In order to test the theoretical model, a cross sectional survey was conducted in an industrialized European country. The online survey was disseminated among consumers both in rural areas and a variety of urban locations. Approximately 70 people were engaged in the collection of data, using their personal and professional networks. In total 653 individuals took part in the survey. Table 1 describes the sample structure regarding basis demographic and socio-demographic characteristics. The average subject is 37 years old.