Consumer Preferences for Labeled Plant-Based Products Associated with Traditional Knowledge: A Study in Protected Natural Areas of Northwest Mexico

The use of plants associated with traditional knowledge by pharmaceutical, cosmetic, agro-food, and biotechnology industries represents a potential source of benefits for indigenous groups and local communities within the access and benefit-sharing mechanisms established in the Nagoya Protocol. We used a consumer-choice experiment to evaluate consumer preferences concerning a cosmetic product with attributes related to the traditional knowledge of local plants (efficacy, price, and information). The results indicate that consumers experience higher wellness levels by consuming a cosmetic product with an information label associated with a plant of traditional use. A rise in consumer income increases the likelihood of consuming products with traditional-knowledge attributes. Higher prices are associated with a lower probability of purchase. The random coefficient reveals mixed preferences related to product efficacy level. This work shows the potential demand, by high-income consumers, of cosmetic products labeled with formulation information based on traditional knowledge associated with local plants growing in Protected Natural Areas of northwest Mexico.