Consumer preference analysis and willingness to pay for artisanal produced corn tostadas in southern Mexico

Valeria Martínez-Aquino, Heidy M. Zarate-Trujillo, Ariadna I. Barrera-Rodríguez and Anastacio Espejel-García

Economia Agraria y Recursos Naturales, 2026, vol. 26, issue 01

Abstract: [EN] Tortillas are a representative element of the Mexican diet; in the south of Mexico, corn tortillas called tostadas are handmade. Discrete choice and psychological salience experiments were used to evaluate consumer behavior. Consumers prefer artisanal, healthy and natural tostadas and are willing to pay a premium price for them. Two consumer segments were identified: “Presentation Observers” and “Healthy Lovers”. There was no statistical difference between the symbolic and utilitarian psychological meanings. The representative utilitarian meanings were taste, appearance, dishes and pairing; and the symbolic meanings: appetence, process, hedonism and tradition. [ES] Las tortillas son un elemento representativo de la dieta Mexicana, en el sur de México se elaboran artesanalmente unas tortillas de maíz denominadas tostadas. Se evaluó el comportamiento de los consumidores mediante experimentos de elección discreta y significados psicológicos. Los consumidores prefieren tostadas artesanales, saludables y naturales, por las cuales están dispuestos a pagar un sobreprecio, se identificaron dos segmentos de consumidores: “Observadores de la presentación” y “Amantes de lo sano”. Los significados psicológicos simbólicos y utilitario no presentaron diferencia estadística. Los significados utilitarios representativos fueron: sabor, apariencia, platillos y maridaje; y los significados simbólicos: apetencia, proceso, hedonismo y tradición.

Keywords: Environmental; Economics; and; Policy (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ags:earnsa:404224

DOI: 10.22004/ag.econ.404224

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