Do Consumers Pay Attention to the Organic Label When Shopping Organic Food in Italy? - Organic Food and Agriculture: New Trends and Developments in the Social Sciences - page 122

ORG_LABEL IP OP

Coefficients Estimates t-ratio Estimates t-ratio Estimates t-ratio

Intercept -0.798 -2.21 0.44 2.88

**

1.57 6.76

**

*
*

FEMALE 0.29 2.24

*
*

LW_INC -0.543 -3.26

*
*
*

KNOW 0.202 1.91

GMOs 0.55 3.32

*
*

NOSNACK 0.267 4.33

*
*

STRESS 0.224 3.60

*
*

ORG_LABEL 0.44 4.04

**

GOOD 0.37 4.05

**

HEALTH 0.29 2.90

**

FRESH 0.20 1.71

**

DIFFICULTY -0.25 -2.22

**

IP 0.31 3.82

**

MORAL 0.312 3.68

**

N 380

**

Log
Likelihood

-704.2

**



0.60 5.55

*
*

0.90 9.92

**



1.49 11.19

*
*

 2.66 17.14

Correlations

Organic label
paying
attention

0.32 1.91 0.16 2.05

** *

Intention to
purchase

0.75 7.59

**

(**) (*) denotes statistical significance at the 1 (5) (10) per cent significance levels
Table 7. Results of Multivariate probit model

With respect to the marginal effects on consumers' pay attention to organic label when
shopping (table 8), results indicate that female consumers have a higher probability to pay
attention to organic label. Moreover, as we expected, there is a negative relationship
between low income and paying attention to organic label. One of possible explication of
these results is that people with low income are more likely to have a lower attention to
organic labeling when shopping because of the higher price of the products.
The marginal effects of self-reported and objective knowledge are as expected. Those
consumers who believe that organic food label is GMOs free, and they state a higher self-
reported knowledge of these products are more likely to state a higher probability to pay