Acceso usuarios
Naxeai Luna Méndez, José Luis Jaramillo Villanueva, Javier Ramírez
The aim of the study was to determine the explanatory factors of the willingness to pay (WTP) a price premium for consuming local Castilla walnut versus the imported one in the region of “Sierra Nevada”, state of Puebla. Data were gathered from 216 questionnaires administered to consumers in three cities: Puebla capital, San Pedro Cholula and Atlixco. To explain the WTP, an econometric probit model with multiple intervals was estimated. A WTP a premium of 10 % for the attribute “local” was found. The explanatory variables were the price paid (PRECIO), safety of the product (INOCUIDAD) and gastronomic identity (IDENTIDAD).
