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

Table 4

Numbers of the functional food items consumed per week (Poisson regression estimates).

Variable	Coefficient	t-values
Demographic
Age	0.03	1.54
Gender (male)	-0.01	-1.85
Marital Status	0.11	1.36
Family size	-0.02	-1.40
Family system	-0.01	-1.73
Children	0.04	1.29
Human capital
Education	0.08	3.02
Income and employment
Income	0.02	3.19
Job	0.07	2.08
Wealth
Television	0.03	1.93
House	0.05	0.83
Car	0.01	1.55
Perception on health and the price and taste of functional food
Health status	-0.08	-2.11
Price	0.06	1.42
Taste	0.03	1.36
Access to information
Internet	0.13	1.52
Location
Urban	0.09	2.05
Constant	0.08	2.04
LR Chi-Square	153.28
Prob>Chi Square	≤0.001
Value of R-square	0.31
Numbers of Observations	400

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