Table 1 Descriptive statistics

Classification	Variables	Descriptions	Ave.	S.D.	Min.	Max.
Dependent variable	Alternative food shopping experience	Yes = 1, No = 0	0.252	0.434	0	1
Vegetarian, environmental, and health-related variables	Vegetarian or not in household	Yes = 1, No = 0	0.152	0.359	0	1
	Environmental concern	Not at all = 1, Slightly = 2,Moderately = 3,Very = 4, Extremely = 5	3.952	0.713	1	5
	Usual diet	Meat = 1, Vegetable = 2,Meat & Vegetable = 3	2.527	0.753	1	3
	Future meat consumption willingness to reduce	Not at all = 1, Slightly = 2,Moderately = 3,Very = 4, Extremely = 5	3.276	0.927	1	5
	Proportion of meat restaurants out of the cost of eating out	0% = 1, 1-25% = 2, 26-50% = 3,51-75% = 4, 76-100% = 5	2.604	0.976	1	5
Responder attributes-related variables	Age	-	45.073	13.262	20	69
	Gender	Male = 1, Female = 0	0.509	0.500	0	1
	Location	Metropolitan = 1,Non-metropolitan = 0	0.532	0.499	0	1
	Education	College degree or higher = 1,Less than college degree = 0	0.817	0.387	0	1
	Monthly average household income (pre-tax)	Less than 2,000,000 won = 1,2,000,000-3,000,000 won = 2,3,000,000-4,000,000 won = 3,4,000,000-5,000,000 won = 4,5,000,000-6,000,000 won = 5,6,000,000 won or more = 6	3.886	1.653	1	6
	White-collar or not	Yes = 1, No = 0	0.328	0.469	0	1
	50+ Members or not in household	Yes = 1, No = 0	0.682	0.466	0	1
	Number of 50+ members in household	-	1.202	0.942	0	4