Agricultural and Food Economics

Table 5 Estimated marginal willingness-to-pay (WTP) estimates

From: Traffic light nutrition labeling preferences among children

Attribute	WTP^a
Attribute	Yogurt ($/150 g)	Soft drinks ($/600 ml)
Yellow label fat^a	0.898 (0.074)***
Green label fat^a	1.028 (0.084)***
Yellow label sugar^b	0.767 (0.065)***	0.595 (0.090)***
Green label sugar^b	0.938 (0.080)***	0.891 (0.133)***
Does not contain sugar^b		1.053 (0.157)***
Green label salt^c	0.140 (0.026)***
Juice^d		0.187 (0.036)***

***, **, *Indicate significance at the 1%, 5%, and 10%, respectively
^aRed label fat was assigned as the base attribute
^bRed label sugar was assigned as the base attribute
^cYellow label salt was assigned as the base attribute
^dSoda was used as the base attribute

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