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

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.

1. Introduction

Agave distillates are defined as alcoholic beverages obtained from the distillation of fermented juices extracted from mature maguey or cooked agave heads; these beverages are characterized by their aroma and flavor, which depend on the species of maguey or agave used in the production process, as well as factors such as soil type, topography, climate, and production practices [1].

Mexico has a wide variety of agave distillates, including Tequila, Mezcal, Raicilla, and Bacanora; highlighting tequila and mezcal as the main agave distillates with a Denomination of Origin is important, not only because of their permanence in the market over time, but also because of the large volumes of production and export. Currently, these two are among the products with the highest export value at a national level. An analysis of the rapid growth in the production of agave distillates in Mexico, tequila and mezcal, shows how the multidimensional interaction of social, political, and economic factors is generating a serious socio-environmental problem. This productive intensification, encouraged by the implementation of a mercantile system accelerated by the scheme of designations of origin, is advancing at the expense of a clearly agro-extractive model, generating innumerable consequences related to the expansion of the agricultural frontier, the change in land use and the imposition of agave monocultures [2]. However, these models seem to influence agave distillates with lower production, such as Raicilla, which has had a designation of origin since 2019, and is produced in the state of Jalisco (Sierra Occidental and Costa region).

However, even though it obtained a designation of origin in 2019, it has remained in the background of marketing, since its presence as a quality artisanal agave distillate has been little appreciated by most consumers of this type of beverage. Some factors that have contributed to its poor promotion have been the low production volumes reported by producers. In this sense, the Institute of Statistical and Geographic Information of the State of Jalisco reported in its statistical yearbook that Raicilla exports grew 567.9% from 2021 to 2022, going from MEX$ 64,316 to MEX$ 429,570. Likewise, exports for the January-August period increased by 29.4% from 2022 to 2023, going from MEX$ 261,637 to MEX$ 338,481 [1].

The importance of Raicilla has taken a back seat compared to emblematic drinks such as mezcal and tequila, which stand out for their high production volume [3,4]. Due to the above, the need arises to explore the influence of various extrinsic attributes in agave distillates, such as Raicilla de Jalisco, including ecolabels, protections of origin and production processes, to evaluate consumers’ willingness to pay and to identify potential market niches with responsible consumption.

The origin of food and beverages can be one of the crucial factors in consumers’ decision-making and significantly influences their purchasing decision [5,6], because it can be part of the perception of the quality, authenticity and value of the product [7,8]. Protection of origin is one of the certifications that establishes that the product is made totally or partially in a specific geographic region [9]. These certifications protect the authenticity and quality of the products, as well as promoting an appreciation of the producing regions and generating a sense of identity and belonging in local communities [1].

Consumer awareness of environmental issues associated with conventional food production practices has increased considerably in recent decades [10], leading an increasing number of consumers to shift toward consumption patterns that are perceived as more sustainable [5,6]. In recent years, various environmentally friendly certification systems have been created in the food industry, from water management and biodiversity to organic production; these certifications can be a key differentiating factor for consumers seeking to align their personal values with their purchasing decisions [6,8].

Information and certifications regarding the origin, production process and eco-labels represent an opportunity for the traditional beverage market since consumer choices are often based on the available information found on the bottle [11]. Therefore, it is important to evaluate the influence of these extrinsic attributes on consumers’ willingness to pay for agave distillates.

Discrete choice experiments (DCEs) are a tool to evaluate the willingness to pay for a given product based on established preferences. Their objective is to obtain individual preferences regarding goods or services in different hypothetical scenarios. In this methodology, participants choose between two or more alternatives for a specific product or service, while the levels of its attributes are systematically altered, using an experimental design. These choices provide detailed information about the valuation, which can subsequently be estimated using choice modeling techniques [12,13].

Some studies have focused on evaluating consumers’ willingness to pay for foods with sustainability certifications and origin protections [5,14]; however, very few have addressed traditional alcoholic beverages and the influence that the production process, origin or eco-labels may have [1]. Therefore, the present research focused on a study of the willingness to pay for the agave distillate “Raicilla”, using discrete choice experiments to study consumers’ willingness to pay for protections of origin, eco-labels and production processes, with the purpose of exploring the most relevant preferences and factors in the consumption and purchase of Raicilla, as well as evaluating the functionality of the methodology used.

2. Materials and Methods

2.1. Participants and Survey Designs

The study was carried out by designing and applying a survey in Google Forms to a sample of 300 Raicilla consumers of Mexican nationality. Participants were recruited through intentional and reasoned sampling with predetermined criteria [15]. The number of participants was validated using the maximum variance [16], with a reliability of 95% and a margin of error of 7%.

Participants were recruited through digital platforms using three predetermined selection criteria: Mexican nationality, over 18 years of age, and Raicilla consumers. The survey contained four sections, the first of which showed a brief explanation of the general objective of the research and the selection criteria. In the second section, the frequency of Raicilla consumption was evaluated. In the third, the willingness to pay extra for a Raicilla was evaluated using the discrete choice experiment tool, and the fourth section consisted of a series of questions to determine the sociodemographic characteristics of the participants (

Table 1. Sociodemographic and consumption data evaluated.

Data			Type	Specifications
	Sociodemographic
		Sex	Qualitative	Feminine, masculine, other.
		Age	Qualitative	23–30 years, 31–40 years, 41–50 years, 51–60 years, <60 years.
		Occupation	Qualitative	Self-employed, government employee, employee (non-government), homemaker, retired, student.
		Monthly income (MEX$)	Qualitative	Less than MEX$ 3000.00; MEX$ 3000.00 to MEX$ 6000.00; MEX$ 6001.00 to MEX$ 12,000.00; MEX$ 12,001.00 to MEX$ 18,000.00; greater than MEX$ 18,000.00.
	Of consumption
		Average consumption of Raicilla per month	Quantitative	Numeric quantity.
		Average number of bottles (750 mL) of Raicilla purchased per month	Qualitative	0–1 bottle, 2–4 bottles, 5–9 bottles, <9 bottles.
		Raicilla consumer self-assessment	Quantitative	Likert-type scale of 10-point (1: indifferent; 10: enthusiastic).

).

2.2. Selection of Attributes and Levels

After establishing a rapprochement between the research group and the Raicilla producers, the attributes to be evaluated and their respective levels were defined. This process was based on realistic and viable situations, with the objective of serving emerging markets. The identification of these attributes and levels involved analyzing the current characteristics of the product, by obtaining information through a bibliographic review, participatory diagnosis, interviews with key actors and the formation of discussion groups [17,18]. The most widely known and disseminated Raicilla in the region was used as a reference point, avoiding mentioning specific brands or establishments, to focus on the extrinsic attributes of the drink [17].

Seven extrinsic attributes of Raicilla were selected (

Table 2. Attributes and levels for the discrete choice experiment.

Area	Attribute	Attribute Levels *
Region of origin	Origin	Coast (1); Sierra (2).
Process	Production process	Classic (0); Artisanal (1); Ancestral (2).
Legal-economic protection	Legal-economic protection	Without legal-economic protection (0); Collective brand (1); Geographical indication (2); Designation of origin (3).
Sustainability	Biodiversity management	No certificate (0); Certificate (1).
	Water management	No certificate (0); Certificate (1).
	Organic production	No certificate (0); Certificate (1).
Price	Price per bottle	MEX$ 300; MEX$ 600; MEX$ 900; MEX$ 1200.

* (0) = status quo; (1) = improvement level 1; (2) = improvement level 2; (3) = improvement level 3.

), including price, origin, production process, legal-economic protection, and sustainability certificates (sustainable management of biodiversity, sustainable water management, and organic production).

The origin attribute refers to the geographical region in which the Raicilla was produced, including the two areas that make up the designation of origin: Coast and Sierra; both belonging to the state of Jalisco. The production process (classic, artisanal or ancestral) is an attribute that represents the way in which the Raicilla was produced. This classification is defined in the DRAFT of the Standard of, “Alcoholic Beverages -Raicilla-Denomination, specifications, commercial information and test methods” [9,19].

Legal-economic protection refers to a certification granted to a product, intended to safeguard both the product itself and the associated production methods. This certification establishes that the product is made totally or partially in a specific geographic region, or according to a particular method or ingredients [20]. In essence, it confirms that the product, with its distinctive characteristics and quality, reflects the uniqueness of the territory of origin [9,19].

The legal-economic protection attribute included four levels: no protection, collective brand, geographical indication and designation of origin. The designation of origin is the current legal-economic protection granted to Raicilla, which is the certification that identifies a product whose quality or characteristics are essentially or exclusively due to a particular geographical environment and its inherent natural and human factors, in which the entire process must be carried out in the specified geographical area [1,20]. The geographical indication represents the certification which identifies that the quality, reputation or other characteristic of the product is essentially attributable to its geographical origin, in which only one of the steps of the production process could be carried out in the specified geographical area [20]. On the other hand, the collective brand is a certificate that is used to distinguish the products or services of its members in the market with respect to the products or services of third parties. Its use is exclusively reserved for members of an association or society and is subject to the rules determined by said members [1].

To verify the differences in consumer preferences with regard to certifications related to sustainability in Raicilla production, three types of certificates were selected: sustainable management of biodiversity, sustainable water management, and organic production. With these certifications, we seek to balance present needs with the ability of future generations to satisfy their own needs, while promoting development that is environmentally healthy, socially fair, and economically viable in the long term [2].

The certificate of sustainable biodiversity management refers to the fact that specific agronomic practices have been followed to guarantee the protection of biodiversity in the region during the production of Raicilla. The preliminary condition for effective sustainable management practices, such as biodiversity protection practices, is that consumers are willing to pay a premium price to cover potentially higher costs, particularly those focused on the environment [5,21].

The organic production certificate refers to a certificate or seal that indicates that a product has been produced following agricultural and processing practices that meet specific organic farming standards. These standards often include regulations related to the use of pesticides and chemical fertilizers, soil conservation, protection of biodiversity, animal welfare, and environmental sustainability in general [22]. The certified organically produced attribute was selected because it represents one of the most well-known food and beverage labels on the market [11,23]. On the other hand, the sustainable water management certificate refers to the sustainable management of water within the production process.

Finally, the price attribute represented four levels at which a 750 mL bottle of Raicilla was priced in the national currency (Mexican pesos): MEX$ 300.00, MEX$ 600.00, MEX$ 900.00 and MEX$ 1200.00.

2.3. Discrete Choice Experiment

The economic valuation was carried out using the survey-based method of discrete choice experiment to estimate the willingness of Raicilla consumers to pay for the attributes of price, region of origin, production process, legal-economic protection and sustainability certificates. This valuation approach is appropriate, since the elements that comprise legal-economic protection and sustainability programs are not directly observable by consumers in the real market, and a hypothetical market is constructed.

The choice experiment consisted of seven attributes; according to the number of these and their levels, there were 768 possible combinations [(4 × 2 × 2 × 2 × 2 × 3) (4)], an unlikely situation to carry out, so fractional factor analysis was used through the orthogonal design using D-efficient [24]. This experimental design determined that the minimum number of necessary combinations was 16 profiles in order to be able to accurately estimate the consumer preference function (

Table 3. List of profiles or combinations obtained from fractional factor analysis.

Profile	Region	Process	Protection	Biodiversity	Water	Organic	Price
1	Coast	Classic	Collective brand	Certificate	Without certificate	Without certificate	600
2	Coast	Ancestral	Without protection	Certificate	Certificate	Without certificate	1200
3	Mountain range	Artisanal	Appellation of origin	Certificate	Certificate	Without certificate	600
4	Coast	Classic	Geographical indication	Certificate	Certificate	Certificate	900
5	Mountain range	Classic	Without protection	Without certificate	Without certificate	Without certificate	300
6	Mountain range	Classic	Geographical indication	Certificate	Without certificate	Without certificate	1200
7	Coast	Ancestral	Appellation of origin	Certificate	Without certificate	Certificate	300
8	Mountain range	Ancestral	Collective brand	Without certificate	Certificate	Without certificate	900
9	Mountain range	Artisanal	Without protection	Certificate	Without certificate	Certificate	900
10	Coast	Classic	Appellation of origin	Without certificate	Without certificate	Without certificate	900
11	Coast	Artisanal	Collective brand	Without certificate	Without certificate	Certificate	1200
12	Coast	Artisanal	Geographical indication	Without certificate	Certificate	Without certificate	300
13	Mountain range	Classic	Collective brand	Certificate	Certificate	Certificate	300
14	Coast	Classic	Without protection	Without certificate	Certificate	Certificate	600
15	Mountain range	Classic	Appellation of origin	Without certificate	Certificate	Certificate	1200
16	Mountain range	Ancestral	Geographical indication	Without certificate	Without certificate	Certificate	600

). This was carried out using an SPSS^® version 25.0 statistical package [25] to minimize the correlation between the attributes [26] and generate optimal, orthogonal and balanced scenarios (each level appeared in the attribute the same number of times). The model used for design optimization was linear. The profiles were randomly grouped into pairs to obtain eight sets, including the option of not purchasing any Raicilla (Figure 1).

2.4. Statistic Analysis

In discrete choice experiments, obtained utility is measured on an ordinal scale (ordinal utility theory), so only differences in utility matter [5]. The utility function is described as:

$${\mathrm{U}}_{\mathrm{n}\mathrm{j}\mathrm{t}}={\mathsf{\beta }}_{\mathrm{n}}^{\prime }{\mathrm{X}}_{\mathrm{n}\mathrm{j}\mathrm{t}}+{\mathsf{\epsilon }}_{\mathrm{n}\mathrm{j}\mathrm{t}}$$

(1)

where n is the individual, j is the alternative, t is the chosen occasion. β_n is a vector of specific individual parameters that explain preference heterogeneity and is assumed to be random.

From the data obtained, an econometric analysis was carried out to estimate the parameters with the maximum likelihood estimation procedure [27], using outputs of the mixed logit model or random parameters with an XLSTAT 2019 statistical package (Lumivero, Denver, CO, USA) [28]. All attributes evaluated (price, origin, production process, legal-economic protection, and sustainability certificates) were considered as random variables, in order to control and model the heterogeneity of preferences, thus improving the model’s capacity to reflect the complexity of individuals’ decisions [29]. The mixed logit model is flexible and allows random variation, correlations in unobserved factors over time, and unrestricted substitution patterns to be controlled. This model makes it possible to be aware of the heterogeneity in preferences [5,30].

For each attribute level, the coefficients obtained from the mixed logit model parameters were introduced into the marginal willingness to pay formula. The marginal willingness to pay is the willingness to pay for a unit change in one of the intervention areas, while the rest are kept constant. The willingness to pay for a marginal change in any of the attributes analyzed resulted from dividing the estimated coefficient of each attribute level by the coefficient of the rate attribute.

3. Results

The Raicilla sociodemographic and consumption characteristics of the participants in the discrete choice experiment study are shown in

Table 4. Sociodemographic and Raicilla consumption characteristics of the participants.

Variable	Range	Frequency	Percentage
Gender	Male	158	52.7
	Female	138	46.0
	Other	4	1.3
Place of residence	Jalisco	120	40.0
	Nayarit	40	13.3
	Colima	38	12.7
	Mexico	28	9.3
	Mexico City	28	9.3
	Guanajuato	10	3.3
	Michoacan	10	3.3
	Others	26	8.7
Age	23–30	40	13.3
	31–40	110	36.7
	41–50	110	36.7
	51–60	24	8.0
	Over 60	16	5.3
Occupation	Employee (non-government)	108	36.0
	Self-employed	96	32.0
	Government employee	48	16.0
	Student	30	10.0
	Retired	10	3.3
	Homemaker	8	2.7
Monthly income	Less than MEX$ 3000.00	10	3.3
	MEX$ 3000.00 to MEX$ 6000.00	20	6.7
	MEX$ 6001.00 to MEX$ 12,000.00	72	24.0
	MEX$ 12,001.00 to MEX$ 18,000.00	104	34.7
	Greater than MEX$ 18,000.00	94	31.3
Consumption per month	1 time	95	31.7
	2 times	72	24.0
	3 to 4 times	83	27.7
	Greater than 5 times	50	16.7
Quantity/month	0 to 1 bottle of Raicilla	214	71.3
	2 to 4 bottles of Raicilla	80	26.7
	>5 bottles of Raicilla	6	2.0
Self-qualification as a consumer	1 to 3	36	12.0
	4 to 7	96	32.0
	8 to 10	168	56.0

. The sample consisted of a total of 300 consumers; Olsen and Meyerhoff (2016) [31] report that sample sizes between 50 and 60 respondents are a sufficient number to obtain accurate estimates in this type of tests; however, they conclude that as the sample size increases, so does the probability of obtaining significant models.

Of the total number of respondents, a greater participation of the male gender was found, followed by the female and, to a lesser extent, other genders. The average age was 42 years, and the predominant age range was between 31 and 50 years, with a participation of 73.4%. The states of Jalisco, Nayarit and Colima represented 66% of the participants’ place of residence. Regarding occupation, employees (non-government) and the self-employed showed the highest percentages. Approximately two-thirds of those surveyed reported an income greater than MEX$ 12,000.00 per month, with a decrease in participation in the lower ranges. The consumption of Raicilla by the participants was mainly characterized by consuming one to four times monthly, with a majority acquiring one bottle of Raicilla per month, and with a predominantly enthusiastic self-rating. Of the total number of female participants, 30.4% reported consuming Raicilla once a month, 25.4% twice a month, 29.7% three to four times a month, and 14.7% consumed it more than five times a month. This result is very homogeneous with that reported by the male gender, who reported monthly consumption of 32.3%, 23.4%, 25.9%, and 18.4%, respectively. The same situation was found in the amount of Raicilla consumed per month, as well as in the self-rating that each consumer gives themselves regarding their Raicilla consumption.

The estimated parameters for the mixed logit model are shown in

Table 5. Results of the estimations of a mixed logit model for Raicilla.

Variable		Main Effects Model (Log Likelihood 8261.31)
Area	Attribute	Coefficient	Standard Error	Wald χ2	Lower Limit (95%)	Upper Limit (95%)
Interception	Interception	−0.971	0.049	391.780 *
Price	Price	−0.002	0.000	455.108 *	−0.002	−0.002
Region	Coast	1.205	0.124	93.941 *	0.961	1.448
	Mountain range	1.328	0.124	115.517 *	1.085	1.570
Process	Artisanal	0.519	0.080	42.654 *	0.364	0.675
	Ancestral	0.777	0.078	98.095 *	0.623	0.931
Legal-Economic Protection	Collective Brand	0.697	0.088	63.386 *	0.525	0.868
	Geographical Indication	1.103	0.091	148.146 *	0.925	1.281
	Appellation of origin	0.929	0.089	109.168 *	0.755	1.104
Sustainability	Biodiversity management label	0.034	0.064	0.276	−0.092	0.159
	Water management label	0.722	0.064	128.610 *	0.597	0.846
	Organic production label	0.437	0.064	46.493 *	0.311	0.562

* p < 0.0001.

. The econometric models were selected based on three criteria: (a) that the coefficients of the variables had the expected signs; (b) that the majority of the coefficients of the variables independent were significant at at least a 90% confidence level; and (c) that the maximum likelihood log of the model (log likelihood) is large [32]. The evaluated models that included sociodemographic characteristics were not significant. The model that best fits in this study was the main effects model (Model 1; Table 4), presenting a higher log-likelihood value.

The values of McFadden’s pseudo R² are considered relevant in both models (0.237 and 0.244). According to some authors, such as Valdivia et al. (2023) [32] and Melo-Guerrero et al. (2020) [17], a value obtained from McFadden’s R² between 0.2 and 0.4 would be equivalent to an R² of 0.70–0.90 in ordinary least squares, which indicates a good fit.

In the main effects model (Table 5), the variables that were highly significant at the 0.01% level of significance were the price, the region of origin (Coast and Sierra), the production process (artisanal and ancestral), legal-economic protection (collective trademark, geographical indication and designation of origin) and sustainability labels (water management and organic production). Only the biodiversity management label variable was not significant.

The marginal willingness to pay is presented in

Table 6. Marginal willingness to pay for Raicilla among Mexican consumers.

Area	Attribute	Marginal Willingness to Pay
Region	Coast	602.5
	Mountain range	664
Process	Artisanal	259.5
	Ancestral	388.5
Legal-Economic Protection	Collective Brand	348.5
	Geographical Indication	551.5
	Appellation of origin	464.5
Sustainability	Biodiversity management label	17
	Water management label	361
	Organic production label	218.5

. The attributes most valued by the participants of this research were those related to the production region, with the highest marginal willingness to pay being in the Sierra region with values higher than MEX$ 600. The attributes related to legal-economic protection (geographical indication and designation of origin) represent the second most valued group (values between MEX$ 450 and MEX$ 560), which shows the importance of origin, as well as its protection. The third group includes the ancestral process, the collective brand, as well as the eco-label related to water management, with values of MEX$ 340 to MEX$ 390. The fourth group with a marginal willingness to pay MEX$ 210 to MEX$ 260 is the artisanal process and the eco-label related to organic production. Finally, the least valued attribute was the eco-label for biodiversity management with a marginal willingness to pay of MEX$ 17.

4. Discussion

The interpretation of the data obtained from the Logit model was carried out considering the estimated coefficients for each variable and their statistical significance. Positive coefficients indicated a positive association with a willingness to pay extra, while negative coefficients suggested a negative association. The price presented a negative coefficient in the model obtained, being the only variable with a negative association. This result suggests that the willingness to buy Raicilla decreases as the price increases. This result agrees with economic theory [33] and with what was reported by various authors for alcoholic beverages, such as González-Juárez et al. (2022) [34], who evaluated, through discrete choice experiments, the willingness to pay for wine by Mexican consumers, concluding that, at a higher price, the quantity consumed will decrease.

Mazzocchi et al. (2019) [5] found for Italian wine that consumers evaluated price as an important factor, suggesting that this may be a key determinant in wine-purchasing decisions. Therefore, producers of traditional alcoholic beverages must carefully consider the pricing of their products since a price that is too high can reduce demand in consumption, while an adequate price can positively influence the perception of value and consumers’ purchasing decision [35].

The origin of the product is one of the topics that is most studied using discrete choice experiments in food because it plays an important role in consumer perception and choice as it can influence image, perceived quality and preferences. This influence can be positive or negative, depending on the consumer’s previous perceptions of the reputation and quality of products coming from certain regions [33]. In this study, the two regions of origin evaluated presented positive and significant coefficients, which indicates that consumers had a greater willingness to pay an extra cost for Raicilla that indicates a region of origin, whether from the Coast or the Sierra.

Although most studies focus on the country of origin of the product, the result obtained in this analysis allows us to observe that the influence of a more specific region of origin in alcoholic beverages such as Raicilla can be an important factor in consumers’ willingness to pay more. This result agrees with Gonçalves et al. (2020) [13], who conclude that the region of origin of a product can be a relevant factor in consumer decision-making. This preference for the origin of the product may reflect the importance that some consumers give to the place of origin, since the region of origin can be associated with authenticity and tradition [36].

Currently, there is a wide variety of alcoholic beverages obtained from agave, which present differences in production methods [3,4]. In particular, Raicilla presents a classification by the production process: classic, artisanal and ancestral. These processes are mainly differentiated by the stages and equipment used in cooking, maceration or grinding, fermentation and distillation [19].

Within the production processes, the artisanal and ancestral process presented significance within the model; the classic process was not relevant. These results show the influence that the type of process has on consumers’ willingness to pay, with artisanal and ancestral processes having a greater influence. This result may be due, among other factors, to a clear distinction in the production processes of Raicilla, contrary to other drinks or foods, in which terms such as artisanal and/or ancestral lack a precise and complete definition, as well as an official certification or regulation, which in many situations has led to the mass use of these terms as deceptive marketing practices in the food sector [37].

In the case of legal-economic protection, the three variables were part of the model and presented positive coefficients. This type of certification in Mexican distillates is of relevant importance because it not only protects the quality and authenticity of the products, but also promotes territorial development by promoting the local economy, preserving cultural identity, and generating socioeconomic benefits in the producers’ regions [1]. However, consumers do not value a certification of legal-economic protection in all food products, which in many cases can imply an increase in the cost of production.

Geographical indication and designation of origin were the variables that presented the highest positive coefficients in relation to legal-economic protection; this result indicated that consumers were more willing to pay for Raicilla with designation of origin or geographical indication being a factor that positively favored. This phenomenon may be due to the fact that, for Raicilla, obtaining this distinction has allowed it to become known in a larger territorial area, thereby expanding its circle of consumers with an attitude of responsible consumption, and making its presence visible as an artisanal agave distillate of high quality, which has triggered a boom in the product in the national and international craft beverage market [4]. The above suggests that consumers have generated a sense of identity and have given recognition to the certification of protection of origin [34], which is finally reflected in the willingness to pay an extra cost for a Raicilla that presents this type of certification.

Regarding sustainability, the water management and organic production label variables were significant in both models and presented positive coefficients. This suggests that certifications regarding water management and organic production had a significant and positive impact on consumers’ purchasing decisions. These results agree with what was obtained in other alcoholic beverages such as wine [5,36] and beer [35,38], to mention a few, in which consumers showed a greater willingness to pay for certified organic beverages, suggesting that the organic label can be a determining factor in the purchase choice and in the perception of quality and sustainability of the product.

The biodiversity management label was not significant within the model. This result suggests that biodiversity management in the production of Raicilla is not a relevant factor in consumption and purchase decisions. The above differs from what was reported by Mazzocchi et al. (2019) [5], who found that the biodiversity label had a significant impact on consumer preferences, positively influencing participants’ purchasing decisions and their willingness to pay for the product. Consumers showed an interest in biodiversity conservation and a willingness to pay a premium for certified wines that considered biodiversity in the vineyards. Another finding was reported by Staples et al. (2020) [35], who concluded that the biodiversity label can be an important differentiating factor for consumers and can influence beer purchasing preferences.

In general, the impact of sustainability labels, including the biodiversity label, water management and organic production, are reported as determining factors in the preferences of beverage consumers, since it is noted that eco-labels that communicate sustainability practices can be effective in differentiating products in a competitive market and attracting consumers concerned about sustainability [14]. Therefore, the presence of a sustainability label can positively influence the preferences of consumers who value biodiversity conservation and seek to support sustainable practices in food and beverage production, because these labels can communicate the commitment of the producer or the company to the protection of the environment and biodiversity, which can resonate with certain consumer segments and positively affect their purchasing decisions [39].

Multiple studies in the consumer choice environment have indicated that the hypothetical bias affects the level of willingness to pay (i.e., the total amount that the consumer is willing to pay for the good), but not the marginal willingness to pay for the attributes [40]. In the present study, the attributes most valued with respect to the marginal willingness to pay were those related to origin and legal-economic protection. This finding coincides with that reported by Cortiñas et al. [41], who determined that origin is of great importance when choosing a product. González-Juárez et al. [34] found that in wine produced in Mexico, origin was the second most important variable with respect to marginal willingness to pay, the first being barrel aging time.

Although the attributes referring to sustainability (eco-labels) presented a positive marginal willingness to pay, the lowest values of said willingness are found in this group. In this sense, it would be possible to observe that Mexican consumers of Raicilla have a low rating for sustainability attributes, mainly biodiversity management. This issue is of great importance in the direction that the production of Raicilla or other agave distillates will take, since currently consumption behavior continues to change due to various factors such as climate change [42]. Therefore, public policies could direct their efforts to consumer awareness programs about the importance of eco-labels, promoting responsible consumption.

The research delves into an underexplored area, as there have been few previous studies addressing the willingness to pay for agave distillates with sustainability certifications (organic production, water and biodiversity management). This means that the findings are preliminary and require further research to validate and expand the results. In addition, it focuses exclusively on Raicilla, which limits the ability to extrapolate the findings to other agave distillates that could also benefit from sustainability certifications and legal-economic protections.

5. Conclusions

Discrete choice experiments are a methodology that allows us to understand how the attributes of an agave distillate impact purchasing decisions and consumer preferences in the food market, which is why it is important to continue researching and improving analysis methods of consumer preferences.

The application of discrete choice experiments on agave distillates such as Raicilla allowed us to understand the importance of consumer preferences and decisions in the context of choice, especially in relation to the attributes and production processes of the product. The origin of the product, the production process and eco-labels had a significant influence on consumers’ purchasing decisions and their willingness to pay for these types of attributes.

Consumers value not only the intrinsic characteristics of Raicilla, but also aspects related to its origin, production process and sustainability. Transparency in the information provided on these aspects can significantly influence consumers’ perception of quality and purchasing decisions.