Table 1. Variable names, definitions and...

Table 1.

Variable names, definitions and means for probit and multivariate (MV) probit models

		Probit	MVProbit
Variable name	Variable definition	Means (N = 875)	Means (N = 462)
Dependent variables
Probit:
TN	1 if chose TN made hard apple cider, 0 otherwise	0.528	–
MV probit:	1 if attribute is a very or extremely important attribute to hard apple cider purchase decision, 0 otherwise
Tennessee made	Tennessee made	–	0.680
Use heirloom apples	Made using heirloom apples	–	0.329
Sparkling	Sparkling (carbonation)	–	0.340
Sweetness/dryness	Sweetness/dryness	–	0.738
Price	Price	–	0.548
No preservatives	No preservatives added	–	0.561
Explanatory variables
P_TN	Premium TN cider ($0.00, $1.50, $3.00, $4.50 and $6.00)	2.935	–
AGE	Age of respondent in years	47.727	46.665
FEMALE	1 if female gender, 0 otherwise	0.503	0.515
COLLGRAD	1 if college graduate, 0 otherwise	0.402	0.355
HHINCDOL	2018 household income thousand dollars before taxes	69.977	67.403
LOCFOOD	Local foods opinions index^a	4.178	4.300
METRO	1 if reside in a metro area, 0 otherwise	0.550	0.506
WEST	1 if reside in West TN, 0 otherwise	0.199	0.182
MIDDLE	1 if reside in Middle TN, 0 otherwise	0.384	0.366
FARMBACK	1 if farm background, 0 otherwise	0.270	0.266
FAMILIAR	Familiarity hard apple cider (1 = not at all, …5 = extremely)	3.223	3.294
CIDERFREQ	Frequency of hard previous hard apple cider purchases (1 = never, …, 8 = weekly)	3.169	2.606
WKLYBEER	1 if a weekly beer purchaser, 0 otherwise	0.275	0.290
WKLYWINE	1 if a weekly wine purchaser, 0 otherwise	0.186	0.197
WKLYWINECOOL	1 if a weekly wine cooler purchaser, 0 otherwise	0.077	0.087
WKLKYLIQ	1 if a weekly liquor purchaser, 0 otherwise	0.127	0.128
WKLYMALT	1 if a weekly malt liquor purchaser, 0 otherwise	0.063	0.056
WKLYALCEXP	Weekly expenditures on alcoholic beverage (at and away from home)	18.089	18.718
CONSEQ	Responses will likely influence offerings of TN made hard apple ciders (1 = strongly disagree, …, 5 = strongly agree)	3.718	3.799
GROCERY	1 if most likely purchase hard apple cider in a food retail store (grocery, big box and wholesale club), 0 otherwise	0.657	0.626

		Probit	MVProbit
Variable name	Variable definition	Means (N = 875)	Means(N = 462)
Dependent variables
Probit:
TN	1 if chose TN made hard apple cider, 0 otherwise	0.528	–
MV probit:	1 if attribute is a very or extremely important attribute to hard apple cider purchase decision, 0 otherwise
Tennessee made	Tennessee made	–	0.680
Use heirloom apples	Made using heirloom apples	–	0.329
Sparkling	Sparkling (carbonation)	–	0.340
Sweetness/dryness	Sweetness/dryness	–	0.738
Price	Price	–	0.548
No preservatives	No preservatives added	–	0.561
Explanatory variables
P_TN	Premium TN cider ($0.00, $1.50, $3.00, $4.50 and $6.00)	2.935	–
AGE	Age of respondent in years	47.727	46.665
FEMALE	1 if female gender, 0 otherwise	0.503	0.515
COLLGRAD	1 if college graduate, 0 otherwise	0.402	0.355
HHINCDOL	2018 household income thousand dollars before taxes	69.977	67.403
LOCFOOD	Local foods opinions index^a	4.178	4.300
METRO	1 if reside in a metro area, 0 otherwise	0.550	0.506
WEST	1 if reside in West TN, 0 otherwise	0.199	0.182
MIDDLE	1 if reside in Middle TN, 0 otherwise	0.384	0.366
FARMBACK	1 if farm background, 0 otherwise	0.270	0.266
FAMILIAR	Familiarity hard apple cider (1 = not at all, …5 = extremely)	3.223	3.294
CIDERFREQ	Frequency of hard previous hard apple cider purchases (1 = never, …, 8 = weekly)	3.169	2.606
WKLYBEER	1 if a weekly beer purchaser, 0 otherwise	0.275	0.290
WKLYWINE	1 if a weekly wine purchaser, 0 otherwise	0.186	0.197
WKLYWINECOOL	1 if a weekly wine cooler purchaser, 0 otherwise	0.077	0.087
WKLKYLIQ	1 if a weekly liquor purchaser, 0 otherwise	0.127	0.128
WKLYMALT	1 if a weekly malt liquor purchaser, 0 otherwise	0.063	0.056
WKLYALCEXP	Weekly expenditures on alcoholic beverage (at and away from home)	18.089	18.718
CONSEQ	Responses will likely influence offerings of TN made hard apple ciders (1 = strongly disagree, …, 5 = strongly agree)	3.718	3.799
GROCERY	1 if most likely purchase hard apple cider in a food retail store (grocery, big box and wholesale club), 0 otherwise	0.657	0.626

Notes:

^aLOCFOODS is an average of Likert agreement ratings about local foods statements: try to purchase local foods whenever possible, local foods helps local businesses, local foods likely fresher, local foods travel shorter distances so likely better for environment and local foods likely taste better. The calculated Cronbach’s scale reliability coefficient is 0.82 > 0.80 (cutoff for using a linear index of the variables) (Cronbach, 1951)

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