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

Table 3

Determinants of functional foods awareness and demand (Bivariate probit model).

Variable	Functional Food Awareness		Functional Food Demand
	Coefficient	t-vales	Coefficient	t-values
Demographic
Age	-0.06	-1.19	0.02	1.32
Gender	-0.03	-1.72	-0.08	-1.99
Marital Status	0.04	0.87	0.11	1.35
Family size	0.01	2.19	0.07	1.62
Family system	0.03	1.27	0.05	1.58
Children	-0.09	-1.44	-0.06	-1.83
Human capital
Education	0.02	2.14	0.14	3.45
Income & employment
Income	0.06	1.94	0.04	2.89
Wage employment	0.11	1.77	-0.08	-1.82
Wealth
Television	0.03	2.06	0.004	2.50
House	0.07	2.13	0.05	2.14
Car	0.02	1.05	0.06	1.34
Perception on health status, price, and taste
Health status	-0.06	-2.18	0.05	1.92
Price	0.14	1.21	-0.04	-2.15
Taste	0.04	1.35	0.03	1.92
Access to information
Internet	0.05	2.17	0.01	2.06
Location
Urban	0.01	2.73	0.02	2.19
Constant	0.04	1.90	0.03	1.23
LR Chi-Square	284.27
Prob>Chi Square	≤0.001
Value of R-square	0.27
Numbers of Observations	400

Note: Results are significant at , , 1, 5, and 10 percent levels, respectively.