<?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>2448-8402</journal-id>
<journal-title><![CDATA[Ensayos. Revista de economía]]></journal-title>
<abbrev-journal-title><![CDATA[Ens. Rev. econ.]]></abbrev-journal-title>
<issn>2448-8402</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma de Nuevo León, a través de la Facultad de Economía con la colaboración del Centro de Investigaciones Económicas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-84022025000200183</article-id>
<article-id pub-id-type="doi">10.29105/ensayos44.2-3</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Disposición de los consumidores mexicanos a pagar por vinos]]></article-title>
<article-title xml:lang="en"><![CDATA[Willingness of Mexican consumers to pay for wines]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jauregui-García]]></surname>
<given-names><![CDATA[Carla Zulema]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Espejel-García]]></surname>
<given-names><![CDATA[Anastacio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barrera-Rodríguez]]></surname>
<given-names><![CDATA[Ariadna Isabel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández-Montes]]></surname>
<given-names><![CDATA[Arturo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández-Rodríguez]]></surname>
<given-names><![CDATA[Landy]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma Chapingo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<volume>44</volume>
<numero>2</numero>
<fpage>183</fpage>
<lpage>208</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-84022025000200183&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-84022025000200183&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-84022025000200183&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo  Evaluar la funcionalidad del método de valoración contingente en consumidores mexicanos aplicado a vinos e identificar factores con influencia significativa.  Método  Se realizó una encuesta por internet evaluando la disposición a pagar de vino con protección de origen, mexicano, de Parras, importado, sustentable y producido tradicionalmente, mediante el método de valoración contingente a 615 consumidores mexicanos de vino.  Resultados  La valoración contingente permitió obtener regresiones logísticas ordenadas significativas empleando la disposición a pagar del vino como variable dependiente y cinco grupos de variables independientes. Los factores con mayor influencia en la disposición a pagar en vinos fueron aspectos socioeconómicos, preferencias de consumo y aseveraciones de compra.  Limitaciones  Al no tener contacto directo con el encuestado, se limita la obtención y verificación de información.  Principales hallazgos  El método de valoración contingente permitió explorar los factores que influyen en la disposición a pagar de vino, delimitando los nichos de mercados pertinentes para el producto.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Objective  To evaluate the functionality of the contingent valuation method in Mexican consumers applied to wines and to identify factors with significant influence.  Method  An online survey was carried out evaluating the willingness to pay for wine with protection of origin, Mexican, from Parras, imported, sustainable and regularly produced, using the contingent valuation method among 615 Mexican wine consumers.  Results  The contingent valuation allowed us to obtain significant ordered logistic regressions using the willingness to pay for wine as the dependent variable and five groups of independent variables. The factors with the greatest influence on the willingness to pay for wines were socioeconomic aspects, consumer preferences and purchase statements.  Limitations  By not having direct contact with the respondent, obtaining and verifying information is limited.  Main findings  The contingent valuation method allowed us to explore the factors that influence the willingness to pay for wine, delimiting the relevant market niches for the product.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[disposición a pagar]]></kwd>
<kwd lng="es"><![CDATA[modelo logit]]></kwd>
<kwd lng="es"><![CDATA[valoración contingente]]></kwd>
<kwd lng="es"><![CDATA[vino mexicano]]></kwd>
<kwd lng="es"><![CDATA[C13]]></kwd>
<kwd lng="es"><![CDATA[C15]]></kwd>
<kwd lng="es"><![CDATA[C18]]></kwd>
<kwd lng="es"><![CDATA[C25]]></kwd>
<kwd lng="es"><![CDATA[D12]]></kwd>
<kwd lng="en"><![CDATA[willingness to pay]]></kwd>
<kwd lng="en"><![CDATA[logit model]]></kwd>
<kwd lng="en"><![CDATA[contingent valuation]]></kwd>
<kwd lng="en"><![CDATA[Mexican wine]]></kwd>
<kwd lng="en"><![CDATA[C13]]></kwd>
<kwd lng="en"><![CDATA[C15]]></kwd>
<kwd lng="en"><![CDATA[C18]]></kwd>
<kwd lng="en"><![CDATA[C25]]></kwd>
<kwd lng="en"><![CDATA[D12]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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