Ethnocentrism, Trust, and the Willingness to Pay of Chinese Consumers for Organic Labels from Different Countries and Certifiers

Table 5

Mixed logit model result on consumers' preferences for attributes of organic tomatoes.

	Coef. of estimates	SE	t-value	95% CI
Main effects
PRICE	−1.978	0.081	−23.83	[−2.137, −1.819]
Opt out	−1.489	0.087	−15.12	[−1.660, −1.318]
USORG	1.071	0.144	7.54	[0.789, 1.353]
JPORG	0.718	0.377	1.91	[−0.021, 1.457]
ARORG	0.759	0.394	1.95	[−0.013, 1.531]
CNORG	0.425	0.231	1.81	[−0.028, 0.878]
USCERT	1.158	0.057	17.28	[1.046, 1.270]
ARCERT	0.678	0.047	13.79	[0.586, 0.770]
GOVCERT	0.454	0.520	0.86	[−0.565, 1.473]
ACACERT	0.767	0.316	2.38	[0.148, 1.386]
Interaction term
USORG × USCERT	−0.521	0.027	−17.85	[−0.574, −0.468]
JPORG × USCERT	0.031	0.011	3.14	[0.009, 0.053]
ARORG × USCERT	0.203	0.061	3.36	[0.083, 0.323]
CNORG × USCERT	0.146	0.047	3.12	[0.054, 0.238]
USORG × ARCERT	0.440	0.105	4.31	[0.234, 0.646]
JPORG × ARCERT	0.151	0.034	3.89	[0.084, 0.218]
ARORG × ARCERT	0.131	0.024	5.20	[0.084, 0.178]
CNORG × ARCERT	0.161	0.026	6.01	[0.110, 0.212]
USORG × GOVCERT	0.035	0.007	5.42	[0.021, 0.049]
JPORG × GOVCERT	0.231	0.009	8.87	[0.213, 0.249]
ARORG × GOVCERT	0.048	0.013	3.46	[0.023, 0.073]
CNORG × GOVCERT	0.074	0.017	4.41	[0.041, 0.107]
USORG × ACACERT	0.078	0.025	3.09	[0.029, 0.127]
JPORG × ACACERT	0.067	0.021	3.25	[0.026, 0.108]
ARORG × ACACERT	0.111	0.031	3.60	[0.050, 0.172]
CNORG × ACACERT	0.215	0.037	5.60	[0.142, 0.289]
ETH × USORG	0.052	0.013	3.73	[0.027, 0.077]
ETH × JPORG	0.175	0.030	4.88	[0,116, 0.234]
ETH × ARORG	0.154	0.024	4.71	[0.107, 0.201]
ETH × CNORG	0.148	0.044	3.58	[0.062, 0.234]
ETH × USCERT	0.129	0.044	3.21	[0.043, 0.215]
ETH × ARCERT	0.199	0.105	2.67	[0.007, 0.405]
ETH × GOVCERT	0.242	0.016	14.13	[0.211, 0.273]
ETH × ACACERT	0.171	0.049	3.42	[0.075, 0.267]
LTRUST × USORG	0.217	0.074	2.88	[0.072, 0.362]
LTRUST × JPORG	0.105	0.0212	3.56	[0.063, 0.147]
LTRUST × ARORG	0.148	0.053	2.76	[0.044, 0.252]
LTRUST × CNORG	0.281	0.111	3.09	[0.063, 0.499]
LTRUST × USCERT	0.214	0.036	6.42	[0.143, 0.285]
LTRUST × ARCERT	0.175	0.016	6.38	[0.144, 0.206]
LTRUST × GOVCERT	0.060	0.018	4.35	[0.025, 0.095]
LTRUST × ACACERT	0.178	0.042	3.21	[0.096, 0.260]
CTRUST × USORG	0.247	0.081	3.08	[0.088, 0.406]
CTRUST × JPORG	0.106	0.0212	4.51	[0.064, 0.148]
CTRUST × ARORG	0.150	0.055	2.46	[0.042, 0.258]
CTRUST × CNORG	0.302	0.110	2.78	[0.086, 0.518]
CTRUST × USCERT	0.204	0.029	5.25	[0.147, 0.261]
CTRUST × ARCERT	0.265	0.023	5.87	[0.220, 0.310]
CTRUST × GOVCERT	0.055	0.024	6.22	[0.008, 0.102]
CTRUST × ACACERT	0.173	0.050	3.56	[0.075, 0.271]
Diagonal values in Cholesky matrix
USORG	0.899	0.047	20.41	[0.807, 0.991]
JPRORG	0.523	0.028	13.12	[0.468, 0.578]
ARORG	0.047	0.021	3.24	[0.006, 0.088]
CNORG	0.153	0.044	2.75	[0.067, 0.239]
USCERT	0.069	0.021	1.68	[0.027, 0.110]
ARCERT	0.529	0.040	12.02	[0.451, 0.607]
GOVCERT	0.064	0.018	4.81	[0.029, 0.099]
ACACERT	0.264	0.037	7.05	[0.191, 0.337]
Log likelihood	−3604.36	McFadden R2		0.252
AIC	7236.68	—		—

, , and denote significance at the 10%, 5%, and 1% levels, respectively; SE: standard error