Table 9.

Willingness to pay a price premium for coffee with associated health claims (%).

	Yes, I Am Willing to Pay a Price Premium 73.6%
	From €0.10 to €0.50	From €0.51 to €1.00	From €1.01 to €1.50
All consumers (average €1.03)	17.2	28.4	28.0
Men	33.9	29.6	37.1
Women	66.1	70.4	62.9
Total	100.0	100	100
Below equal to average age	62.4	62.0	37.1
Above average age	37.6	38.0	62.9
Total	100	100	100
Low and medium income	91.7	92.1	82.5
High income	8.3	7.9	17.5
Total	100	100	100