The estimated model results are listed in Table 3. Each of the estimated parameters are
statistically significant at least at 10 % significant level for the whole sample in Manila as
well as Naga sample except for EAT(Fair) attribute. These parameters indicate how much
individual’s utility increases when each attribute goes up by one unit, which is one peso
for price, one percent for risk, a unit improved from status-quo level to the level of
comparison for environmental and eating quality, and comparisons between no
certification and certification by certain agency and situation without fair trade versus
with fair trade. Signs are all consistent with the ones we expected except for the
insignificant attribute of Naga sample. Respondents’ utility decreases if price increases as
the result of choosing non-conventional rice, increases when the percentage of reduced
risk increases, increases when farm environment improved from bad to fair, from bad to good, and from bad to very good level, decreases if eating quality is degraded from good
to bad, from good to fair, increases if the quality is improved from good to excellent,
increases if certification is available on the produce, and increases if fair trade is enforced.