FRL Dimension

t value

p value

Involvement of CML(O )

5-CL

6-CL

7-CL

8-CL

Freshness^a

1.35

0.18

O

O

Health^a

0.68

0.50

O

O

Novelty^a

−1.61

0.11

O

O

Organic products^a

1.14

0.25

O

O

O

Price/quality relation^a

1.06

0.29

O

O

Taste

−0.51

0.61

O

O

Security^b

−3.81

<0.001

O

Self-fulfillment in food

−1.77

0.08

O

O

Social relationships^b

−2.58

<0.05

O

Convenience

−1.58

0.12

O

O

O

Interest in cooking^b

−2.50

<0.05

O

Looking for new ways^a

0.35

0.73

O

O

Planning^a

−0.08

0.94

O

O

O

Whole family

−7.28

<0.001

O

O

Woman’s task^b

7.49

<0.001

O

Attitudes to advertising^a

−0.11

0.91

O

O

Enjoyment from shopping

−3.00

<0.01

O

O

Price criteria a

0.37

0.71

O

Importance of product information^a

1.96

0.05

O

O

Shopping list^a

−0.71

0.48

O

O

Specialty shops^a

3.73

<0.001

O

O

O

Social event^a

0.83

0.41

O

O

O

Snacks versus meals

0.46

0.65

O

O