Healthy Foods as Proxy for Functional Foods: Consumers’ Awareness, Perception, and Demand for Natural Functional Foods in Pakistan

Table 2

Data and description of variables.

Variable	Description	Mean	Std. Dev
Demographic
Age	Age of the respondent in numbers of years	41.64	6.84
Gender (dummy)	1 if the respondent is male, 0 otherwise	0.63	0.55
Marital status (dummy)	1 if the respondent is married, 0 otherwise	0.59	0.42
Family size	Number of family members living in the household	8.24	6.34
Children	Number of Children living in the household	5.13	3.16
Family system (dummy)	1 if living in joint family, 0 otherwise	0.38	0.29
Human capital
Education	Years of schooling of the respondent	12.55	5.27
Income & employment
Income	Average Income of the household in rupees	29364	1764
Job (dummy)	1 if the respondent is doing job, 0 otherwise	0.71	0.56
Wealth
Television (dummy)	1 if the respondent owns a TV, 0 otherwise	0.82	0.67
House (dummy)	1 if the respondent owns a House, 0 otherwise	0.69	0.34
Car (dummy)	1 if the household owns a Car, 0 otherwise	0.27	0.21
Health condition
Health status (dummy)	1 if the respondent is in good health, 0 otherwise	0.88	0.68
Perception on price and taste
Price	1 if the respondent thinks that price is a barrier in the purchase of functional food, 0 otherwise	0.73	0.56
Taste	1 if the taste prevents the use of functional food, 0 otherwise	0.36	0.24
Access to information
Internet	1 if the respondent has access to the Internet, 0 otherwise	0.82	0.37
Location
Urban	1 if the respondent is living in urban areas, 0 for rural areas	0.5	0.42