Table 2.

Attributes and attribute levels used in the choice experiment.

Attributes	Levels
Origin	Not specified; produced in Puglia
Nutritional claim	No information; high omega-3; reduced saturated fatty acids; high in omega-3, and reduced saturated fatty acids
Health claim	No information; contributes to the maintenance of normal blood cholesterol levels; helps to reduce risk of cardiovascular disease.
Information source of omega-3	No information, omega-3 added to the milk; omega-3 naturally present in the milk.
Price	+5%; +10%; +20%; +40%