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

Table 7

Consumers’ willingness to pay for the functional foods (Tobit estimates).

Variable	Coefficient	t-values
Demographic
Age	-0.01	1.23
Gender	-0.02	2.34
Marital Status	0.04	1.33
Family size	-0.03	-1.78
Family system	0.05	1.44
Children	-0.03	-1.23
Human capital
Education	0.07	2.16
Income and employment
Income	0.04	2.24
Job	0.03	1.45
Wealth
Television	0.13	2.18
House	0.06	1.93
Car	0.02	2.76
Perception on health and price and taste of functional food
Health status	-0.01	-1.82
Price	0.04	1.30
Taste	0.03	1.28
Access to information
Internet	0.04	1.55
Location
Urban resident	0.12	2.51
LR Chi Square	294.34
Prob>Chi Square	≤0.001
Value of R-square	0.19
Numbers of Observations	400
Censored Observations	84
Final Observations	316

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