Table 4.

The demographics of respondents (descriptive statistics).

Demographic Variable	Categories	Segment 1 (Dark-Green)		Segment 2 (Semi/Light-Green)		Segment 3 (Non-Green)		Total		Significance Chi-Square Test
		n	%	n	%	n	%	n	%
Segment size		225	34.14	241	36.57	202	30.65	668	100
Gender	Male	65	9.7	83	12.4	105	15.7	253	37.9	<0.001 *
	Female	160	24	158	23.7	97	14.5	415	62.1
Status	Single	163	24.4	191	28.6	147	22	501	75	0.232
	Married	56	8.4	45	6.7	53	7.9	154	23.1
	Divorced	6	0.9	5	0.7	2	0.3	13	1.9
Family	1	15	2.3	5	0.8	9	1.4	29	4.4	<0.001 *
	2	22	3.3	10	1.5	21	3.2	53	8.1
	3	34	5.1	74	11.1	44	6.6	152	22.8
	4	83	12.4	83	12.4	83	12.4	249	37.3
	>4	71	10.6	69	10.3	45	6.7	185	27.7
Age	18–24	85	12.7	109	16.3	34	5.1	228	34.1	<0.001 *
	25–34	60	9	78	11.7	72	10.8	210	31.4
	35–44	49	7.3	32	4.8	43	6.4	124	18.6
	>44	31	4.6	22	3.3	53	7.9	106	15.9
Income	<10,000	62	9.3	36	5.4	13	1.9	111	16.6	<0.001 *
	10,001–20,000	75	11.2	134	20.1	64	9.7	274	41
	20,001–30,000	33	4.9	33	4.9	37	5.5	103	15.4
	30,001–40,000	23	3.4	18	2.7	48	7.2	89	13.3
	>40,001	32	4.8	20	3	39	5.8	91	13.6
Education	Diploma	35	5.2	15	2.2	23	3.4	73	10.9	<0.001 *
	Bachelor	152	22.8	207	31	169	25.3	528	79
	Graduate	38	5.7	19	2.8	10	1.5	67	10
Occupation	Student	86	12.9	112	16.8	30	4.5	228	34.1	<0.001 *
	Government	39	5.8	53	7.9	49	7.3	141	21.1
	State Enterprise	11	1.6	16	2.4	13	1.9	40	6
	Employee	43	6.4	42	6.3	77	11.5	162	24.3
	Business Owner	46	6.9	18	2.7	33	4.9	97	14.5
Regular buyer of green food	Yes	215	32.2	231	34.6	79	11.8	525	78.6	<0.001 *
	No	10	1.5	10	1.5	123	18.4	143	21.4
An active online user	Yes	222	33.2	236	35.3	168	25.1	626	93.7	<0.001 *
	No	3	0.4	5	0.7	34	5.1	42	6.3

Note: * denotes p-value < 0.001 significance level.