Estimate of the willing to pay for ecological panela in Colombia: Approach from the Sustainable Consumption

Estimation of the environmental services values, represents a crucial element in the process of taking of decisions on environmental programs and policies to develop, as well as an orientation instrument for the implementation of production patterns and more sustainable consumption. From this perspective, the present study has as purpose to estimate the willing to pay (WTP) of the consumers from Bogota of ecological panela (product obtained from sugar canne in small rural factories). For this the method of Contingent Valuation was used. By means of selected stratified sampling a sample was determined by socioeconomic stratum for the city of Bogota the consumers were asked if they would be willing to pay for ecological panela, as well as topics related with their consumption behavior, like preferences, environmental, social commitment, and their socioeconomic characteristics. By means of the combination of this method of economic valuation and qualitative information this paper concluded that the consumers are willing to pay a bigger price for these panela types, especially for the powder ecological panela. A crucial conclusion is that, the existence of a direct relationship between the socioeconomic stratum and the WTP by conventional and ecological powder panela. Finally, it was determined that the commitment for the conservation and protection of the environment, when it is perceived by the consumer like an element that it guarantees the consumption of healthy and innocuous products, it represents a decisive factor in the willing to pay a bigger price for conventional and ecological powder panela.