Table 1.

Areas and questions covered in the web-based questionnaire.

Investigation Area	Indicators Used
A. Consumers’ awareness and consumption of heritage cereals	Approaches and habits of consuming bread and cereal based products. Awareness about different varieties of heritage cereals. Types and popularity of bread consumed. Accessibility, baking at home vs. purchasing site preference.
B. Consumers’ attitudes towards heritage cereals	Bread attributes that manipulate the choice of the bread. Receptiveness for new sorts of bread and cereal products that are based on heritage cereals. Willingness to pay more for bread and cereal products that are based on heritage cereals. Main attributes that would influence the choice of bread and products that are based on heritage cereals.
C. Consumers’ preferences of future products with heritage cereals	Kind of heritage cereals that are most likely to be consumed. Preference to accessibility: baking at home vs. purchasing sites.