Willingness to pay for cultural attributes in handmade chocolates from the Chontalpa region, Tabasco, México

José Luis Jaramillo-Villanueva, Cristóbal Enrique Córdova-Lázaro, Víctor Cordoba-Ávalos

Abstract

The objective was to determine the willingness to pay a price premium from consumers for artisanal chocolates. The data was obtained from a survey of household heads. Artisanal chocolate incorporates knowledge transmitted by generations, which resulted in the possibility of adding value. 55 % of the interviewed know and consume bitter and semi-bitter handmade chocolates, and 92% would be willing to pay a premium. The significant variables (p ≤ 0.05) that explain the DAP a premium are schooling, household income, the quality of the cocoa and the type of toast.


Keywords

Cocoa; handmade chocolates; local knowledge; willingness to pay

Subject classification

D12.

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