Table 4.
Heterogeneity of consumers’ WTP–UK.
| Claims | Marginal Willingness to Pay | p-Value | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Women | Men | Young | Adults | Elderly | Women vs. Men | Young vs. Adult | Young vs. Elderly | Adult vs. Elderly | ||||||
| Low Fat | 3.81 | *** | 3.11 | *** | 3.28 | *** | 3.20 | *** | 4.49 | *** | 0.02 | 0.43 | 0.04 | 0.00 |
| Moderate Fat | 2.34 | *** | 2.19 | *** | 2.72 | *** | 1.90 | *** | 3.24 | *** | 0.33 | 0.06 | 0.24 | 0.01 |
| Local | 1.75 | *** | 1.40 | *** | 1.42 | *** | 1.35 | *** | 2.56 | *** | 0.05 | 0.41 | 0.01 | 0.01 |
| Rest of the Country/National | 1.46 | *** | 1.23 | *** | 1.10 | *** | 1.09 | *** | 2.65 | *** | 0.11 | 0.49 | 0.00 | 0.00 |
| Organic | 1.18 | *** | 0.90 | *** | 1.23 | *** | 1.06 | *** | 0.73 | *** | 0.10 | 0.30 | 0.12 | 0.00 |
| Low GHG | 2.22 | *** | 1.95 | *** | 2.01 | *** | 2.02 | *** | 2.16 | *** | 0.17 | 0.50 | 0.40 | 0.16 |
| Moderate GHG | 1.10 | *** | 0.65 | *** | 1.09 | *** | 0.75 | *** | 1.25 | *** | 0.00 | 0.06 | 0.30 | 0.37 |
| Low Fat and Local | 0.33 | * | 0.16 | 0.16 | 0.23 | 0.32 | * | 0.25 | 0.43 | 0.38 | 0.01 | |||
| Low Fat and Organic | −0.52 | *** | −0.27 | 0.23 | −0.52 | *** | −0.57 | 0.17 | 0.02 | 0.07 | 0.41 | |||
| Low Fat and Low GHG | −1.11 | *** | −1.13 | *** | −0.90 | * | −1.12 | *** | −1.16 | *** | 0.47 | 0.35 | 0.36 | 0.45 |
| Moderate Fat and Local | −0.13 | −0.05 | −0.51 | 0.02 | −0.18 | 0.39 | 0.13 | 0.30 | 0.46 | |||||
| Moderate Fat and Organic | 0.40 | ** | −0.15 | 0.46 | 0.04 | 0.04 | 0.02 | 0.15 | 0.22 | 0.33 | ||||
| Moderate Fat and Low GHG | −0.86 | *** | −1.14 | *** | −0.91 | * | −0.89 | *** | −1.42 | *** | 0.21 | 0.48 | 0.25 | 0.50 |
Note that (***), (**) and (*) indicate that the corresponding value is statistically significant at (1%), (5%) and (10%) level, respectively. GHG stands for Greenhouse gas emissions.