Vol. 35 (2025): Volumen 35
Artículos de Investigación

Consumer preferences and willingness to pay for organic and locally produced fruits in Puebla: a contingent valuation approach: Preferences and willingness to pay for organic fruit

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  • JOSE LUIS Jaramillo-Villanueva,
  • Ignacio Carranza-Cerda,
  • Luis Adolfo Zepeda Casillas,
  • Lissette Abigail Rojas-Juárez
JOSE LUIS Jaramillo-Villanueva
COLPOS
Bio
Ignacio Carranza-Cerda
COLEGIO DE POSGRADUADOS
Bio
Luis Adolfo Zepeda Casillas
COLEGIO DE POSGRADUADOS
Bio
Lissette Abigail Rojas-Juárez
Ayuntamiento de la ciudad de Puebla
Bio
DOI: https://doi.org/10.15174/au.2025.4432

Published 2025-07-02

How to Cite

Jaramillo-Villanueva, J. L., Carranza-Cerda, I., Zepeda Casillas, L. A., & Rojas-Juárez, L. A. (2025). Consumer preferences and willingness to pay for organic and locally produced fruits in Puebla: a contingent valuation approach: Preferences and willingness to pay for organic fruit. Acta Universitaria, 35, 1–18. https://doi.org/10.15174/au.2025.4432

Abstract

This paper analyzes consumer preferences and WTP for consuming organically and locally produced fruit. Data were obtained through a face-to-face structured interview with a statistical sample of 501 consumers. An ordered probit regression model was used to estimate WTP and marginal effects. Consumers considered it important and very important that the fruit they consume is produced in Mexico (66%), without chemicals (60%), and produced by small local producers (58%). 21% and 28% of the interviewees showed WTP between 15-25% higher if the fruit is produced locally and organically respectively. Price and consumer income were the main determinants in explaining WTP (p≤0.05). The high WTP revealed by consumers could be used to design a marketing strategy for organized producers in the Sierra Nevada of Puebla

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