Artículos de Investigación
Willingness to pay for aged mezcal in San Felipe, Guanajuato, Mexico
juan Oswaldo Cervantes Luna, est de doctorado- enrique Melo Guerrero, Dr
- ramon valdivia alcala, Doctor
- fermin sandoval Romero, doctor
- Araceli Gonzalez Juarez, est de doctorado
Published 2020-09-30
How to Cite
Cervantes Luna, juan O., Melo Guerrero, enrique, hernandez ortiz, juan, valdivia alcala, ramon, sandoval Romero, fermin, & Gonzalez Juarez, A. (2020). Willingness to pay for aged mezcal in San Felipe, Guanajuato, Mexico. Acta Universitaria, 30, 1–11. https://doi.org/10.15174/au.2020.2887
Abstract
The objective of the present investigation was to estimate the public’s willingness to pay for aged mezcal, handmade from Agave salmiana, cultivated, and originally from San Felipe, Guanajuato, Mexico. The contingent valuation method was used, and a survey was applied to 120 consumers. Through a binomial Logit model, it was found that the average Willingness to Pay (WTP) for mezcal was $576.82 pesos, which means an overprice of 37.34% with respect to the mezcal currently produced in the municipality. This represents an opportunity for producers to introduce a new kind of mezcal that allows them to increase their profit margins.