Preferences and Willingness to Pay for Ecological Wines from the Maule Regions Consumers, Chile

Abstract

In the search of new niches of markets the producers permanently are interested in analyzing the preferences to goods and services on behalf of the consumers, especially the willingness to pay for ecological products. The objectives of this work are to analyze the preferences and marginally for the consumption of ecological wines in the Region of the Maule, Chile. The methodology used in this study is the conjoint analysis. For it a questionnaire was applied to a sample of 384 individuals wine consumers from the principal cities of the Region of the Maule. The fi nal survey three principal attributes of the wine were defi ned: region of origin, type of vine and system of production. By means of an orthogonal design nine hypothetical products were defi ned. The results show that the organic and biodynamic production systems are the attribute less wished with a marginal willingness to pay close to zero. The most favorite wine is Cabernet Sauvignon originated from the region of Colchagua, being the vine Carmenere originated from the region of the Maule the least favorite. The previous thing shows that the potential of the ecological wines is limited in this region.

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