<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-2422</journal-id>
<journal-title><![CDATA[Tecnología y ciencias del agua]]></journal-title>
<abbrev-journal-title><![CDATA[Tecnol. cienc. agua]]></abbrev-journal-title>
<issn>2007-2422</issn>
<publisher>
<publisher-name><![CDATA[Instituto Mexicano de Tecnología del Agua, Coordinación de Comunicación, Participación e Información]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-24222021000100402</article-id>
<article-id pub-id-type="doi">10.24850/j-tyca-2021-01-10</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Disposición a pagar para mejorar la calidad del agua en Zapopan]]></article-title>
<article-title xml:lang="en"><![CDATA[Willingness to pay to improve water quality in Zapopan]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Briseño]]></surname>
<given-names><![CDATA[Hugo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Macedo]]></surname>
<given-names><![CDATA[Edith]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Panamericana Facultad de Ciencias Económicas y Empresariales ]]></institution>
<addr-line><![CDATA[Zapopan Jalisco]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Panamericana Facultad de Ciencias Económicas y Empresariales ]]></institution>
<addr-line><![CDATA[Zapopan Jalisco]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>02</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>02</month>
<year>2021</year>
</pub-date>
<volume>12</volume>
<numero>1</numero>
<fpage>402</fpage>
<lpage>434</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-24222021000100402&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-24222021000100402&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-24222021000100402&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo que se persigue con el presente artículo es explorar los factores que están asociados con la disposición a pagar para mejorar la calidad del agua en la ciudad mexicana de Zapopan, Jalisco. Se lleva a cabo una encuesta a 400 hogares, la cual arroja que los consultados toman agua embotellada (99 %); consideran que el agua suministrada huele mal (53 %) y que está contaminada (69 %); temen por su salud o la de sus familiares por beber del grifo (74 %), pero estarían dispuestos a tomar agua del mismo si la calidad mejorara (77 %). Sin embargo, más de la mitad no estaría dispuesta a pagar más por mejorar la calidad del agua o pagaría no más de 40 pesos (31 y 22 %, respectivamente). A través de un modelo logit ordenado se encuentra que existe una relación significativa y positiva entre la disposición a pagar por mejorar la calidad del agua y estar abierto a tomar agua del grifo si esto sucede; a percibir que las autoridades encargadas del sector agua hacen lo correcto; a una creencia de escasez de agua en la colonia; a tener personas con problemas de salud en casa, y al nivel de ingresos. Por otro lado, mayor disposición de pago se relaciona negativa y significativamente con la percepción de que el agua huela mal, el nivel de confianza en los otros y la edad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The objective of this article is to explore the factors that are associated with the willingness to pay (WTP) to improve water quality in the Mexican city of Zapopan, Jalisco. A survey of four hundred households is carried out. It shows that the respondents drink bottled water (99 %); consider that the supplied water smells bad (53 %) and that it is contaminated (69 %); they fear for their health or that of their family members from drinking from the tap (74 %), but would to drink water from it if the quality improved (77 %). However, more than half would not be willing to pay for an improvement in water quality or pay up to a limit of 40 pesos (31 and 22 %, respectively). Through an orderly logit model, it is found that there is a significant and positive relationship between the willingness to pay for improving water quality and being open to drinking tap water if it happens, perceiving the authorities responsible for water sector do the right actions; a belief of water scarcity in the colony; having people with health problems at home, and the income level. On the other hand, more willingness to pay relates negatively and significantly with the perception that water smells bad, the level of trust in others, and age.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[disposición a pagar]]></kwd>
<kwd lng="es"><![CDATA[agua de calidad]]></kwd>
<kwd lng="es"><![CDATA[servicio de agua]]></kwd>
<kwd lng="es"><![CDATA[suministro de agua]]></kwd>
<kwd lng="es"><![CDATA[tarifa de agua]]></kwd>
<kwd lng="en"><![CDATA[Willingness to pay]]></kwd>
<kwd lng="en"><![CDATA[safe drinking water]]></kwd>
<kwd lng="en"><![CDATA[water service]]></kwd>
<kwd lng="en"><![CDATA[water quality]]></kwd>
<kwd lng="en"><![CDATA[water supply]]></kwd>
<kwd lng="en"><![CDATA[pricing water]]></kwd>
</kwd-group>
</article-meta>
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