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Plantain consumption in Ecuador: Purchase habits and consumers' willingness to pay for production attributes

Abstract:

The plantain is one of the most traditional products in Ecuador. The aim of the present study was to analyze plantain purchase habits by consumers in Ecuador and the WTP of consumers toward several attributes in the plantain production. The information used in the study, comes from 400 consumer' surveys. The surveys included a choice experiment to evaluate consumers' WTP for different product attributes. Patacones and bolones are the principal meals in the Ecuadorians' home. For the differentiation of plantain production toward consumers, ethical production, quality standard label, organic production and origin, can play and important role.