Abstract

GONZALEZ JUAREZ, Araceli et al. Willingness to pay for a wine produced in the state of Guanajuato. Rev. Mex. Cienc. Agríc [online]. 2024, vol.15, n.4, e3116.  Epub Oct 14, 2024. ISSN 2007-0934.  https://doi.org/10.29312/remexca.v15i4.3116.

This study aims to estimate the willingness to pay for a red wine produced in the state of Guanajuato, as well as to determine the socioeconomic variables that most influence the willingness to pay under the hypothesis that there is a positive willingness to pay among the participants. A total of 120 surveys were conducted in the municipality of Dolores Hidalgo, Guanajuato. We used the contingent valuation method and the binomial logit model by means of the Nlogit software. The estimated willingness to pay was $727.30, a 34.7% premium over the average price of wine produced in the country. The variables that explain the willingness to pay are price, income, age, economic dependents, and amount of wine consumed.

Keywords : binomial logit model; contingent valuation; wine..

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