Further estimations depending on income levels have been conducted. The kinds of
attitudes which are statistically significant differ in each income group. Price is
significant for all income levels except for the low income group in Naga and is less
significant for the low income group in Manila. Risk is significant at the 1 percent level
for all incomes in both cities. Environmental quality is also one of the factors which
influence consumers’ utility including the low income group. Lower rice quality
significantly decreases people’s utility in Manila while improving the quality does not
have an effect except for the high income group. Certification by any kind of institution
does not significantly increase the utility of the low income sample in Manila. However,
middle and high income groups in Manila gain positive utility from the certification by an
NGO and the Department of Agriculture while the Naga sample has a significant result
for all institutions except NGOs for the low income group. The fair trade factor is
significant for all income levels except for low income group in Naga.