Table 2: Results of the ordered logit estimation.

Category of factors Independent variablesCoefficientStd. error -statisticProb.

Consumers’ characteristics Consumers’ age0.1614750.1007791.6022630.100*
−0.0324530.126482−0.2565830.797
Low education level−0.0723640.067504−1.0719990.283
Entrepreneur0.0671670.4693450.1431090.886
Employee0.5106200.4311801.1842400.236
Farmer0.9955580.5855631.7001730.089*
Educator/teacher0.6030991.0559320.5711530.567
Housekeeper0.1240820.4990780.2486230.803

Family’s characteristics Family income−0.4318820.237696−1.8169560.069*
−0.3062200.228257−1.3415570.179
0.1916240.2273860.8427280.399
0.0111350.0139230.7997980.423
Family size0.0828710.0956150.8667110.386

Behavioral Purchasing strategy0.0020960.0003715.6436780.000*

Cognitive awareness Consumption experience0.0533410.0661690.8061280.420
Experience of a peach-producing county0.0368500.1104510.3336270.738

Perceptive perception Perceived quality0.0550560.1105080.4982080.618

Eco-label associations for product characteristics Search attributes0.0101180.0514090.1968100.844
Experience attributes0.0428840.0535250.8011920.423
Credence attributes0.0831850.0510461.6296110.100*

Retailing environment Greengrocer’s market0.5747120.2372672.4222180.015*
Farmers’ market−0.0182960.240998−0.0759160.939

LR statistic (22 df)82.40481LR index (Pseudo-R2) 0.116827
Probability (LR stat)

Significant at 10% level.