Table 1: The independent variables of the consumers’ choice model.

Category of factorsIndependent variablesValuesType of variableExpected sign

Consumers’ characteristics Consumers’ age<40Dichotomous±
40–60Dichotomous±
Low education level (compulsory)Yes = 3 No = 1Dichotomous
EntrepreneurYes = 3 No = 1Dichotomous±
EmployeeYes = 3 No = 1Dichotomous±
FarmerYes = 3 No = 1Dichotomous+
Educator/teacherYes = 3 No = 1 Dichotomous+
HousekeeperYes = 3 No = 1Dichotomous±

Family’s characteristics Family income<12 thousandDichotomous
€12–20.000 Dichotomous±
€20–40.000Dichotomous±
€40–80.000Dichotomous+
Family sizePersons 1–11+

Behavioral Purchasing strategyPercentageContinuous+

Cognitive awareness Consumption experienceKg/familyContinuous+
Experience of a peach-producing countyYes = 3 No = 1Dichotomous+

Perceptive perception Perceived quality3–9Continuous+

Ecolabel associations Search attributes3–12Continuous
Experience attributes4–12Continuous+
Credence attributes6–18Continuous+

Retailing environment Greengrocer’s marketYes = 3 No = 1 Dichotomous+
Farmers’ marketYes = 3 No = 1 Dichotomous