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

Table 5

Preferred source of functional food (multivariate probit model).

Variables	Fruits		Vegetables		Condiments		Others
	Coefficient	t-values	Coefficient	t-values	Coefficient	t-values	Coefficient	t-values
Demographic
Age	-0.05	-1.28	0.07	1.42	0.01	2.15	0.04	1.23
Gender	-0.03	-1.76	-0.04	-2.11	-0.06	1.80	0.09	1.72
Marital Status	0.01	1.47	0.02	1.57	0.03	1.36	0.08	1.62
Family size	0.08	1.34	0.13	1.63	0.05	1.09	0.10	1.47
Family system	0.03	1.51	0.07	1.28	0.04	1.20	0.09	1.53
Children	-0.05	1.43	0.06	1.49	0.05	1.83	0.04	1.02
Human capital
Education	0.02	1.93	0.05	1.68	0.14	2.96	0.02	1.46
Income and employment
Income	0.01	3.17	0.04	2.16	0.05	1.92	0.04	1.73
Job	0.05	1.26	0.04	1.08	0.06	1.48	0.01	1.28
Wealth
Television	0.03	1.91	0.02	1.95	0.04	2.16	0.09	1.68
House	0.04	2.18	0.05	1.72	0.06	1.75	0.01	1.39
Car	0.06	1.73	-0.01	-1.57	0.03	1.29	0.04	1.10
Perception on health and the price and taste of functional food
Health status	-0.02	2.57	0.03	2.12	0.11	3.06	0.05	1.25
Price	-0.01	2.34	0.07	1.93	0.10	1.83	0.04	1.43
Taste	0.03	1.52	0.04	1.61	0.07	1.67	0.03	1.54
Access to information
Internet	0.06	1.73	0.05	1.38	0.04	1.20	0.05	1.81
Location
Urban	-0.06	-1.30	-0.05	-2.14	-0.004	-1.98	0.16	2.76
Constant	0.04	1.84	0.04	1.76	0.05	1.78	0.04	1.52
LR Chi Square	340.94
Prob>Chi Square	≤0.001
Value of R-square	0.36
Numbers of Observations	400

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