Firm’s Decisions Based on Consumers’ Choices in Ecocertified Food Markets

Table 1

The independent variables of the consumers’ choice model.

Category of factors	Independent variables		Values	Type of variable	Expected sign
Consumers’ characteristics	𝑍^11	Consumers’ age	<40	Dichotomous	±
	𝑍^12	—	40–60	Dichotomous	±
	𝑍^13	Low education level (compulsory)	Yes = 3 No = 1	Dichotomous	−
	𝑍^14	Entrepreneur	Yes = 3 No = 1	Dichotomous	±
	𝑍^15	Employee	Yes = 3 No = 1	Dichotomous	±
	𝑍^16	Farmer	Yes = 3 No = 1	Dichotomous	+
	𝑍^17	Educator/teacher	Yes = 3 No = 1	Dichotomous	+
	𝑍^18	Housekeeper	Yes = 3 No = 1	Dichotomous	±
Family’s characteristics	𝑍^21	Family income	<12 thousand	Dichotomous	−
	𝑍^22	—	€12–20.000	Dichotomous	±
	𝑍^23	—	€20–40.000	Dichotomous	±
	𝑍^24	—	€40–80.000	Dichotomous	+
	𝑍^25	Family size	Persons	1–11	+
Behavioral	𝑍^31	Purchasing strategy	Percentage	Continuous	+
Cognitive awareness	𝑍^41	Consumption experience	Kg/family	Continuous	+
	𝑍^42	Experience of a peach-producing county	Yes = 3 No = 1	Dichotomous	+
Perceptive perception	𝑍^51	Perceived quality	3–9	Continuous	+
Ecolabel associations	𝑍^61	Search attributes	3–12	Continuous	−
	𝑍^62	Experience attributes	4–12	Continuous	+
	𝑍^63	Credence attributes	6–18	Continuous	+
Retailing environment	𝑍^71	Greengrocer’s market	Yes = 3 No = 1	Dichotomous	+
	𝑍^72	Farmers’ market	Yes = 3 No = 1	Dichotomous	−