Table 7.

Path parameter estimation results of the model heterogeneity test.

Research hypothesis: influence path	Food category	Economic category	Mixed grain and economy
H1a: EC→WTP	0.266***	0.320***	0.307***
H1b: EC→TBP	0.221**	0.038	0.136*
H2a: EE→WTP	0.168*	0.238***	0.218***
H2b: EE→TBP	−0.022	0.139*	0.091
H3a: EV→WTP	0.129*	0.219***	0.009
H3b: EV→TBP	0.050	−0.007	−0.017
H4a: ES→WTP	0.389***	0.238***	0.442***
H4b: ES→TBP	0.191*	0.161*	0.181*
H5: WTP→TBP	0.387***	0.269**	0.457***

*, **, and *** denote significance at the 10%, 5%, and 1% levels, respectively.