Willingness-to-Pay for an Educational Label: The Zamorano University Brand

Using a discrete choice experiment, we analyze consumer preferences and willingness-to-pay (WTP) for milk products with differing quality attributes. In doing so, in-person surveys were administered in three retail stores located in Honduras. The main attribute analyzed was the “educational component”, which was used to indicate the participation of Zamorano University students in milk production and processing, where the revenue from the commercialization of the products is reinvested in the education of future low-income students with strong academic and professional potential. In general, consumers are willing to pay a price premium for milk products carrying the education label. Moreover, respondents preferred natural milk with low-fat content. Consumers also expressed price premiums for bottled milk products and a medium shelf life compared to milk packaged in plastic bags or shelf life longer than sixteen days, perhaps because of a perception of lack of freshness.