An empirical analysis on technophobia/technophilia in consumer market segmentation

Agricultural and Food Economics

Table 3 Confidence vs. attributes for various product categories by product category: contingence table*

		Are they natural?		Are they safe?		Are they nutritious?		Are they gratifying?		Are they flavoursome?		Do they help the environment?
		No	Yes	No	Yes	No	Yes	No	Yes	No	Yes	No	Yes
Do you trust organic products?	No	74.1%	25.9%	75.9%	24.1%
	Yes	25.3%	74.7%	45.1%	54.9%
Do you trust short-chain products?	No	55.7%	44.3%	77.0%	23.0%							82.0%	18.0%
	Yes	43.9%	56.1%	62.6%	37.4%							65.6%	34.4%
Do you trust typical products?	No	77.8%	22.2%	77.8%	22.2%							77.8%	22.2%
	Yes	26.6%	73.4%	62.4%	37.6%							88.1%	11.9%
Do you trust frozen ready dishes?	No			79.8%	20.2%			65.1%	34.9%
	Yes			70.1%	29.9%			74.5%	25.5%
Do you trust diet products?	No	95.0%	5.0%	77.7%	22.3%	87.6%	12.4%
	Yes	88.9%	11.1%	54.9%	45.1%	77.1%	22.9%
Do you trust functional foods?	No	97.3%	2.7%	77.6%	22.4%	77.6%	22.4%			66.1%	33.9%
	Yes	89.5%	10.5%	41.9%	58.1%	55.2%	44.8%			86.6%	13.4%