Consumers’ Willingness to Pay for Attributes of Sustainability, Origin and Production Process in Raicilla

Pablo-Cano, Magdiel; Espejel-García, Anastacio; Hernández-Montes, Arturo; Hernández-Rodríguez, Landy

doi:10.3390/su16198633

Open AccessArticle

Consumers’ Willingness to Pay for Attributes of Sustainability, Origin and Production Process in Raicilla

by

Magdiel Pablo-Cano

¹

,

Anastacio Espejel-García

^1,*

,

Arturo Hernández-Montes

¹ and

Landy Hernández-Rodríguez

²

¹

Department of Agroindustrial Engineering, Autonomous University Chapingo, km 38.5 Carretera Mexico-Texcoco, Texcoco 56230, Mexico

²

Department of Agricultural Preparatory, Autonomous University Chapingo, km 38.5 Carretera Mexico-Texcoco, Texcoco 56230, Mexico

^*

Author to whom correspondence should be addressed.

Sustainability 2024, 16(19), 8633; https://doi.org/10.3390/su16198633

Submission received: 23 July 2024 / Revised: 28 September 2024 / Accepted: 1 October 2024 / Published: 5 October 2024

(This article belongs to the Section Sustainable Products and Services)

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Abstract

In recent years, consumer concern about the origin, process and environmental impact of food and beverages has increased significantly, due to sustainability and food safety issues. However, studies of consumers’ willingness to pay for these types of attributes in traditional agave distillates are scarce. In this article, a discrete choice experiment was carried out on a sample of Mexican Raicilla consumers (n = 300) to estimate their willingness to pay for attributes such as ecolabels, protections of origin and the production process; the analysis was performed using a mixed logit model. The results showed that consumers are willing to pay a higher price for a Raicilla that contains on the label the region of origin, the production process (ancestral or artisanal), that has some legal-economic protection, such as geographical indication or designation of origin, and certifications in water management and organic production. The methodology of discrete choice experiments made it possible to jointly evaluate the extrinsic attributes in the willingness to pay for a traditional agave distillate, allowing its influence on the decision to purchase to be determined.

Keywords: ecolabels; discrete choice experiments; economic valuation; protection of origin; agave distillate

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MDPI and ACS Style

Pablo-Cano, M.; Espejel-García, A.; Hernández-Montes, A.; Hernández-Rodríguez, L. Consumers’ Willingness to Pay for Attributes of Sustainability, Origin and Production Process in Raicilla. Sustainability 2024, 16, 8633. https://doi.org/10.3390/su16198633

AMA Style

Pablo-Cano M, Espejel-García A, Hernández-Montes A, Hernández-Rodríguez L. Consumers’ Willingness to Pay for Attributes of Sustainability, Origin and Production Process in Raicilla. Sustainability. 2024; 16(19):8633. https://doi.org/10.3390/su16198633

Chicago/Turabian Style

Pablo-Cano, Magdiel, Anastacio Espejel-García, Arturo Hernández-Montes, and Landy Hernández-Rodríguez. 2024. "Consumers’ Willingness to Pay for Attributes of Sustainability, Origin and Production Process in Raicilla" Sustainability 16, no. 19: 8633. https://doi.org/10.3390/su16198633

APA Style

Pablo-Cano, M., Espejel-García, A., Hernández-Montes, A., & Hernández-Rodríguez, L. (2024). Consumers’ Willingness to Pay for Attributes of Sustainability, Origin and Production Process in Raicilla. Sustainability, 16(19), 8633. https://doi.org/10.3390/su16198633

Note that from the first issue of 2016, this journal uses article numbers instead of page numbers. See further details here.

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Consumers’ Willingness to Pay for Attributes of Sustainability, Origin and Production Process in Raicilla

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