Resumo

PADILLA-BERNAL, Luz E.  e  PEREZ-VEYNA, Oscar. The potential consumer of organic peach (Prunus persica) in Zacatecas, Aguascalientes and San Luis Potosi. Agrociencia [online]. 2008, vol.42, n.3, pp.379-389. ISSN 2521-9766.

The world market of organic food is undergoing accelerated growth, and México exports most of its production to this market. There are factors that can lower Mexico's probabilities of increasing its presence in international markets, and developing the incipient domestic market could be an alternative to reduce dependence on the external market. Peach (Prunus persica) growers in Zacatecas are in the process of converting conventional production to organic, and are willing to sell their produce on the domestic market if they can earn a price premium. This study examines variables that have an influence in local and regional consumers' motivation and willingness to pay a price premium for organic peach. Interviews were conducted: 459 in Zacatecas, 428 in Aguascalientes, and 399 in San Luis Potosí. The sample size was determined by a simple random method considering the employed population that earned more than five times the minimum wage in the fourth quarter of 2003. The data were processed with a multiple bounded probit model, using maximum likelihood techniques. It was found that the premium consumers are willing to pay is minimum or nil, considering a statistical significance of the estimators of up to 10%.

Palavras-chave : Organic food; consumer behavior; willingness to pay price premium; domestic market.

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