The marginal effects of fs1 were negative for very weak WTP and weak WTP. For modest, strong,and very strong WTP, the marginal effects were positive. This indicates that a consumer who had very strong recognition that high welfare products are healthier had a higher probability of having modest, strong, and very strong WTP compared with a consumer in the reference group. For weak and very weak WTP, the marginal eects were negative. The marginal effects of fs2 on each of the categories were similar.