2.1.2. Health awareness
In order to learn whether health awareness has an impact on consumers’ acceptance of vitamin D-fortified products, we surveyed their views of the relevance of several medical checkups and their intent to check their 25(OH)D levels.1 The importance of the medical checkups was assessed with five items that were scored on a 7-point scale ranging from 1 (“very important”) to 7 (“not important at all”), such that lower scores indicated a higher level of importance (Table 3). The items showed good internal reliability, with a Cronbach’s α of .9. The desire to check 25(OH)D levels was measured with two items that were scored on a 7-point scale ranging from 1 (“strongly agree”) to 7 (“strongly disagree”), such that lower scores indicated a stronger desire to check 25(OH)D levels (Table 3). These items also showed good internal reliability, with a Cronbach’s α of .8.