Table 7 Estimated coefficient of the OLS regression of consumers’ attitudes on ln(WTP)

Intercept

0.73*

(0.16)

0.70*

(0.15)

0.40*

(0.15)

Attitude: Quality

0.06*

(0.01)

0.06*

(0.01)

0.06*

(0.01)

Attitude: Convenience

 − 0.04*

(0.01)

 − 0.03*

(0.01)

 − 0.04*

(0.01)

Attitude: Environment

0.02*

(0.01)

0.02*

(0.01)

0.03*

(0.01)

Breed knowledge

0.18*

(0.05)

–

–

MP term knowledge

–

0.18*

(0.05)

–

Adjusted R²

0.13

0.14

0.13