In the model for France, two PLS-components are needed to properly report the structured variation in the data against one PLS-component only for all other countries. With the data from France, a model with one PLS-component (12% Y-explained vari- ance; cross-validation: 10%) identifies good taste, good appearance, high quality, safe, supportive of local economy, difficult to prepare, time-consuming to prepare, low availability and expensive as signifi- cant drivers of a positive general image (results not shown). PLS- component 1 may therefore be interpreted as the dimension repre- sentative of consumers who define TFP as festive and/or seasonal foods. A model with two PLS-components (16% Y-explained vari- ance, cross-validation: 12%) reports ordinary taste, high quality, time-consuming to prepare, wide assortment and expensive as signif- icant drivers of a positive general image (Fig. 5). PLS-component 2 may therefore be interpreted as the dimension representative of consumers who define TFP as frequently-consumed foods rather than specialty foods. This model shows that the drivers of general image of TFP may depend upon one’s own definition of TFP in terms of context of consumption: festive vs. daily foods. It must be noted that this duality of consumption is present in all coun- tries, yet comes out significantly toward general image only in the model for France. For the other countries and for the pan-Euro- pean sample, the general image of TFP relates to attributes typical of festive traditional foods rather than traditional foods of daily character. Moreover, it is interesting to observe that three of the attributes remain significant in either context of consumption: high quality, time-consuming to prepare and expensive. These are also the only three attributes that significantly correlate to general image in all six countries.
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