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Table 2 Descriptive socio-demographic representation of the data sample.

From: Can new healthy luxury food products accelerate short food supply chain formation via social media marketing in high-income countries?

 

Sample1

German population2

Gender [%]

 

Female: 51.2

Female: 50.7

 

Male: 48.8

Male: 49.3

Age Ø [%]

18–24 years

9.2

7.58

25–34 years

15.8

12.81

35–44 years

15.6

12.36

45–59 years

22.1

22.68

60 years and older

37.3

28.76

Federal state [%]7

Schleswig–Holstein

2.7

3.5

Hamburg

3.4

2.2

Bremen

0.9

0.8

Lower-Saxony

10.0

9.6

Mecklenburg-Vorpommern

1.9

1.9

Berlin

6.2

4.4

Brandenburg

3.0

3.0

Saxony-Anhalt

1.7

2.7

Saxony

6.0

4.9

Thuringia

2.6

2.6

Bavaria

16.6

15.8

Baden-Wuertemberg

9.5

13.3

North Rhine-Westphalia

17.5

21.6

Hessen

10.5

7.5

Rhineland-Palatinate

6.0

4.9

Saarland

1.4

1.2

Income household after taxes [%]

 

Under €900: 18.5

Less than €900: 7.9

 

€900 to 1499: 19.5

€901–1500: 16.5

 

€1500 to 1999: 17.9

€1501–2000: 14.9

 

€2000 to 2499: 16.9

€2001–2600: 15.7

 

€2500 to 2999: 9.9

€2600–3200: 11.6

 

€3000 to 3499: 7.6

€3200 and more: 33.4

 

€3500 and more: 9.6

 

Education

Lower

18.2

35.0

Middle

36.3

31.1

Higher

45.5

33.88

Health [%]

Smoking cigarettes

19.2

17,53

Sport activity

57.2

56.95

Fruit consumption [%]

Daily

34.6

20.02

Multiple times per week

11.0

33.19

Once per week

18.5

7.57

Repeatedly within one month (but not every week)

14.1

7.19

Approximately once a month

12.8

0.73

Less than once a moth

1.4

1.33

Never

7.6

0.26

Internet affinity4

Ø minutes online per day

191,28

196

Ø minutes on social media per day

41.5

79

  1. 1Data sample (N = 697)
  2. 2Values based on BMWi (2018); Frees and Koch (2019); Grobecker et al. (2018); Rabe (2021); Statistisches Bundesamt (2019, 2020, 2021); Techniker Krankenkasse (2019); WHO (2015)
  3. 3Lower education: no school leaving certificate/lower secondary school/primary school; middle education: secondary school, polytechnic school, master school; higher education: grammar school, university (the highest achieved, level of education had to be indicated)
  4. 4Corrected for unrealistic outliers
  5. 5Includes at least once per week
  6. 6Includes consumption of up to once per week