Table 2.
Results of the conditional logit model.
| Attribute—Claim Related to an Ingredient | ||||
|---|---|---|---|---|
| Level of attribute | Coefficients | Exp (coef) | se (coef) | z-value |
| With natural ingredients a | 0.698 ** | 2.010 | 0.046 | 15.168 |
| Rich in vitamin C a | 0.469 ** | 1.599 | 0.065 | 7.211 |
| 26 g protein per portion a | 0.280 ** | 1.324 | 0.066 | 4.254 |
| Attribute—Organic | ||||
| OrganicSmoothie name + EU organic logo b | 1.016 ** | 2.761 | 0.033 | 30.596 |
| Attribute—health claim | ||||
| With no added sugar c | 0.529 ** | 1.698 | 0.05 | 10.476 |
| Protein contributes to the maintenance of normal bones c | −0.087 n.s. | 0.917 | 0.059 | −1.458 |
| Attribute—shape | ||||
| columnar d | 0.315 ** | 1.37 | 0.053 | 5.959 |
| round d | 0.046 n.s. | 1.047 | 0.048 | 0.959 |
| Attribute—color | ||||
| white-blue e | 1.385 ** | 3.992 | 0.153 | 9.037 |
| white-green e | 0.627 ** | 1.873 | 0.089 | 7.004 |
| Attribute—origin | ||||
| Hungarian flag f | 0.606 ** | 1.833 | 0.0572 | 10.602 |
a—reference category: packaging with no claim on an ingredient; b—reference category—nonorganic product; c—reference category—packaging with no health claim; d—reference category—humanoid shape; e—reference category—white—red; f—reference category—packaging without a Hungarian flag; ** p < 0.01, n.s.—non-significant.