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Willingness to pay for cultural attributes in handmade chocolates from the Chontalpa region, Tabasco, México

Author

Listed:
  • Jaramillo-Villanueva, José Luis
  • Córdova-Lázaro, Cristóbal Enrique
  • Cordoba-Ávalos, Víctor

Abstract

The objective was to determine the willingness to pay a price premium from consumers for artisanal chocolates. The data was obtained from a survey of household heads. Artisanal chocolate incorporates knowledge transmitted by generations, which resulted in the possibility of adding value. 55 % of the interviewed know and consume bitter and semi-bitter handmade chocolates, and 92% would be willing to pay a premium. The significant variables (p ≤ 0.05) that explain the DAP a premium are schooling, household income, the quality of the cocoa and the type of toast.

Suggested Citation

  • Jaramillo-Villanueva, José Luis & Córdova-Lázaro, Cristóbal Enrique & Cordoba-Ávalos, Víctor, 2019. "Willingness to pay for cultural attributes in handmade chocolates from the Chontalpa region, Tabasco, México," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 18(02), January.
    • Handle: RePEc:ags:earnsa:281236
    DOI: 10.22004/ag.econ.281236
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