The psychological variables are measured with three items per variable and domain (buy/use) with two exceptions; the three items intended to measure perceived behavioral control were too different to be integrated into one latent variable so only the item with the highest face validity was selected and attitudes were measured with five items using a seven point agreement scale from -3 for totally disagree, to +3 for totally agree3. Examples and Cronbach’s alpha for each scale can be found in Table 1