Abstract

JARAMILLO VILLANUEVA, José Luis; CARRANZA CERDA, Ignacio; ZEPEDA CASILLAS, Luis Adolfo  and  ROJAS JUAREZ, Lissette Abigail. Consumer preferences and willingness to pay for organic and locally produced fruits in Puebla: a contingent valuation approach. Acta univ [online]. 2025, vol.35, e4432.  Epub Jan 26, 2026. ISSN 2007-9621.  https://doi.org/10.15174/au.2025.4432.

This paper analyzes people’s preferences and willingness to pay (WTP) to consume organic and locally produced fruit. Data was obtained through a face-to-face structured interview with a statistical sample of 501 consumers. An ordered probit regression model was used to estimate WTP and marginal effects. Consumers think it is important and very important that the fruit they consume is produced in Mexico (66%), without chemicals (60%), and by small local producers (58%). 21% and 28% of the interviewees showed willingness to pay an extra cost of 15%-25% if the fruit is produced locally and organically, respectively. Price and consumer income were the main determinants explaining WTP (p ≤ 0.05). The high WTP revealed by consumers could be used to design a marketing strategy for organized producers in the Sierra Nevada of Puebla.

Keywords : Consumer; willingness to pay; organic; local.

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