Understanding the Role of Food Neophobia in the Willingness to Consume Functional Rice

Data collected from a choice experiment about decision making over rice. Alternatives include Functional rice A, Functional rice B, conventional rice and opt-out. Attributes include whiteness (white/medium/brown), organic (yes/no), brand (well-known/less-known), health benefit (low GI/low Gluten/Micronutrient-enhanced/none), price per 500g in CNY (5/7.5/10/15). Each observation contains answers to FNS (negative items reversed), cognitive factors, demographic information, lifestyle variables, etc.本数据集源自一项关于大米决策的选择实验所收集的数据。备选方案包括功能型大米A、功能型大米B、传统大米以及弃权选项。属性包括米质（白/中/棕）、有机认证（是/否）、品牌知名度（知名/不知名）、健康益处（低GI/低麸质/微量营养素增强/无）、每500克大米的价格（人民币5元/7.5元/10元/15元）。每一观察记录包含对FNS（反向计分的负面项目）、认知因素、人口统计学信息、生活方式变量等的回答。