What Drives Consumer Choice? Sensory and Cultural Attributes and Willingness to Pay for Mexican Chocolate

ABSTRACT Chocolate is a food native to Mesoamerica, and Tabasco is the only place with the “Cacao del Valle de Grijalva” protected designation of origin. This study analyzes Mexican consumers' preferences and willingness to pay for chocolate with differentiated attributes. A discrete choice experiment combined with a food choice questionnaire (FCQ) and a free word association technique was utilized to identify psychological meanings. The results revealed that geographical origin, cocoa content, and designation of origin significantly influence purchasing decisions. Consumers are willing to pay a premium for chocolate with these attributes; however, organic labeling showed no statistical relevance. The most significant motivations for choosing chocolate, according to the FCQ, are sensory appeal, natural content, and convenience. The conceptualizations that consumers associate with chocolate are mainly symbolic and related to hedonism, tradition, and emotions.