Table 2.
Inductive coding of the think aloud protocol data.
| Main code | Sub code | Availability coding | Education coding | Advertising coding | Price coding |
|---|---|---|---|---|---|
| External | Advertising | 0 | 0 | 38 | 2 |
| External | Availability | 50 | 8 | 14 | 12 |
| External | Education | 0 | 9 | 2 | 1 |
| External | Information | 14 | 16 | 3 | 1 |
| External | Labeling | 0 | 13 | 2 | 0 |
| External | Packaging | 0 | 2 | 0 | 0 |
| External | Politics | 2 | 4 | 1 | 5 |
| External | Price | 4 | 13 | 1 | 37 |
| External | Social environment | 0 | 3 | 2 | 15 |
| External | Time | 13 | 1 | 4 | 0 |
| External | Transparency | 2 | 9 | 3 | 0 |
| Internal | Consciousness | 5 | 13 | 14 | 12 |
| Internal | Finance | 1 | 3 | 0 | 32 |
| Internal | Health | 5 | 2 | 7 | 3 |
| Internal | Hunger | 21 | 1 | 18 | 0 |
| Internal | Knowledge | 7 | 28 | 2 | 5 |
| Internal | Personal norms and values | 14 | 20 | 8 | 18 |
| Internal | Planning | 22 | 0 | 9 | 9 |
| Internal | Taste | 3 | 0 | 7 | 1 |
| Internal | Willpower | 7 | 1 | 15 | 7 |