Table 3 Estimation results of the mixed...

Table 3

Estimation results of the mixed logit model (model 1)

Variables/Attributes		Coefficient	Standard error
Random variable
COC label	Mean	1.9085***	0.0603
	Standard Deviation	1.2882***	0.1823
Fixed variables
Price		−0.0427***	0.002485
CGFC label		1.7217***	0.0370
Supermarket		−0.1553***	0.0540
JD.com (Online)		−0.1359**	0.0600
Pinduoduo (Online)		−0.8425***	0.0542
Regional public brands for agricultural products		0.5948***	0.0671
Private brand of agricultural product enterprises		0.4698***	0.0405
ASC		−1.1512***	0.0621
No. of respondents		1,312
No. of observations		43,296
McFadden’s LRI		0.3552
Adjusted Estrella		0.6188
Log Likelihood		−10223

Variables/Attributes		Coefficient	Standard error
Random variable
COC label	Mean	1.9085***	0.0603
	Standard Deviation	1.2882***	0.1823
Fixed variables
Price		−0.0427***	0.002485
CGFC label		1.7217***	0.0370
Supermarket		−0.1553***	0.0540
JD.com (Online)		−0.1359**	0.0600
Pinduoduo (Online)		−0.8425***	0.0542
Regional public brands for agricultural products		0.5948***	0.0671
Private brand of agricultural product enterprises		0.4698***	0.0405
ASC		−1.1512***	0.0621
No. of respondents		1,312
No. of observations		43,296
McFadden’s LRI		0.3552
Adjusted Estrella		0.6188
Log Likelihood		−10223

Note(s): ① ***, ** and* indicate significance at 1, 5 and 10% significance levels, respectively (the same below)

②Price attribute is the actual price, the base of Certification label attribute is “No certification”, the base of Purchase place attribute is “Wet markets”, and the base of Brand attribute is “No brand”

Source(s): Authors’ own creation

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