Table 1 Description of variables and...

Table 1

Description of variables and descriptive statistics of the sample

Variables	Description	Unit	Mean	Std. dev	Min	Max
WTP	Willingness to pay for healthier rice type	Philippines Peso (PhP)	54.44	10.03	20	80
PWR once a day	Frequency of consumption	1 = at least once a day and 0 = otherwise	0.46	0.50	0	1
BR once a day	Frequency of consumption	1 = at least once a day and 0 = otherwise	0.05	0.22	0	1
Supermarket	Purchase channel	1 = supermarket/hypermarket and 0 = otherwise	0.21	0.41	0	1
Active involvement	Involvement in food purchase decision making and in cooking or meal planning	1 = active involvement and 0 = otherwise	0.88	0.33	0	1
Age	Age of respondent	1 = 35 years old or above and 0 = otherwise	0.51	0.50	0	1
Female	Gender of respondent	1 = female and 0 = otherwise	0.70	0.46	0	1
Education	Highest education level	1 = completed university and 0 = otherwise	0.49	0.50	0	1
Working	Working status	1 = working and 0 = otherwise	0.67	0.47	0	1
Income	Monthly household income	Midpoint value of self-reported income range (in 1,000 PhP)	35.69	14.97	24	102
HH size	HH members	Number of persons	4.62	1.96	2	12
With NCD	HH with any member diagnosed with NCD	1 = yes and 0 = otherwise	0.14	0.34	0	1
With pregnant or lactating	HH with any member who is pregnant or lactating	1 = yes and 0 = otherwise	0.18	0.39	0	1
With young kids	HH with children below 6 years old	1 = yes and 0 = otherwise	0.37	0.48	0	1
With school-age kids	HH with children 6–12 years old	1 = yes and 0 = otherwise	0.36	0.48	0	1
With teen-age kids	HH with children 13–17 years old	1 = yes and 0 = otherwise	0.26	0.44	0	1
Adopt FBDG	Intended frequency of consumption of food items based on seven food-based dietary guidelines	Scale from 1 to 5, where 5 = almost every day and 1 = never	3.81	0.35	3	5
Self-reported diet quality	Description of overall diet of household	Scale from 1 to 5, where 5 = a lot healthy and 1 = a lot unhealthy	3.12	1.03	1	5
HDDS: main	HDDS based on ingredients used for breakfast, lunch and dinner	Number of food groups (1–10)	4.86	1.42	1	9
HDDS: snack	HDDS based on ingredients used for morning, afternoon and late-night snack	Number of food groups (1–10)	2.40	1.88	0	8
Information treatment	Type of information	1 = treatment (with additional info on health benefits) and 0 = baseline (basic info on product description and dishes)	0.50	0.50	0	1
Colored rice	Respondents who evaluated colored rice	1 = yes and 0 = otherwise (reference: brown rice)	0.33	0.47	0	1
Low-GI rice	Respondents who evaluated low-GI rice	1 = yes and 0 = otherwise (reference: brown rice)	0.33	0.47	0	1

Variables	Description	Unit	Mean	Std. dev	Min	Max
WTP	Willingness to pay for healthier rice type	Philippines Peso (PhP)	54.44	10.03	20	80
PWR once a day	Frequency of consumption	1 = at least once a day and 0 = otherwise	0.46	0.50	0	1
BR once a day	Frequency of consumption	1 = at least once a day and 0 = otherwise	0.05	0.22	0	1
Supermarket	Purchase channel	1 = supermarket/hypermarket and 0 = otherwise	0.21	0.41	0	1
Active involvement	Involvement in food purchase decision making and in cooking or meal planning	1 = active involvement and 0 = otherwise	0.88	0.33	0	1
Age	Age of respondent	1 = 35 years old or above and 0 = otherwise	0.51	0.50	0	1
Female	Gender of respondent	1 = female and 0 = otherwise	0.70	0.46	0	1
Education	Highest education level	1 = completed university and 0 = otherwise	0.49	0.50	0	1
Working	Working status	1 = working and 0 = otherwise	0.67	0.47	0	1
Income	Monthly household income	Midpoint value of self-reported income range (in 1,000 PhP)	35.69	14.97	24	102
HH size	HH members	Number of persons	4.62	1.96	2	12
With NCD	HH with any member diagnosed with NCD	1 = yes and 0 = otherwise	0.14	0.34	0	1
With pregnant or lactating	HH with any member who is pregnant or lactating	1 = yes and 0 = otherwise	0.18	0.39	0	1
With young kids	HH with children below 6 years old	1 = yes and 0 = otherwise	0.37	0.48	0	1
With school-age kids	HH with children 6–12 years old	1 = yes and 0 = otherwise	0.36	0.48	0	1
With teen-age kids	HH with children 13–17 years old	1 = yes and 0 = otherwise	0.26	0.44	0	1
Adopt FBDG	Intended frequency of consumption of food items based on seven food-based dietary guidelines	Scale from 1 to 5, where 5 = almost every day and 1 = never	3.81	0.35	3	5
Self-reported diet quality	Description of overall diet of household	Scale from 1 to 5, where 5 = a lot healthy and 1 = a lot unhealthy	3.12	1.03	1	5
HDDS: main	HDDS based on ingredients used for breakfast, lunch and dinner	Number of food groups (1–10)	4.86	1.42	1	9
HDDS: snack	HDDS based on ingredients used for morning, afternoon and late-night snack	Number of food groups (1–10)	2.40	1.88	0	8
Information treatment	Type of information	1 = treatment (with additional info on health benefits) and 0 = baseline (basic info on product description and dishes)	0.50	0.50	0	1
Colored rice	Respondents who evaluated colored rice	1 = yes and 0 = otherwise (reference: brown rice)	0.33	0.47	0	1
Low-GI rice	Respondents who evaluated low-GI rice	1 = yes and 0 = otherwise (reference: brown rice)	0.33	0.47	0	1

Note(s): Abbreviations: PWR, premium white rice; BR, brown rice; HH, household(s) and HHDS, household dietary diversity score

Source(s): Authors’ work

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