Table 5.
Parameter estimates of the determinants of consumers’ willingness to pay for safety and innovative attributes of chicken.
| Variables | Coefficient | Standard Error | Marginal Effects | Z value | P>[z] value |
|---|---|---|---|---|---|
| Age | 0.0443969 | 0.0248079 | 0.0095135 | 1.79 | 0.074 |
| Sex | -1.329136 | 0.4673431 | -0.2289377 | -2.84 | 0.004 |
| Marital status | -0.1895709 | 0.5633731 | -0.0412471 | -0.34 | 0.736 |
| Years of education | -0.1092091 | 0.1032778 | -0.0234017 | -1.06 | 0.290 |
| Household size | -0.4353774 | 0.166366 | -0.0932943 | -2.62 | 0.009 |
| Health imbalance | 0.7827738 | 0.523955 | 0.1790041 | 1.49 | 0.135 |
| Grocery shopper | -1.814995 | 0.5739459 | -0.4188678 | -3.16 | 0.002 |
| Sick as a result of unsafe chicken consumption | -1.119034 | 1.037501 | -0.1891969 | -1.08 | 0.281 |
| WTP prices | -0.0002588 | 0.0001295 | -0.0005547 | -2.00 | 0.046 |
| Income | 0.5215385 | 0.294642 | 0.1117572 | 1.77 | 0.077 |
| Risk averse | 0.2529825 | 0.8830985 | 0.0559509 | 0.29 | 0.775 |
| Risk neutral | -0.2368356 | 0.7465656 | -0.0517493 | -0.32 | 0.751 |
| Intercept | 0.4745758 | 3.742511 | 0.13 | 0.899 |
LR Chi2 = 31.91; Prob > chi2 =0.0025; Log likelihood = -61.740577; Pseudo R2=0.3053