The effects of a 25% discount on fruits and vegetables: results of a randomized trial in a three-dimensional web-based supermarket

Table 2 Participant characteristics

		Control (n = 52)	Experiment (n = 63)
		Mean (SD)	Mean (SD)	P(t- test)
Virtual shopping budget (€)		76.60 (39.53)	70.87 (31.27)	.40
Household size		2.63 (1.77)	2.43 (1.59)	.51
		N (%)	N (%)	P(Chi² test)
Sex (n = 115)	Female	43 (82.7)	48 (76.2)	.39
Age (n = 63) ^a	18-31	3	2	.52
	32-46	8	15
	47-61	16	14
	62 +	2	3
Ethnicity	Native Dutch	50 (96.2)	58 (92.0)	.46
Grocery responsibility	Totally responsible for groceries	37 (71.1)	33 (52.4)	.12
	Largely responsible for groceries	7 (13.5)	13 (20.6)
	Partly responsible for groceries	8 (15.4)	17 (27.0)
Education level	Low (primary/lower secondary)	20 (38.5)	5 (8.0)	< .001
	Medium (higher secondary/intermediate vocational)	22 (42.3)	46 (73.0)
	High (higher vocational/University)	10 (19.2)	12 (19.0)
Employment status	Employed	27 (51.9)	42 (66.7)	.27
	Other	25 (48.1)	21 (33.3)
Household income (n = 63)	Low (0-2000)	11 (37.9)	9 (26.5)	.53
(gross monthly in €) ^{a, b}	Medium (2000-3000)	8 (27.6)	9 (26.5)
	High (3000+)	10 (34.5)	16 (47.0)
Price perception score ^c		40.7 (7.4)	43.1 (6.0)	.06
Habit score ^d		35.5 (4.8)	37.2 (4.4)	.06
Appreciation score Virtual Supermarket ^e		30.4 (4.2)	29.0 (3.7)	.06

^aDue to technical issues, this question was not asked to all respondents
^bThe standard gross monthly income in the Netherlands (2010) is € 2,508 [30]
^cMeasured by 15 items (5-point Likert scale) from the seven "price perception construct scale items" (Lichenstein et al., 1993).
^dMeasured by twelve items (5-point Likert scale) self-report index of habit strength (Verplanken et al., 2003)
^eMeasured by eight items (5-point Likert scale) on the Virtual Supermarket software

ISSN: 1479-5868