Consumers preference for functional rice: hesitancy driven by food neophobia

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.