Willingness to pay for a differentiated potato applying a choice modelling experiment by socioeconomics levels of Argentinean consumers

Choice Modelling surveying was applied to assess the importance of attributes and willingness to pay for a fresh potato produced with a low environmental impact production system.Among the stated preference methods, this is the most used to study consumer preferences for attributes of goods with little or no market share. We interviewed 402 individuals, aged 18, in super / hypermarkets and grocery stores. Four different attributes of potato: price, agrochemicals content, cooking quality and treatment were selected according to previous research carried out by the authors. For this purpose, a Conditional Logistic Model (McFadden, 1973) was applied. On the average, ceteris paribus, the full sample participants were willing to pay between US$ 0.60 and US$ 0.49 more per 1 kg of potatoes with low agrochemical content. Related to good cooking quality attributes, participants were willing to pay between US$ 0.31 and US$ 0.25 more per 1 kg of potatoes having this attribute.