Determinantes de la DAP del consumidor por la prima de productos orgánicos: Análisis econométrico

Abstract

CONDITIONING OF PROJECT PUBLICATION. This study analyzes consumers’ willingness to pay (WTP) for organic chocolate in the city of Guayaquil, aiming to identify the factors influencing its acceptance compared to conventional products. The research seeks to estimate WTP using econometric models and to assess the impact of price and attitudinal and perceptual variables on purchasing decisions, based on the hypothesis that price and trust in product information significantly condition willingness to pay. A quantitative approach was applied using the contingent valuation method, supported by structured surveys administered to adult consumers. The data were analyzed through Logit and Probit models, excluding protest zero responses, and the mean WTP was estimated using the Hanemann approach. The results indicated that price has a negative and statistically significant effect on the probability of acceptance, while trust in producers’ claims positively influences WTP. The estimated mean willingness to pay suggests a favorable economic margin for organic chocolate commercialization. It is concluded that consumer acceptance of organic products depends on an appropriate balance between price levels, information credibility, and perceived value. Keywords: contingent valuation, sustainable consumption, econometric analysis, organic market, consumer behavior.