Cluster Analysis

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Since mid-range responses often fail to express satisfyingly the opinion of surveyed persons (especially when the responses in the middle of the scale are very similar), it is necessary to take into account the data structure. Therefore we have also performed a cluster analysis, in which we distributed the subjects into groups that are homogenous within themselves, i.e. they have given similar responses.

The analysis has resulted in two different groups, within which the interrogated persons gave very similar responses to the given statements. That does not mean that all of the 1,000 subjects gave similar responses, but that each of these two groups has its own specific opinion.

These group characteristics can be presented as follows:

Group 1 (60.1% of surveyed persons)

- more than the average have heard of all activities organized by Animal Friends

- more than the average recognize all activities of the organization

- they are or might become vegetarians

- more than the average are young (15-59 years of age)

- they are educated (professional training or university degree)

- they have an average income of 3,000-7,000 kn or 9,000 kn and more

- they live in the following counties: Zagrebacka and Zagreb, Krapinsko-zagorska, Karlovacka, Koprivnicko-krizevacka, Primorsko-goranska, Sibensko-kninska, Vukovarsko-srijemska, Brodsko-posavska, Dubrovacko-neretvanska, Zadarska, and Osijecko-baranjska

- more than average agree with the following statements:

Group 2 (39.9% of interrogated persons)

- less than the average have heard of all activities organized by Animal Friends

- less than the average recognize all activities of the organization

- more than the average are elderly (60 and more years of age)

- they have basic education (primary or secondary school)

- their household income is less than 3,000 kn or 7,000-9,000 kn

- they live in the following counties: Sisacko-moslavacka, Varazdinska, Bjelovarsko-bilogorska, Licko-senjska, Viroviticko-podravska, Splitsko-dalmatinska, Pozesko-slavonska, Istarska, and Medjimurska

- they do not support vegetarianism or else support it, but could not become vegetarians themselves

- more than the average believe that becoming a vegetarian means having to buy food that is more expensive

- more than the average believe that becoming a vegetarian implies great sacrifices

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