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Table 1.

Willingness to pay a premium (WTPP) index.

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Table 2.

Types of drinks consumers consider healthy.

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Table 2 Expand

Table 3.

Reasons consumers consider drink(s) as healthy.

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Table 4.

Factor analysis results.

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Table 5.

Censored Poisson regression results for the determining factors of willingness to pay a premium (WTPP).

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Table 6.

Hypotheses test results.

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Table 7.

Barriers to purchasing healthy beverages.

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Table 7 Expand