food safety 0.691 0.870 Purchase intention 0.763 0.928 Table 4.
Discriminant validity and reliability.
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Variable 1 2 3 4 5 6 1. Sensory quality 1.000 2. Healthiness 0.055 1.000 3. Price 0.108 –0.045 1.000 4. Environmental concern 0.220* 0.040 0.145 1.000 5. Food safety 0.364** 0.063 0.001 0.266** 1.000 6. Purchase intention 0.486** 0.055 0.170 0.329** 0.308** 1.000 Pearson correlation test, * p < 0.05, ** p < 0.01. Table 5.
Correlations among variables.
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Variable β-Coefficient p–value Gender 0.585 0.020* Age 0.050 0.759 School year –0.063 0.540 Ethnicity 0.077 0.196 Household spending –0.052 0.391 Constant 2.498 < 0.001** Regression analysis, * p < 0.05, ** p < 0.01. Table 6.
Relationships between purchase intention and demographic characteristics.
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Variable β-Coefficient p–value Sensory quality 0.511 < 0.01** Healthiness 0.025 0.781 Price 0.088 0.242 Environmental concern 0.204 0.027* Food safety 0.145 0.228 Constant –0.106 0.871 Regression analysis, * p < 0.05, ** p < 0.01. Table 7.
Relationships between purchase intention and examined factors.
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