Puerto Rican Consumers' Attitude towards Willingness to Pay a Premium for Ethnic Produce: An Econometric Analysis
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The primary objective of this study is to predict Puerto Rican consumer’s willingness
to pay a premium for ethnic produce. Particularly, this paper analyzes the effects of Puerto Rican consumers’ socio-economic characteristics and their expressed value
judgments on their willingness to pay a premium for ethnic produce using a logit
analysis. A telephone survey was conducted by a private marketing company for the
Puerto Rican ethnic group in 16 states of east-coast United States from Florida to
Maine and Washington, D.C., and based on random sampling, 271 respondents were
interviewed in 2006. Consumers who participated in the survey were asked whether
they were willing to pay a premium price for Puerto Rican ethnic produce or not, and
based on this response, a logit model was developed to predict their willingness to pay
a premium for ethnic produce.