Table 5. Relationship between willingness-to-pay premium and demographics

Variable		Canned ham primary ingredient
		Handon pork	Lab-grown	Plant-based
Intercept		9.341***(0.049)	8.853***(0.037)	9.103***(0.040)
Age(base: 60s and older)	20s	0.116***(0.043)	0.127***(0.032)	0.107***(0.035)
	30s	0.111***(0.042)	0.076**(0.032)	0.087**(0.034)
	40s	0.089**(0.043)	0.079**(0.031)	0.075**(0.034)
	50s	0.037(0.038)	0.013(0.028)	0.047(0.031)
College degree or higher		0.045(0.029)	0.030(0.022)	0.048**(0.023)
Household income(base: less than 2 million won)	2–3.99 million won	0.059(0.045)	0.013(0.034)	–0.015(0.036)
	4–5.99 million won	–0.042(0.050)	–0.034(0.037)	–0.012(0.040)
	6–7.99 million won	0.005(0.054)	0.051(0.040)	0.008(0.043)
	More than 8 million won	–0.101*(0.057)	–0.068(0.042)	–0.092**(0.045)
Household size		0.030(0.031)	0.046**(0.023)	0.039(0.025)
Children under 13		–0.025(0.028)	–0.039(0.021)	–0.041*(0.023)
Experience with meat alternatives		–0.002(0.027)	–0.010(0.021)	0.005(0.022)
Subjective knowledge		–0.013(0.026)	–0012(0.019)	–0.009(0.022)
r2		0.04	0.04	0.03

Numbers in parentheses are SEs.
Denote statistical significance at the 10%, 5%, 1%, respectively.