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The questionnaires consisted of four main parts: (1) socio-demographic characteristics (e.g. gender, education, income; Part One), (2) health and environmental concerns related to chemical use in farming, knowledge about microbial applications, perceived microbial health risks and attitude towards microbial applications in food production (Part Two), (3) questions for eliciting a consumer\u2019s willingness-to-pay (WTP) for a food product that had been obtained through a microbial-enhanced production system with reduced or no chemical use (Part Three), and (4) questions for eliciting a respondent\u2019s food choice motives (FCMs) using de Boer et al.\u2019s (2007) FCM questionnaire (Part Four). In addition, the questionnaire had an introduction section containing information sheet about the study and a consent form. 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