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Table 3 Parameter estimation results (Models 1 and 2)

From: Fair trade information eliminates the positive brand effect: product choice behavior in Japan

 

Model 1

Model 2

Coef.

p

WTP

Coef.

p

Price

−0.021865

0.000***

 

−0.020054

0.000***

Organic

0.433919

0.000***

19.8

0.272668

0.000***

Poverty

0.492928

0.000***

22.5

0.314347

0.000***

Brand

0.599516

0.000***

27.4

0.637816

0.000***

University

−0.055038

0.041**

−2.5

−0.028807

0.3

OrgPov

   

0.315809

0.000***

  1. Notes*** p < .01, ** p < .05, and *p < .10
  2. Coef. Coefficient
  3. OrgPov Cross-term of Organic and Poverty
  4. WTP Willingness to pay