Disponibilidad a pagar por ají dulce de Puerto Rico y preferencias de los consumidores de cinco nuevos cultivares
Del Río-Ríos, Yasmín M.
CollegeCollege of Agricultural Sciences
DepartmentDepartment of Agricultural Economics and Rural Sociology
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Consumer preferences of five new cultivars of sweet chili pepper (Capsicum chinense) developed by the Agricultural Experiment Station of the University of Puerto Rico were studied. The five sweet chili pepper cultivars evaluated were: “Amanecer”, “Encanto”, “Pasión”, “Carnaval” and “Bonanza”. Willingness to pay (WTP) for sweet chili peppers produced in Puerto Rico was estimated. In addition, economic and demographic characteristics were studied. An instrument was developed to collect data, and 428 consumers in Puerto Rico were interviewed. Results show that the most important quality for consumers was fruit color. Participants preferred the cultivars “Amanecer” and “Bonanza”. WTP was estimated using a single bounded contingent valuation method. Results showed that 82% of consumers are willing to pay a higher price for sweet chili pepper produced in Puerto Rico.