barely significantp < 0.1
According to the results presented in Table 3 , the negative sign of the dark red meat colour is barely significant ( p < 0.1) and decreases consumer utility.
According to the results presented in Table 3 , the negative sign of the dark red meat colour is barely significant ( p < 0.1) and decreases consumer utility.
The price attribute is negative and highly significant, showing that, in accordance with economic theory, a higher price reduces consumer utility.