Table 3 Description of factors measured through Likert scales: health consciousness, perceived health benefits, and trust

 Health consciousness (HC)

5.22^a

1.10

0.857

  I think of myself as a health-conscious consumer.

5.06

1.33

  I use to eat healthy food.

5.55

1.19

  Compared to others my age, I am in better health.

5.06

1.23

 Perceived health benefits (HEAL)

5.54^a

0.97

0.822

  It is possible to reduce health risks by consuming at least five FV portions/day.

5.41

1.24

  I think that the consumption of at least five FV portions/day represents a healthy behaviour.

5.83

1.00

  By eating at least five FV portions/day, I can be less exposed to the risk of new diseases.

5.38

1.13

 Trust (TRU)

5.56^a

0.97

0.793

  I trust when the media (TV, internet, newspapers and magazines, radio, etc.) claim that consuming at least five FV’s portion/day reduces risks to human health.

5.03

1.44

  I trust when the authorities responsible for public health (doctors, National Ministry of Health, WHO, consumer health organizations, etc.) argue that consuming at least five FV’s portion/day reduces risks to human health.

5.85

1.00

  I trust when the results of the research (universities, foundations, etc.) demonstrate that the consumption of at least five FV’s portion/day reduces risks to human health.

5.80

1.02

 Attitude toward eating five portions of fruit and vegetable per day (ATT)

5.99^a

0.97

0.935

  The consumption of at least five FV’s portion/day is bad/good to me.

6.03

0.07

  The consumption of at least five FV’s portion/day is negative/positive to me.

6.16

1.00

  The consumption of at least five FV’s portion/day is unfavourable/favourable to me.

6.02

1.04