Valuation and willingness to pay for corn on the cob consumers in Mexico

The corn is a traditional food in Mexico that has been influenced by the current dynamics of markets, causing replacement creole varieties improved and hybrids. Foods are characterized set attributes can be associated with subjective evaluation, from which it possible to approximate utility function determine elements for its evaluation. objective this work was evaluate Mexican consumer's willingness pay various types them have higher valuation. methodology based on contingent valuation study, total 356 consumers selected snowball sampling (95% reliability 7% error) answering questionnaire designed Google forms, addressing consumer sociodemographic information, characteristics their pay. extra significantly when determined important know if comes Creole or modified seed any certification. imported obtained greater pay, giving these products. In conclusion, present explores economic corn, where significant factors used induce an effect consumers, particularly revaluation corn.