Resumen:
As of today to face the big problem of the environmental pollution, people are developing the generation of fuels of biological origin known as "biofuels". Ecuador in compliance with its pollution control and nature conservation is developing "Pilot Plan for Development and Use of fuel extra with ethanol in the city of Guayaquil” and the present study aimed to determine the feasibility of the execution and implementation of this project, through the contingent valuation for the product, measured from the availability of payment from citizens. As the project states the study was performed in the city of Guayaquil, which results show that the knowledge about the biofuels comprises 69% of respondent; that the position in the perception of biofuels is very extreme, if they think it is good, they believe it is beneficial in all respects, and those who believe it is bad, believe it is harmful in every aspect. It was also determined that 27.8% of respondents were not willing to pay for the biofuel, and that 18.3% were willing to pay up to $0.50 per gallon. Finally it was established that the main factors influencing the decision of payment are: age, gender and economic activity (occupation) they perform.
