Chapter Six: BONUS: Oatly and How Two Brothers Disrupted the Milk Industry

*p<.05, **p<0.01. The authors tested the hypothesis by using regression of the independent dummy variables on the dependent variable (behavioral intention to buy the products).
*p<0.05. Some independent variables have been removed as they were not statistically significant (such as income level), meaning that the significance level was higher than the alpha-value.

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