Table 1 Sample characteristics for each variable and per country

Gender, female

61.0%

51.1%

χ²(1) = 8.284, p = .004

Age, years

45.7

42.0

t(828) = 3.982, p = .000

Education, high

45.2%

51.6%

χ²(1) = 3.419, p = .064

BMI, M

25.7

27.4

t(762) = −3.658, p = .000

Self-reported fitness and health, M (SD) (2 items)

4.40 (1.30)

4.60 (1.20)

t(828) = −2.599, p = .010

Health behaviour, M (SD) (14 items)

4.30 (0.56)

4.23 (0.67)

t(804) = 1.668, p = .096

Health expectation, M (SD) (10 items)

3.68 (1.06)

4.38 (1.07)

t(828) = −9.364, p = .000

Holistic health belief, M (SD) (4 items)

5.29 (0.81)

5.43 (0.92)

t(828) = −2.283, p = .023

CAM use, M (SD)

2.50 (1.50)

2.10 (1.20)

t(828) = 4.390, p = .000

Natural product interest, M (SD) (6 items)

4.29 (1.20)

4.17 (1.11)

t(828) = 1.476, p = .140

Food indulgence interest, M (SD) (3 items)

4.50 (1.34)

4.51 (1.34)

t(828) = −.019, p = .985

Mediterranean cuisine interest, M (SD)

5.37 (1.59)

4.83 (1.72)

t(828) = 4.633, p = .000

Attitude, M (SD) (3 items)

4.17 (1.21)

4.99 (1.17)

t(828) = −9.752, p = .000

Adoption intention, M (SD)

2.72 (1.75)

3.83 (1.78)

t(828) = −9.034, p = .000