Table 5.

Preferences for product attributes and consumer characteristics that affect consumer WTP.

	WTP	Model 1	Model 2
Product attributes
	Appearance	0.166 ***	−0.0157
		(0.023)	(0.209)
	Taste	0.113 ***	0.255
		(0.023)	(0.212)
	Convenience	−0.178 ***	0.555 ***
		(0.023)	(0.211)
	Importance of price	−0.229 ***	−1.087 ***
		(0.022)	(0.211)
	Nutrition value	0.161 ***	−0.171
		(0.023)	(0.215)
	Environment benefits	0.253 ***	0.320 *
		(0.019)	(0.183)
Consumer attitudes
	Environmental awareness		0.522 **
			(0.211)
	Health consciousness		−0.158
			(0.220)
	Food neophobia		0.561 ***
			(0.202)
Consumer characteristics
	Male	−0.642 ***	−0.547 *
		(0.032)	(0.299)
	Age	−0.01 ***	−0.00165
		(0.002)	(0.0139)
	Monthly income (CNY 3500–6000)	0.259 ***	0.837 *
		(0.002)	(0.473)
	Monthly income (above 6000)	0.411 ***	0.216
		(0.041)	(0.359)
	Education level (without a college degree)	1.137 ***	0.366
		(0.067)	(0.334)
	Urban residence	0.3 ***	0.543
		(0.067)	(0.559)
	Vegetarian	1.086 ***	0.565
		(0.067)	(0.526)
	Health	0.154 **	0.141
		(0.061)	(0.522)
	Lactose intolerance	0.244 ***	0.322
		(0.062)	(0.549)
	Occupation	1.016 ***	1.079 **
		(0.050)	(0.451)
	My relatives and friends occasionally purchase PBM	0.421 ***	0.690 **
		(0.034)	(0.323)
	My relatives and friends frequently purchase PBM	0.914 ***	0.140
		(0.066)	(0.533)
	Constant	6.23 ***	4.756 ***
		(0.066)	(1.060)

Standard errors in parentheses. *** p < 0.01, ** p < 0.05, * p < 0.1.