Table 5

Latent class model coefficients (standard errors)

Model 4: Latent class model
VariableClass 1Class 2Class 3
No choice alternative specific constant (ASC)−2.677*** (0.760)−3.235*** (0.491)−5.037*** (0.560)
SpeciesMackerel−2.835*** (0.446)−2.988*** (0.446)−1.218*** (0.242)
Herring−3.760*** (1.024)−3.955*** (0.892)−1.846*** (0.235)
Cod−0.334 (0.383)0.380 (0.302)−0.287 (0.182)
Haddock−1.634*** (0.502)−0.151 (0.405)−0.942*** (0.159)
Hake−1.829*** (0.692)−2.552*** (0.424)−1.308*** (0.251)
Sea bass−0.461 (0.412)−1.039*** (0.242)−0.646*** (0.186)
Sole−2.646*** (0.661)−2.026*** (0.353)−1.000*** (0.201)
FormatBreaded−1.200** (0.590)0.049 (0.275)−1.271*** (0.442)
Easy-to-cook−1.137** (0.443)0.246 (0.243)−0.407** (0.204)
Species × FormatMackerel × Breaded1.072 (0.762)−0.418 (0.669)1.208*** (0.467)
Mackerel × Easy-to-cook0.300 (0.759)−0.571 (0.797)0.399 (0.256)
Herring × Breaded1.061 (1.392)0.206 (0.862)1.433*** (0.491)
Herring × Easy-to-cook1.006 (0.943)−0.063 (0.938)−0.392 (0.326)
Cod × Breaded1.042 (0.752)−0.068 (0.403)1.066** (0.446)
Cod × Easy-to-cook0.612 (0.553)−0.293 (0.288)−0.073 (0.276)
Haddock × Breaded1.331 (0.858)−0.310 (0.400)1.342*** (0.501)
Haddock × Easy-to-cook1.778*** (0.689)−0.855* (0.437)0.400 (0.276)
Hake × Breaded0.145 (1.163)0.322 (0.568)1.373*** (0.499)
Hake × Easy-to-cook−0.919 (4.903)0.208 (0.611)0.596* (0.305)
Sea bass × Breaded−2.110* (1.249)0.144 (0.372)0.817* (0.477)
Sea bass × Easy-to-cook0.200 (0.628)−0.274 (0.331)0.699** (0.285)
Sole × Breaded1.959** (0.856)0.345 (0.422)0.588 (0.448)
Sole × Easy-to-cook1.210 (0.843)−0.508 (0.476)0.046 (0.297)
OriginDomestic−0.225 (0.459)0.025 (0.160)−0.293*** (0.076)
Imported (Europe)−0.659* (0.379)−0.220 (0.191)−0.874*** (0.097)
Imported (Outside Europe)−0.794 (0.488)−0.187 (0.198)−0.895*** (0.145)
Sustainability MessagingHealthy fish stocks0.341 (0.211)0.199 (0.150)0.393*** (0.074)
Well-managed fishery0.550** (0.218)0.079 (0.148)0.292*** (0.072)
Price−0.453*** (0.067)−0.130*** (0.039)−0.304*** (0.041)
Covariates:
Male−0.141 (0.284)0.005 (0.209) 
Income above £30,000−0.248 (0.296)0.234 (0.214) 
Age25–340.469 (0.626)0.268 (0.329) 
35–440.213 (0.580)−0.244 (0.349) 
45–540.473 (0.606)−0.160 (0.388) 
55–641.163** (0.578)0.157 (0.452) 
Over 651.534***
(0.577)
−0.198 (0.550) 
Consume fish more than once a week−0.984*** (0.310)−0.138 (0.232) 
Class Probability0.14930.36190.4888
Log-Likelihood−7086.85
AIC14389.7
BIC15103.07
R20.1935
Adj. R20.1812
Observations5,460

Note(s): *** statistical significance at 1% level, ** statistical significance at 5% level; * statistical significance at 10% level

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