Dra. ESTIMACIÓN DE LA DISPOSICIÓN A PAGAR POR EL CAFÉ ORGÁNICO EN EL DISTRITO DE PUNO, 2022

The objective of this research is to estimate the willingness to pay (WTP) per cup of high-quality organic coffee produced in the Sandia Valley, by consumers in the city of Puno in the year 2022. The methodology: quantitative approach, correlational design. Using the contingent valuation method, the Logit econometric model of dichotomous choice was estimated; a closed-format survey was applied to determine WTP values. The socioeconomic characteristics of coffee consumers that determine their willingness to pay are: hypothetical price, income, educational level, gender and age. Thus, the most important socioeconomic variable according to the estimated marginal effect was the educational level of the organic coffee consumer in the city of Puno. Results: the respondents are willing to pay an additional S/.9.87 to consume a cup of high-quality organic coffee, the determining variables of the WTP were statistically significant, the fit of the econometric model is 69.24% (Pseudo R-squared), the Joint significance is very high according to the likelihood ratio statistic and the model prediction percentage was 94.65%. The average age was 35 years and the average income is 2,913.8 soles. The impact of this research contributes to knowing the amount that consumers are willing to pay an additional amount for a cup of organic coffee from Sandia.