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The aim of the study is to identify the structure of consumer preferences for attributes of organic coffee and determine the implicit price or willingness to pay for each attribute in Mexico. The database comes from the application of repeated experimental survey to organic coffee consumers of Tianguis in Chapingo, Mexico State. The first objective was identified by the method of choice experiments (EE) and the second with a multinomial logit. We concluded that consumers prioritize first and prefer coffee with Good Quality and Safety with an implicit price of $ 48.50; second, they prefer coffee produced with good agricultural practices with an implicit price of $ 23.50, and ultimately, consumers choose coffee produced with good possibility of traceability with an implicit price of $ 20.00; while total willingness to pay (DAP) of $ 92 approximately for organic coffee packaging 500g. From these results it is recommended to coffee producers in order of priority; first improve quality and safety of coffee; second strengthening actions that promote good agricultural practices and finally implement the traceability in the production and marketing of organic coffee.

PREFERENCIAS DE LOS CONSUMIDORES POR LOS ATRIBUTOS DE CAFÉ ORGÁNICO: UN EXPERIMENTO DE ELECCIÓN