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Ensayos. Revista de economía
On-line version ISSN 2448-8402
Abstract
JAUREGUI-GARCIA, Carla Zulema et al. Willingness of Mexican consumers to pay for wines. Ens. Rev. econ. [online]. 2025, vol.44, n.2, pp.183-208. Epub Nov 14, 2025. ISSN 2448-8402. https://doi.org/10.29105/ensayos44.2-3.
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.
Keywords : willingness to pay; logit model; contingent valuation; Mexican wine; C13; C15; C18; C25; D12.
