Table 4 Estimation results of the mixed...

Table 4

Estimation results of the mixed logit model (model 2, model 3 and model 4)

Variables/Attributes		Model 2	Model 3	Model 4
Random variable
COC label	Mean	1.7231***	1.6547***	1.2610***
	Standard Deviation	0.0319	1.2475***	0.5801*
Fixed variables
Price		−0.0387***	−0.0426***	−0.0387***
CGFC label		1.6619	1.7215***	1.6539***
Supermarket		−0.0638	−0.1551**	−0.0566
JD.com (Online)		−0.1736***	−0.1362*	−0.1704 ***
Pinduoduo (Online)		−0.7639***	−0.8427***	−0.7513***
Regional public brands for agricultural products		0.4042***	0.5943***	0.4081***
Private brand of agricultural product enterprises		0.4586***	0.4697***	0.4661***
ASC		−1.0950***	−1.1501 ***	−1.0949***
Interaction terms
Gender × COC label		−0.0424
Age × COC label		−0.1314***
Education × COC label		0.0754**
Income × COC label		0.0688***
Whether often buy vegetables or not? × COC label			−0.0734
How often do you buy vegetables a week? × COC label			−0.0260
Have you ever bought organic ginger? × COC label			0.3763***
Have you ever bought branded ginger? × COC label			0.3329***
Whether know about food safety certification? × COC label				1.05
Whether know about health benefits of ginger? × COC label				1.25
Whether to increase purchases after knowing the health benefits of ginger ? × COC label				5.31***
No. of respondents		1,312	1,312	1,312
No. of observations		43,296	43,296	43,296
McFadden’s LRI		0.3566	0.3582	0.3564
Adjusted Estrella		0.6205	0.6215	0.6194
Log Likelihood		−10,202	−10,176	−10,204

Variables/Attributes		Model 2	Model 3	Model 4
Random variable
COC label	Mean	1.7231***	1.6547***	1.2610***
	Standard Deviation	0.0319	1.2475***	0.5801*
Fixed variables
Price		−0.0387***	−0.0426***	−0.0387***
CGFC label		1.6619	1.7215***	1.6539***
Supermarket		−0.0638	−0.1551**	−0.0566
JD.com (Online)		−0.1736***	−0.1362*	−0.1704 ***
Pinduoduo (Online)		−0.7639***	−0.8427***	−0.7513***
Regional public brands for agricultural products		0.4042***	0.5943***	0.4081***
Private brand of agricultural product enterprises		0.4586***	0.4697***	0.4661***
ASC		−1.0950***	−1.1501 ***	−1.0949***
Interaction terms
Gender × COC label		−0.0424
Age × COC label		−0.1314***
Education × COC label		0.0754**
Income × COC label		0.0688***
Whether often buy vegetables or not? × COC label			−0.0734
How often do you buy vegetables a week? × COC label			−0.0260
Have you ever bought organic ginger? × COC label			0.3763***
Have you ever bought branded ginger? × COC label			0.3329***
Whether know about food safety certification? × COC label				1.05
Whether know about health benefits of ginger? × COC label				1.25
Whether to increase purchases after knowing the health benefits of ginger ? × COC label				5.31***
No. of respondents		1,312	1,312	1,312
No. of observations		43,296	43,296	43,296
McFadden’s LRI		0.3566	0.3582	0.3564
Adjusted Estrella		0.6205	0.6215	0.6194
Log Likelihood		−10,202	−10,176	−10,204

Source(s): Authors’ own creation

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