| | Indicator | Definition |
| | The dependent variable | | | Purchased or not | 1 = yes，0 = no | | The independent variables | | | Gender | 1 = male，2 = female | | Age | Numerical value | | Education background | 1 = primary school and below, 2 = junior high school, 3 = high school or technical secondary school, 4 = university or junior college, 5 = graduate student | | Occupation | 1 = person in charge of the party, government, and enterprises, 2 = general staff of party, government, and enterprises. 3 = business personnel, 4 = service personnel, 5 = professional and technical personnel, 6 = self-employed workers, 7 = production, transportation workers and related personnel, 8 = unemployed personnel, 9 = other occupations | | The main buyer of fruits or not | 1 = yes，2 = no | | Monthly household income | Numerical value | | Marital status | 1 = yes，2 = no | | Whether there is a difference between enterprise brand fruits and common fruits | 1 = No difference, 2 = little difference, 3 = unclear, 4 = significant difference, 5 = great difference | | Convenience of purchase | 1 = very inconvenient, 2 = a little inconvenient, 3 = average, 4 = relatively convenient, 5 = very convenient | | Freshness | 1 = no effect at all, 2 = almost no effect, 3 = average, 4 = large effect, 5 = very large effect | | Price | 1 = no effect at all, 2 = almost no effect, 3 = average, 4 = large effect, 5 = very large effect | | Taste | 1 = no effect at all, 2 = almost no effect, 3 = average, 4 = large effect, 5 = very large effect | | Nutrition | 1 = no effect at all, 2 = almost no effect, 3 = average, 4 = large effect, 5 = very large effect | | Quality certification | 1 = no effect at all, 2 = almost no effect, 3 = average, 4 = large effect, 5 = very large effect | | Tasted or not | 1 = yes，2 = no | | Evaluation after tasting | 1 = very bad, 2 = not so good, 3 = average, 4 = fairly good, 5 = very good | | Whether relatives or friends buy | 1 = yes, 2 = no | | Publicity by enterprises and governments | 1 = very small, 2 = relatively small, 3 = average, 4 = relatively large, 5 = very large |
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