Table 3 Determinants of WTP (in PhP) for...

Table 3

Determinants of WTP (in PhP) for healthier rice types

	Model 1	Model 2	Model 3	Model 4
Variable	Coefficient (SE)	Coefficient (SE)	Coefficient (SE)	Coefficient (SE)
Rice consumption and purchase behavior
PWR once a day	1.1 (0.9)	0.5 (0.9)	0.3 (0.9)	0.4 (0.9)
BR once a day	−0.4 (1.9)	−0.9 (1.9)	−1.2 (1.9)	−1.2 (1.9)
Supermarket	1.3 (1.0)	1.6 (1.0)	1.7 (1.0)	1.7 (1.0)
Socio-economic characteristics
Active involvement	2.5 (1.3)	1.9 (1.3)	2.1 (1.3)	2.1 (1.3)
Age	0.1 (0.9)	−0.2 (0.9)	−0.2 (0.9)	−0.1 (0.9)
Female	0.6 (1.0)	0.5 (1.0)	0.0 (1.0)	0.0 (1.0)
Education	1.7 (0.9)	1.5 (0.9)	1.7 (0.9)	1.7 (0.9)
Working	2.0 (1.0)**	1.9 (0.9)**	1.5 (0.9)	1.4 (0.9)
Income	0.1 (0.0)***	0.1 (0.0)***	0.1 (0.0)***	0.1 (0.0)***
HH size	−0.6 (0.3)**	−0.5 (0.3)**	−0.5 (0.3)**	−0.5 (0.3)
HH with NCD	0.5 (1.3)	0.7 (1.2)	0.1 (1.3)	0.0 (1.3)
HH with pregnant or lactating	0.4 (1.2)	0.5 (1.2)	0.6 (1.2)	0.4 (1.2)
HH with young kids	0.1 (1.0)	0.1 (1.0)	0.1 (1.0)	0.0 (1.0)
HH with school-age kids	1.6 (0.9)	1.6 (0.9)	1.7 (0.9)	1.7 (0.9)
HH with teen-age kids	−0.7 (1.1)	−0.6 (1.0)	−0.5 (1.0)	−0.4 (1.0)
Attitude toward healthy eating
Adopt FBDG		2.8 (1.2)**	2.5 (1.2)**	2.4 (1.2)**
Self-reported diet quality		1.5 (0.4)***	1.4 (0.4)***	1.4 (0.4)***
Indicators of diet quality
HDDS: main			0.3 (0.3)	0.3 (0.3)
HDDS: snack			0.7 (0.2)***	0.7 (0.2)***
Information treatment
Product description, dishes and health benefits				1.3 (0.8)
Rice type evaluated
Colored rice	1.5 (1.0)	1.7 (1.0)	1.4 (1.0)	1.4 (1.0)
Low-GI rice	0.0 (1.0)	0.1 (1.0)	−0.2 (1.0)	−0.2 (1.0)
Constant	47.2 (2.4)	32.6 (5.0)	31.6 (5.1)	31.2 (5.1)
Model
F-value	3.37***	4.22***	4.47***	4.39***
R²	0.09	0.13	0.14	0.15
Adjusted R²	0.07	0.10	0.11	0.11
R² change		0.03***	0.02***	0.00

	Model 1	Model 2	Model 3	Model 4
Variable	Coefficient (SE)	Coefficient (SE)	Coefficient (SE)	Coefficient (SE)
Rice consumption and purchase behavior
PWR once a day	1.1 (0.9)	0.5 (0.9)	0.3 (0.9)	0.4 (0.9)
BR once a day	−0.4 (1.9)	−0.9 (1.9)	−1.2 (1.9)	−1.2 (1.9)
Supermarket	1.3 (1.0)	1.6 (1.0)	1.7 (1.0)	1.7 (1.0)
Socio-economic characteristics
Active involvement	2.5 (1.3)	1.9 (1.3)	2.1 (1.3)	2.1 (1.3)
Age	0.1 (0.9)	−0.2 (0.9)	−0.2 (0.9)	−0.1 (0.9)
Female	0.6 (1.0)	0.5 (1.0)	0.0 (1.0)	0.0 (1.0)
Education	1.7 (0.9)	1.5 (0.9)	1.7 (0.9)	1.7 (0.9)
Working	2.0 (1.0)**	1.9 (0.9)**	1.5 (0.9)	1.4 (0.9)
Income	0.1 (0.0)***	0.1 (0.0)***	0.1 (0.0)***	0.1 (0.0)***
HH size	−0.6 (0.3)**	−0.5 (0.3)**	−0.5 (0.3)**	−0.5 (0.3)
HH with NCD	0.5 (1.3)	0.7 (1.2)	0.1 (1.3)	0.0 (1.3)
HH with pregnant or lactating	0.4 (1.2)	0.5 (1.2)	0.6 (1.2)	0.4 (1.2)
HH with young kids	0.1 (1.0)	0.1 (1.0)	0.1 (1.0)	0.0 (1.0)
HH with school-age kids	1.6 (0.9)	1.6 (0.9)	1.7 (0.9)	1.7 (0.9)
HH with teen-age kids	−0.7 (1.1)	−0.6 (1.0)	−0.5 (1.0)	−0.4 (1.0)
Attitude toward healthy eating
Adopt FBDG		2.8 (1.2)**	2.5 (1.2)**	2.4 (1.2)**
Self-reported diet quality		1.5 (0.4)***	1.4 (0.4)***	1.4 (0.4)***
Indicators of diet quality
HDDS: main			0.3 (0.3)	0.3 (0.3)
HDDS: snack			0.7 (0.2)***	0.7 (0.2)***
Information treatment
Product description, dishes and health benefits				1.3 (0.8)
Rice type evaluated
Colored rice	1.5 (1.0)	1.7 (1.0)	1.4 (1.0)	1.4 (1.0)
Low-GI rice	0.0 (1.0)	0.1 (1.0)	−0.2 (1.0)	−0.2 (1.0)
Constant	47.2 (2.4)	32.6 (5.0)	31.6 (5.1)	31.2 (5.1)
Model
F-value	3.37***	4.22***	4.47***	4.39***
R²	0.09	0.13	0.14	0.15
Adjusted R²	0.07	0.10	0.11	0.11
R² change		0.03***	0.02***	0.00

Note(s): Dependent variable is WTP (in PhP). Sample size n = 577; **p < 0.05; ***p < 0.00; Abbreviations: WTP, willingness to pay; PhP, Philippines peso; SE, Standard error; PWR, premium white rice; BR, brown rice; HH, household(s); NCD, non-communicable disease; FBDG, food-based dietary guidelines and HDDS, household dietary diversity score

Source(s): Authors’ work

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