README file
Data Set Title: “Dataset containing the results of a web-programmed questionnaire on protein-enriched pasta, willingness to try, willingness to buy and consumers clustering”
Data Set Authors: Ilaria Menna (Interdepartmental Centre for Industrial Agrofood Research, Alma Mater Studiorum – Università di Bologna, Via Quinto Bucci 336, 47521, Cesena, Italy), ORCID: 0009-0009-9111-759X;
Rosalba Roccatello (Department of Agricultural and Food Sciences, Alma Mater Studiorum – Università di Bologna, Viale Fanin 40, 40127, Bologna, Italy; Interdepartmental Centre for Industrial Agrofood Research, Alma Mater Studiorum – Università di Bologna, Via Quinto Bucci 336, 47521, Cesena, Italy), ORCID: 0000-0002-2385-002X;
Matilde Tura (Department of Agricultural and Food Sciences, Alma Mater Studiorum – Università di Bologna, Viale Fanin 40, 40127, Bologna, Italy; Interdepartmental Centre for Industrial Agrofood Research, Alma Mater Studiorum – Università di Bologna, Via Quinto Bucci 336, 47521, Cesena, Italy), ORCID: 0000-0001-8896-2041;
Enrico Valli (Department of Agricultural and Food Sciences, Alma Mater Studiorum-Università di Bologna, Piazza Goidanich 60, 47521, Cesena, Italy; Interdepartmental Centre for Industrial Agrofood Research, Alma Mater Studiorum – Università di Bologna, Via Quinto Bucci 336, 47521, Cesena, Italy), ORCID: 0000-0001-6716-1173;
Tullia Gallina Toschi (Department of Agricultural and Food Sciences, Alma Mater Studiorum-Università di Bologna, Viale Fanin 40, 40125, Bologna, Italy; Interdepartmental Centre for Industrial Agrofood Research, Alma Mater Studiorum – Università di Bologna, Via Quinto Bucci 336, 47521, Cesena, Italy), ORCID: 0000-0001-7241-2280;
Alessandra Bendini (Department of Agricultural and Food Sciences, Alma Mater Studiorum-Università di Bologna, Piazza Goidanich 60, 47521, Cesena, Italy; Interdepartmental Centre for Industrial Agrofood Research, Alma Mater Studiorum – Università di Bologna, Via Quinto Bucci 336, 47521, Cesena, Italy), ORCID: 0000-0002-6515-5519.

Data Set Contact Person: Rosalba Roccatello (Department of Agricultural and Food Sciences, Alma Mater Studiorum – Università di Bologna, Viale Fanin 40, 40127, Bologna, Italy; Interdepartmental Centre for Industrial Agrofood Research, Alma Mater Studiorum – Università di Bologna, Via Quinto Bucci 336, 47521, Cesena, Italy), ORCID: 0000-0002-2385-002X, rosalba.roccatello@unibo.it

Data Set License: this data set is distributed under a Creative Commons Attribution NonCommercial 4.0 International (CC BY-NC 4.0) license, https://creativecommons.org/licenses/by-nc/4.0/. 

Publication Year: 2026

Project Info: OnFoods (ON Foods - Research and innovation network on food and nutrition Sustainability, Safety and Security - Working ON Foods), sub-project related to Spoke 04: Bakery products fortified with plant-based proteins from agro-industrial by-products (BY’NBAKE). Project funded under the National Recovery and Resilience Plan (NRRP) – NextGenerationEU, Bakery products fortified with plant-based proteins from agro-industrial by-products | OnFoods
Data set Contents

The data set consists of:

•	1 tabular quantitative file saved in .xlsx format 
“ProteinPasta_WTT_WTB_Clustering.xlsx”
•	1 README file 
“ProteinPasta_WTT_WTB_Clustering_README.rtf”
Data set Documentation

•	Abstract
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”.
Content of the files: 
The file “ProteinPasta_WTT_WTB_Clustering.xlsx” contains two sheets:
-	Sheet named “DATI” contains raw responses from a total of 470 respondents. Data are both categorical and ordinal, with scales FNS (Food Neophobia Scale), FCSS (Food Consumption Sustainability Scale) and HTAS (Health and Taste Attitude Scales) using a 5-point Likert scale. Questions and responses are in Italian.
-	Sheet named “LEGENDA” contains a legend for each question proposed. The first column contains question codes, while the second column displays the full text of each question. The first column lists the codes associated with the information treatment each participant was submitted to. Data are both categorical and ordinal, with scales FNS (Food Neophobia Scale), FCSS (Food Consumption Sustainability Scale) and HTAS (Health and Taste Attitude Scales) using a 5-point Likert scale. Questions are in Italian and English. 
•	File specifics
The analysis of the data obtained was conducted using R software (version 2024.12.0+467), an open-source statistical computing and programming environment.

•	Notes 
The data are presented in the following publication: Menna, I., Roccatello, R., Tura, M., Valli, E., Gallina Toschi, T., Bendini A. Italian consumer response to pasta formulated with the inclusion of alternative protein sources: an online questionnaire. To be submitted.

•	Methodologies 
The statistical software R was used for the analysis, utilizing various packages. Descriptive analysis established respondents' socio-demographic profile, familiarity with certain protein food products and their levels of attitude related to FNS, FCSS and HTAS. One-way ANOVA was applied to analyze differences in WTT and WTB for each type of pasta in relation to the information treatment each participant was submitted to. Linear regression models were estimated to identify how the interaction between information treatments and attitudes influenced WTT and WTB. Finally, clustering analysis was conducted to identify two different consumer segments differing markedly in WTT and WTB.
•	List of variables
FAM: Familiarity
WTT: Willingness to Try
WTB: Willingness to Buy
FNS: Food Neophobia Scale
FCSS: Food Consumption Sustainability Scale
HTAS: Health and Taste Attitude Scales

Column ID
	Question	Type of answer	Referred to	
Q1 - age	Indichi, per cortesia, il suo anno di nascita in cifre. / Please indicate your year of birth in numbers.	Risposta aperta / Open-ended	Respondent	
Q2 - gender	In quale genere si identifica? / Which gender do you identify with?	Selezione da una lista (Maschile, Femminile, Non-binario, Preferisco non indicarlo) / Selection from a list (Male, Female, Non-Binary, I prefer not to specify)	Respondent	
Q3 - edu	Indichi qual è il suo livello di istruzione. / What is your level of education?	Selezione da una lista (Diploma di scuola elementare, Diploma di scuola secondaria di primo grado (scuola media), Diploma di scuola secondaria di secondo grado, Laurea triennale, Laurea magistrale/Master, Dottorato, Altro) / Selection from a list (Primary school, Lower secondary school, Upper secondary school, Bachelor’s degree, Master’s degree, Ph.D., Other)	Respondent	
Q4 - nazione	Qual è la sua nazionalità? / What is your country of origin?	Menù a tendina con tutti gli stati / Selection from a list with all the countries	Respondent	
Q4bis - regione	Qual è la regione italiana in cui hai vissuto la maggior parte della tua vita? / What is region of residence in Italy?	Menù a tendina con le 20 regioni d'Italia / Selection from a list with the 20 Italian regions	Respondent	
Q5 - diet	Quale frase tra le seguenti descrive meglio le sue abitudini alimentari? È possibile selezionare una sola risposta. / Which of the following best describes your eating habits? Select the one where you better identify yourself among those proposed.	Selezione da una lista (Mangio sia la carne (almeno un tipo), che il pesce., Mangio la carne, ma non mangio il pesce., Limito il consumo di carne, ma la mangio ogni tanto., Non mangio carne rossa, ma mangio pesce e carne bianca., Non mangio carne rossa, né carne bianca, ma mangio pesce., Mangio solo cibi non lavorati, biologici e di provenienza locale, soprattutto vegetali, ma includendo anche alcuni tipi di carne., Non mangio né carne, né pesce, ma mangio uova e latticini., Non mangio né carne, né pesce, né uova, ma mangio i latticini., Non mangio né carne, né pesce, né latticini, ma mangio le uova., Non mangio né carne, né alcun prodotto di origine animale. / Selection from a list (I do eat both meat (at least one type) and fish., I do eat meat but I do not eat fish., I do limit the meat intake, but I eat it sometimes., I do not eat red meat, but I do eat fish and white meat., I do not eat red meat neither white meat, but I do eat fish., I only eat unprocessed food, organic and locally sourced, mostly plant-sourced but including certain types of meat., I do not eat meat neither fish, but I do eat eggs and dairy products., I do not eat meat neither fish neither eggs, but I do eat dairy products., I do not eat meat neither fish neither dairy products, but I do eat eggs., I do not eat meat neither animal-origin products.)	Respondent	
Q6 - diet_rest	Indichi se ha delle restrizioni dietetiche. È possibile selezionare una sola risposta tra le seguenti frasi. / Indicate whether tou have any dietary restrictions. You can select only one answer from the following statements.	Selezione da una lista (Non ho restrizioni dietetiche, Ho delle restrizioni di carattere religioso (es: Halal, Kosher), Ho delle restrizioni di carattere medico (es: allergie, intolleranze, celiachia, diabete), Ho delle restrizioni di carattere salutistico (es: dieta ipocalorica, chetogenica), Altro) / Selection from a list (I have no dietary restrictions, I have dietary restrictions for religious reasons (e.g., Halal, Kosher), I have dietary restrictions for medical reasons (e.g., allergies, intolerances, celiac disease, diabetes), I have dietary restrictions for health reasons (e.g., low-calorie diet, ketogenic diet), Other)	Respondent	
Q7 - spesa	Chi si occupa dell’acquisto dei prodotti alimentari nel tuo nucleo abitativo/familiare? / Who is responsible for purchasing food products in your household/family?	Selezione da una lista (Solo io mi occupo della spesa di prodotti alimentari, Me ne occupo io insieme ad altre persone (genitore, coinquilino, ecc.), Non mi occupo della spesa di prodotti alimentari) / Selection from a list (Only I am responsible for grocery shopping, I share the responsibility with others (parent, roommate, etc.), I am not responsible for grocery shopping)	Respondent	
Q8 - cucina	Chi si occupa di cucinare nel tuo attuale nucleo abitativo/familiare? / Who is responsible for cooking in your current household/family?	Selezione da una lista (Solo io mi occupo di cucinare, Me ne occupo io insieme ad altre persone (genitore, coinquilino, ecc.), Non mi occupo della spesa di cucinare) / Selection from a list (Only I am responsible for cooking, I share the responsibility with others (parent, roommate, etc.), I am not responsible for cooking)	Respondent	
Q9 - att_fis	In quanti giorni della settimana svolge attività fisica per almeno 45 minuti? / How many days a week do you engage in physical activity for at least 45 minutes?	Selezione da una lista (Mai, 1, 2, 3, 4, 5, 6, 7) / Selection from a list (Never, 1, 2, 3, 4, 5, 6, 7)	Respondent	
Q9bis - ore sit	Quante ore mediamente trascorre seduta/o ogni giorno? / How many hours do you typically spend sitting each day?	Risposta aperta / Open-ended	Respondent	
Q10 - FAM1/FAM20	Indichi, su una scala da 1 a 5, dove 1 è “non lo conosco” e 5 è “lo consumo regolarmente”, quanto e se utilizza alcuni alimenti proteici. / Please indicate on a scale from 1 to 5, where 1 is "I am not familiar" and 5 is " I regularly consume it ", how much do you use certain protein foods.	Scala 1-5 per valutare 20 prodotti proteici: 1 = non lo conosco; 2 = lo conosco ma non l’ho mai assaggiato; 3 = l’ho assaggiato, ma non lo consumo; 4 = lo consumo occasionalmente; 5 = lo consumo regolarmente / 5-points scale to evaluate 20 protein food products: 1  = I am not familiar; 2 = I am familiar but I have never taste it; 3 = I have taste it, but I do not consume it; 4 = I occasionally consume it; 5 = I regularly consume it	Respondent	
Q11 - WTT_GRILLI	Indichi, su una scala da 1 a 5, dove 1 è “per nulla” e 5 è “sicuramente”, in che misura sarebbe disposta/o a provare e a comprare i fusilli con farina di grillo (Q11 e Q12),con alga(Q13 e Q14),con farina di canapa (Q15 e Q16),con farina di piselli(Q17 e Q18) / On a scale from 1 to 5, where 1 is "not at all" and 5 is "definitely", how likely would you be to try and buy the  fusilli made with cricket flour ((Q11 and Q12), seaweed(Q13 and Q14),hemp flour (Q15 and Q16),pea flour (Q17 and Q18) ?	Scala Likert 1-5 dove 1 è "assolutamente no" e 5 è "sicuramente" / 5-points Likert scale where 1 is "not at all" and 5 is "definitely"	Respondent	
Q12 - WTB_GRILLI				
Q13 - WTT_ALGA				
Q14 - WTB_ALGA				
Q15 - WTT_CANAPA				
Q16 - WTB_CANAPA				
Q17 - WTT_PISELLI				
Q18 _WTB_PISELLI				
Q19 - FNS	Su una scala da 1 a 5, dove 1 è "sono fortemente in disaccordo" e 5 è "sono fortemente d'accordo", indica il tuo livello di accordo con le seguenti affermazioni. / On a scale from 1 to 5, where 1 is "completely disagree" and 5 is "completely agree," please indicate your level of agreement with the following statements.	Scala Likert 1-5 dove 1 è "sono fortemente in disaccordo" e 5 è "sono fortemente d'accordo" / 5-points Likert scale where 1 is "completely disagree" and 5 is "completely agree"	Respondent	
Q20 - HTAS	Su una scala da 1 a 5, dove 1 è "sono fortemente in disaccordo" e 5 è "sono fortemente d'accordo", indica il tuo livello di accordo con le seguenti affermazioni. / On a scale from 1 to 5, where 1 is "completely disagree" and 5 is "completely agree," please indicate your level of agreement with the following statements.	Scala Likert 1-5 dove 1 è "sono fortemente in disaccordo" e 5 è "sono fortemente d'accordo" / 5-points Likert scale where 1 is "completely disagree" and 5 is "completely agree"	Respondent	
Q21 - FCSS	Su una scala da 1 a 5, dove 1 è "sono fortemente in disaccordo" e 5 è "sono fortemente d'accordo", indica il tuo livello di accordo con le seguenti affermazioni. / On a scale from 1 to 5, where 1 is "completely disagree" and 5 is "completely agree," please indicate your level of agreement with the following statements.	Scala Likert 1-5 dove 1 è "sono fortemente in disaccordo" e 5 è "sono fortemente d'accordo" / 5-points Likert scale where 1 is "completely disagree" and 5 is "completely agree"	Respondent