Table 5.

The average BW raw score for each fruit and vegetable attribute resulting from the five clusters of consumers: price sensitive, proposed loyalty, value for money, undecided consumer, and local sensitive.

	Price Sensitive	Proposed Loyalty	Value for Money	Undecided Consumer	Local Sensitive	p-Value 1
Cluster dimension	17.50%	25.50%	15.24%	16.50%	25.26%
Attributes		Average BW raw scores
Offer	50.21	−20.27	−8.80	20.99	−45.83	0.966
Geographical indication labels	−30.48	18.74	−41.19	−32.70	5.71	0.548
Seasonality	11.91	45.11	51.82	23.17	54.17	0.011
Appearance	3.22	−11.70	39.14	−10.54	−39.42	0.777
Origin (Italian/foreign)	7.92	20.44	31.11	48.21	50.45	0.017
Price	64.25	−16.92	3.75	24.52	−36.37	0.675
Organic	−35.75	−39.25	−37.70	−51.79	6.03	0.032
Certification	−26.40	10.66	−33.82	−37.71	−6.84	0.107
Variety	−14.47	−38.02	−7.86	−30.22	−30.50	0.012
Local	−13.97	−28.89	−11.80	24.61	37.54	0.911
Brand (or seller)	−26.20	−0.65	−42.33	−6.48	−32.80	0.051
Freshness	9.76	60.75	57.67	27.93	37.87	0.014

¹ The significant scores are highlighted in bold (p-value < 0.05).