Table 3.
Estimated marginal utilities and willingness to pay.
| Variables | Preferences | Marginal Willingness to Pay | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mean (UK) | Std. Deviation (UK) | Mean (Spain) | Std. Deviation (Spain) | Mean (UK) | Mean (Spain) | p-Value (Poe Test) | |||||||
| Low Fat | 2.700 | *** | 1.606 | *** | 1.819 | *** | 1.252 | *** | 3.41 | *** | 1.94 | *** | 0.00 |
| Moderate Fat | 1.769 | *** | −0.323 | 1.469 | *** | 0.715 | *** | 2.23 | *** | 1.57 | *** | 0.00 | |
| Local | 1.222 | *** | 0.784 | *** | 1.512 | *** | 0.973 | *** | 1.54 | *** | 1.61 | *** | 0.31 |
| Rest of the Country/National | 1.051 | *** | 0.431 | *** | 1.283 | *** | 0.832 | *** | 1.33 | *** | 1.37 | *** | 0.37 |
| Organic | 0.807 | *** | 1.172 | *** | 1.019 | *** | 1.051 | *** | 1.02 | *** | 1.09 | *** | 0.31 |
| Low GHG | 1.621 | *** | −0.410 | *** | 0.901 | *** | −0.033 | 2.05 | *** | 0.96 | *** | 0.00 | |
| Moderate GHG | 0.697 | *** | 0.696 | *** | 1.163 | *** | 0.543 | *** | 0.88 | *** | 1.24 | *** | 0.00 |
| Low Fat and Local | 0.197 | ** | −0.052 | 0.229 | ** | 1.221 | *** | 0.25 | ** | 0.24 | ** | 0.49 | |
| Low Fat and Organic | −0.304 | *** | −0.728 | *** | 0.270 | *** | −0.095 | −0.38 | *** | 0.29 | *** | 0.00 | |
| Low Fat and Low GHG | −0.866 | *** | 0.110 | 0.499 | *** | 0.012 | −1.09 | *** | 0.53 | *** | 0.00 | ||
| Moderate Fat and Local | −0.067 | 0.465 | * | 0.417 | *** | −0.065 | 0.00 | 0.44 | *** | 0.00 | |||
| Moderate Fat and Organic | 0.099 | −0.457 | ** | 0.211 | ** | 0.073 | 0.00 | 0.22 | ** | 0.28 | |||
| Moderate Fat and Low GHG | −0.777 | *** | 0.527 | *** | 0.270 | ** | −0.003 | −0.98 | *** | 0.29 | ** | 0.00 | |
| Price | −0.456 | *** | 0.828 | *** | −0.245 | *** | 0.599 | *** | -- | -- | -- | ||
| NoBuyOption | 0.372 | *** | 2.282 | *** | −0.649 | *** | 2.610 | *** | -- | -- | -- | ||
| Number of observations | 10,899 | 10,854 | -- | -- | -- | ||||||||
| Log likelihood | −11,036.67 | −11,671.099 | -- | -- | -- | ||||||||
| Chi square (χ2) | 3307.94 | 3323.69 | -- | -- | -- | ||||||||
| p-value | <0.01 | <0.01 | -- | -- | -- | ||||||||
Note that (***), (**) and (*) indicate that the corresponding value is statistically significant at (1%), (5%) and (10%) level, respectively. GHG stands for Greenhouse gas emissions. Furthermore, the number of observation is equal to the number of respondents multiplied by the number of choice sets (9 per respondent).