Factors and socio-economic aspects that influence willingness to pay (WTP) for Peruvian organic quinoa

This study analyzes the factors and socio-economic aspects involved in willingness to pay (WTP) for organic quinoa in Peru. The primary data were collected between September 2020 and August 2021 in the Lima Metropolitan area. A binomial logistic, probit and gamma model were conducted. The main outcomes identified by the logit and probit models showed that (i) a counterintuitive sign in the attitude factor with respect to conventional quinoa, (ii) ethnic identity and (iii) women and people with higher education have more probability of WTP. Despite the general raised awareness of the need for good health and the perception of quinoa being a quality functional food, the health construct was non-significant in the model. The gamma model showed that monthly family expenditure and quinoa consumption had a significant effect on WTP.