Table 3 Descriptive statistics of the variables included in the double-hurdle model.
Variable type | Variable | Description | Mean | SD |
|---|---|---|---|---|
Dependent variables | Willingness to adopt (WTAd) [Y1] | Whether the kiwifruit farmer is willing to adopt the green food certification (GFC). (1 = Yes, 0 = No) | 0.52 | 0.50 |
Willingness to pay (WTP) [Y2] | The maximum amount the kiwifruit farmer would be willing to pay for GFC (CNY/mu/year) [1 mu = 666.7 m2] | 181.36 | 319.93 | |
Independent variables | Network size [X1] | The number of relatives and friends | 7.28 | 4.88 |
Network strength [X2] | 1 = never, 2 = occasionally, 3 = sometimes, 4 = often, 5 = frequently | 3.06 | 1.15 | |
Interpersonal trust [X3] | 1 = no trust, 2 = less trust, 3 = average, 4 = more trust, 5 = high trust | 3.20 | 1.02 | |
Institutional trust [X4] | 1 = no trust, 2 = less trust, 3 = average, 4 = more trust, 5 = high trust | 2.99 | 1.14 | |
Descriptive norms [X5] | The number of friends and family members who actively adopted GFC | 2.13 | 0.99 | |
Injunctive norms [X6] | The number of friends and family members who believe that we should adopt GFC | 3.35 | 0.90 | |
Training participation [X7] | Have you participated in any GFC training programs? (1 = Yes, 0 = No) | 0.59 | 0.49 | |
Age of household head [X8] | Age of the household head in years | 57.15 | 9.95 | |
Education of household head [X9] | Years of schooling of the household head | 7.43 | 2.87 | |
Head of household work type [X10] | 1 = part-time farmer, 0 = full-time farmer | 0.54 | 0.50 | |
Farm labor [X11] | Number of laborers engaged in kiwifruit production | 1.86 | 0.80 | |
Farm size [X12] | Kiwifruit farm area (mu [1 mu = 666.7 m2]) | 5.03 | 2.21 | |
Proportion of kiwifruit revenue [X13] | The proportion of kiwifruit income in total household income (%) | 36.95 | 19.72 | |
Perceived benefits [X14] | Adoption of GFC can increase income of the kiwifruit farmer (1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree) | 3.29 | 1.08 |
