Dataset containing the results of a web-programmed questionnaire on protein-enriched pasta, willingness to try, willingness to buy and consumers clustering

This data set contains the data related to a research study on the acceptability of pasta formulated with alternative protein source; in particular, data concerned an exploratory survey on consumer attitudes, willingness to try and to buy. The related publication will soon be submitted to a scientific journal.
This study evaluates consumer preference for four protein-enriched types of pasta formulated with alternative protein sources. Willingness to try and buy was assessed using one-way ANOVA that consider the provision of three different information treatments, and by the means of linear regression models to evaluate the interaction effect between information treatments and attitudes. Additionally, a clustering analysis was conducted to identify two different consumer segments differing markedly in WTT and WTB.
This research work is developed within the project funded under the National Recovery and Resilience Plan (NRRP) - NextGenerationEU “ON Foods - Research and innovation network on food and nutrition Sustainability, Safety and Security - Working ON Foods”.