Table 3.

Effects of knowledge and consumer orientations on congruence in consumer responses to organic food.

	PDA (1)	PDA (2)
CONTROL VARIABLES
Constant	−5.573**	−5.494**
Gender (1 = female)	−0.222	−0.071
Age	0.016*	0.014+
Household size	−0.005	0.013
Children under 6 years old	0.121	0.110
Children from 7 to 12 years old	−0.315+	−0.294
DIRECT EFFECTS
Knowledge	0.142*	0.073
Environmental orientation	0.166*	−0.159
Health orientation	0.101	0.350*
Hedonic orientation	0.077	0.013
INTERACTIONS
Knowledge x Environmental orientation	−	0.134**
Knowledge x Health orientation	−	−0.104+
Knowledge x Hedonic orientation	−	0.018
COEFFICIENT OF DETERMINATION (R2)	0.103**	0.139**

⁺p < 0.10,

^*p < 0.05,

^**p < 0.01.