Posibilidades de consumo de la carne de guajolote: un estudio de valoración contingente

This study conducted in 2022 in the Texcoco region, aimed to estimate willingness to pay (WTP) for guajolote (native mexican turkey) meat, using the Contingent Valuation Method (CVM). A structured survey was administered to a sample of 150 residents, selected using simple random probability sampling, assuming an infinite population. Amassed data were analyzed using a Logit econometric model, which identified that age, education, and income positively influence WTP, whereas a price increase has negative impact. Regarding WTP, respondents were willing to pay an average of 145.61 MXN per kilogram of meat, with 51% of them willing to pay more than 110 MXN for an organic, hormone-free, Mexican-origin product. Regarding product attributes, consumers primarily valued flavor (33%), followed by low cholesterol and fat content (23%) and texture (13%). These findings align with current trends favoring healthy, high-quality, and sustainably produced foods. This study reinforces the relevance of guajolote as a traditional product with economic potential, identifying key factors in consumer preferences that may influence marketing strategies.