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

Asian Journal of Sustainability and Social Responsibility

Table 4 Parameter estimation results (Models 3–6)

	Model 3		Model 4		Model 5		Model 6
	Coef.	p	Coef.	p	Coef.	p	Coef.	p
Price	−0.021111	0.000***	−0.021833	0.000***	−0.023641	0.000***	−0.02189	0.000***
Organic	0.508233	0.000***	0.435342	0.000***	0.551634	0.000***	0.41788	0.000***
Poverty	0.468075	0.000***	0.482128	0.000***	0.488216	0.000***	0.54266	0.000***
Brand	0.694876	0.000***	0.587296	0.000***	0.586736	0.000***	0.5898	0.000***
University	−0.086798	0.002***	−0.0528	0.055*	0.077635	0.07762*	−0.00599	0.877
OrgBra	−0.239969	0.000***
PovBra			0.025004	0.674
OrgUni					−0.301346	0.000***
PovUni							−0.11707	0.079*