SOLID consumer survey dataset

Data on different items belonging to the following constructs: • Intention to behaviour, which exerts a direct impact to a specific behaviour and which in turn is inferred by personal attitude, subjective norms and perceived behavioural control; • Attitude towards the behaviour, i.e. the attitude that an individual has to adopt or not adopt a specific behaviour; • Subjective norm, i.e. the influence that the view of others has on the individual’s choices; • Perceived behavioural control, i.e. factors that may facilitate or constrain the performance of the behaviour.

Research Hypotheses H1: Dairy consumers’ attitude towards dairy products applying one of the innovations is positively associated with their intention to buy it. H2: The more that a consumer perceives an innovation as beneficial (H2a)/risky (H2b), the more favourable/unfavourable is that consumer attitude towards its adoption. H3.