Economic valuation scenarios for native corn tortillas using Contingent Valuation and Discrete Choice Experiments

Resumen

Objective: To analyze respondents’ willingness to pay (WTP) for tortillas with specific attributes handmade, produced from native corn, organic, and traditionally nixtamalized using models derived from the contingent valuation method (CVM) and discrete choice experiments (DCE), while varying the levels of socioeconomic variables and product attributes. Design/Methodology/Approach: The study employed stated preference methods, specifically contingent valuation and discrete choice experiments, to estimate the economic value assigned to tortillas with differentiated attributes. Binomial, multinomial, and mixed logit models were estimated, and multiple scenarios were constructed for municipalities within the metropolitan area of Mexico City. The analysis examined changes in the probability of an affirmative response to the WTP question as a function of variations in respondents’ income, educational level, number of dependents, and a 10% reduction in tortilla price. Results: The findings showed that stated preference methods enabled the estimation of respondents’ economic valuation of tortillas with differentiated attributes. The probability of answering “yes” to the WTP question varied according to income, education, number of dependents, and price reductions. Among the attributes evaluated, blue tortilla color was the most highly valued, followed by native corn, organic corn, and tortillas with added ingredients. The highest compensatory variation for organic, native-corn, blue tortillas with added ingredients reached 51.59 MXN kg⁻¹, whereas the lowest was 32.29 MXN kg⁻¹. At the municipal level, Coacalco de Berriozábal assigned the greatest value to tortillas with the analyzed attributes, followed by Texcoco, Tlalnepantla, and Cuautitlán Izcalli. Limitations/Implications: Although stated preference methods are highly useful for valuing goods and services for which no alternative methodology is suitable, they continue to face criticism because they rely on hypothetical behavioral data. Nevertheless, their application provides valuable evidence for the valuation of differentiated products and for understanding potential market behavior toward new goods. Findings/Conclusions: The combination of stated preference methods, contingent valuation, and discrete choice experiments constitutes a valid and reliable methodological framework for estimating the economic value of goods and services. The results were statistically comparable to those obtained through other economic valuation approaches, confirming the robustness of these methods for assessing consumer preferences and WTP for tortillas with value-added attributes.