ijfs12485-sup-0001-DataS1.docWord document42KData S1. Material and Methods.
ijfs12485-sup-0003-FigS1-S3.docWord document161K

Figure S1. Iced coffee consumption motivations expressed in percentage frequency with standard errors.

Figure S2. Average WTB value and standard errors on mock-up products varying in attributes a) Coffee type, b) Calories, c) Origin and d) Price for each of the four consumer segments.

Figure S3. PLS regression loadings plot of the main segment characteristics. LI, Latte/Italy; LN, Latte/Norway; EI, Espresso/Italy; EN, Espresso/Norway).

ijfs12485-sup-0002-TableS1-S2.docWord document44K

Table S1. Structure of PCA data matrix for willingness to buy (WTB).

Table S2. Structure of PLS-DA matrix for consumer segments description.

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