Table 5.
Random parameters logit model and whole turkey willingness-to-pay estimates (n = 565).
| Attributes | Coefficient (SE) | Standard deviation (SE) | WTP [95% confidence interval] |
|---|---|---|---|
| USDA certified Free Range | 0.539∗∗∗ (0.086) | 0.920∗∗∗ (0.116) | $0.74 [0.50,0.98] |
| USDA certified fed a vegetarian diet | 0.439∗∗∗ (0.087) | 0.873∗∗∗ (0.110) | $0.60 [0.370, 0.88] |
| USDA certified Hormone use not permitted | 0.983∗∗∗ (0.111) | 0.692∗∗∗ (0.136) | $1.35 [1.05,1.70] |
| USDA certified Antibiotic use not permitted | 0.503∗∗∗ (0.090) | 0.725∗∗∗ (0.093) | $0.69 [0.44,0.93] |
| Retailer certified Free Range | 0.461∗∗∗ (0.090) | 0.266∗ (0.154) | $0.64 [0.37,0.90] |
| Retailer certified fed a vegetarian diet | 0.281∗∗∗ (0.084) | 0.424∗∗∗ (0.100) | $0.39 [0.17,0.63] |
| Retailer certified Hormone use not permitted | 0.752∗∗∗ (0.086) | 0.097 (0.144) | $1.04 [0.80,1.32] |
| Retailer certified Antibiotic use not permitted | 0.525∗∗∗ (0.087) | 0.560∗∗∗ (0.095) | $0.72 [0.50,0.95] |
| Industry certified Free Range | 0.269∗∗∗ (0.091) | 0.103 (0.197) | $0.37 [0.14,0.62] |
| Industry certified fed a vegetarian diet | 0.338∗∗∗ (0.089) | 0.596∗∗∗ (0.151) | $0.47 [0.23,0.74] |
| Industry certified Hormone use not permitted | 0.621∗∗∗ (0.092) | 0.007 (0.135) | $0.85 [0.62,1.11] |
| Industry certified Antibiotic use not permitted | 0.448∗∗∗ (0.086) | 0.196 (0.169) | $0.62 [0.37,0.87] |
| Opt-out | −6.428∗∗∗ (0.399) | 4.632∗∗∗ (0.448) | −$4.42 [−5.04,− 3.90] |
| Price | −1.453∗∗∗ (0.111) |
∗Significance at <0.05 level, and ∗∗∗significance at <0.001 level.