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Cross analysis between food purchase criteria and respondents’ willingness to try (WTT). Note: the number in the parentheses is the number of respondents who choose the corresponding option. WTT: willing to try; WTT−−: definitely no WTT; WTT−: probably no WTT; Unsure: unsure to try; WTT+: probably WTT; WTT++: definitely WTT.
