The objective of the article is to identify those factors underlying the intention to buy a top quality fresh
potato obtained through an integrated pest-production management, in order to quantify the hypothetical
valuation that Argentinean consumers would give to it. Data come from a 500-household stratified
random sample in Mar del Plata city, which were surveyed in June, 2009. The Contingent Valuation
Method has been applied to elicit consumers’ preferences and a two-stage econometric model which
corrects for selection bias is estimated. A sample mean of WTP is calculated by employing a nonparametric
method. The availability of the integrated fresh potato would increase consumers’ welfare in 12.9 estratimillion
of pesos per year. The results of the study indicate a relationship between information available
to consumers who work or study and their ability to appreciate the integrated production system
benefits. While the content of agrochemicals residues in food would not seem to be a concern for those
consumers who are willing to pay more for acquiring the integrated potato, they are interested in the
connection between food nourishment and health care. They also believe that fresh potato price appropriately
signals its quality.
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