Re-domestication of feral pigs in Martinique: first results of growing-finishing trials to test meat consumption and consumers' perceptions.

In Martinique, pig production satisfies less than 20% of demand for pork, with traditional pig farming and wild pig hunting covering only a small proportion. This study has three parts: (i) for the first time, it analyses the performance of domesticated descendants of Creole feral pigs of Martinique based on a 29-day finishing test on two farms (A vs. B) with the same fibre-rich diet on a total of 40 pigs; (ii) it evaluates consumers' tastes based on a sensorial test by an untrained panel of 61 consumers who tasted pork prepared as a fricassee from either farm A or farm B; and (iii) evaluates willingness to pay (WTP) for Creole pork products and of the design of a future niche market. The average daily gain (ADG) of the finishing pigs was higher on farm A than on farm B (256 vs. 100 g/d, P < 0.001) resulting in a higher hot carcass weight on farm A than farm B (41.3 vs. 33.5 kg, P < 0.01), and better hot carcass yield on farm B than farm A (74.0 vs 68.8 %, P < 0.01). In the sensorial test, the consumers gave a higher score to the meat originating from the youngest pigs (Farm B), especially scores for tenderness and juiciness (+0.94 and +0.55 points, P < 0.05 and P=0.10, respectively). The 61 respondents were willing to pay more for processed products (sausage, pâté, ham) than for fresh meat. They considered that Creole pork has a better taste and is of better quality than industrial meats originating from mainstream genotypes. According to the majority of respondents, Creole pork should be rich in intra-muscular fat (100% of respondents) and low in inter-muscular fat (60% of respondents). Based on the survey, the main desirable future for Martinique's Creole pig production correspond to a low-carbon system with feed based on local resources, with on-farm slaughtering and short-distance sales (direct-to-consumer farm gate sale, sale at the butcher's or at the pig cooperative).

Acceptability and willingness to pay for a hypothetical HIV vaccine in Brazil and the implications: a cross-sectional study.

INTRODUCTION: The Human Immunodeficiency Virus (HIV) is one of the greatest public health challenges still facing communities worldwide, and until this moment, no vaccine is available for its prevention. In Brazil, the Rio de Janeiro State has stood out regarding the prevalence of this disease. As a result, an important state to consider the Willingness to Pay (WTP) for a hypothetical HIV vaccine to help with future pricing. METHODS: A cross-sectional study was conducted to assess the acceptability and WTP of individuals from Rio de Janeiro State for a hypothetical HIV vaccine with a 70% efficacy. RESULTS: 600 individuals were interviewed and the acceptability for this hypothetical vaccine was 77.2%. In addition, 452 participants were eligible for the WTP analysis and would accept a WTP US$79.37 (400 BRL) for this vaccine, a higher value than that found in another study (200 BRL) conducted in the Northern region of Brazil under the same methodological conditions. CONCLUSION: Economic studies such as WTP can contribute to discussions regarding the prices and specifications for future vaccines, particularly for a HIV vaccine in countries such as Brazil with over 5,000 municipalities spread across regions with diverse characteristics and challenges in terms of socioeconomic, epidemiological and cultural differences.

Economic valuation of Harmful Algal Blooms (HAB): Methodological challenges, policy implications, and an empirical application.

This paper presents a literature review on the economic valuation of Harmful Algal Bloom (HAB) impacts, identifying methodological challenges, policy implications, and gaps. Unlike previous literature reviews, we are particularly interested in determining whether the economic valuations of HABs have included a policy analysis. Our paper provides a conceptual framework that allows us to evaluate whether applications of economic studies of HABs are consistent with a well-defined economic welfare analysis. It links methodologies and techniques with welfare measures, data types, and econometric methods. Based on this literature review, we present an example of economic valuation that closes the gap between policy analysis and valuation methodology. We use a stated preferences study to estimate a "seafood price premium" to create a fund to support monitoring systems and for damage compensation to producers in the presence of HABs. Results show that most economic studies on HAB valuation do not consider any cost-benefit analysis of a defined policy intervention. The predominant economic valuation methodology uses market information to estimate a proxy for welfare measure of the impact of HABs (loss revenue, sales, exports). Moreover, nonuse and indirect use values are ignored in the literature, while stated preference methodologies are underrepresented. Finally, results from 1293 surveys found that people are willing to pay an increase in the price of mussels to support a policy that informs on HAB. However, the lack of institutional trust affects the probability of paying negatively.

Microplastics in seafood: Consumer preferences and valuation for mitigation technologies.

Microplastics, an emerging pollutant, have garnered widespread attention due to potential repercussions on human health and the environment. Given the critical role of seafood in food security, growing concerns about microplastics might be detrimental to meeting future global food demand. This study employed a discrete choice experiment to investigate Chilean consumers' preferences for technology aimed at mitigating microplastic levels in mussels. Using a between-subjects design with information treatments, we examined the impact of informing consumers about potential human health and environmental effects linked to microplastics pollution on their valuation for the technology. We found that the information treatments increased consumers' willingness to pay for mussels. Specifically, consumers were willing to pay a premium of around US$ 4 for 250 g of mussel meat with a 90 % depuration efficiency certification. The provision of health impact information increased the price premium by 56 %, while the provision of environmental information increased it by 21 %. Furthermore, combined health and environmental information significantly increased the probability of non-purchasing behavior by 22.8 % and the risk perception of microplastics for human health by 5.8 %. These results emphasized the critical role of information in shaping consumer preferences and provided evidence for validating investment in research and development related to microplastic pollution mitigation measures.

Addressing air quality challenges: Comparative analysis of Barcelona, Venezuela, and Guayaquil, Ecuador.

This study presents a willingness-to-pay (WtP) questionnaire that was designed, validated, and applied to assess perceptions of air quality and self-reported health in two middle-income South American cities: Barcelona and its neighboring cities (Venezuela) and Guayaquil (Ecuador). These cities lack air quality monitoring and control measures. The questionnaire is a reliable tool to assess air quality based on citizens' perceptions, and the results reveal that both populations perceive low air quality and accurately identify emission sources and air pollutants (industrial emissions and particulate matter in Barcelona and vehicular emissions and carbon monoxide in Guayaquil). The study also evaluated the efforts made by both cities to improve air quality using the United Nations Environment Programme to strengthen air quality in South America. Based on this evaluation, strengths were identified for enhancing air quality in both cities. The study finds that in Barcelona and its surroundings, investment is needed to improve urban transport, waste management, and update the environmental legislation regarding air quality at the national level. In contrast, Guayaquil has already taken some measures to improve air quality, but more investment in public transport and measures to lower vehicle emissions are needed.

Acceptability and consumers' willingness to pay for comprehensive medication management services in Brazil.

Aim: Comprehensive medication management (CMM) is a clinical service that aims to optimize the therapeutic results of patients at the individual level. Studies carried out in Brazil and in several parts of the world have found a positive impact of the service, mainly in the resolution of drug therapy problems and in improving clinical outcomes and patients' quality of life. This service is not widespread and its acceptability and willingness to pay were not defined by the population yet. Objective: This work aims to conduct a study with users of private health services to determine the acceptability and willingness to pay for CMM services. Methods: This is a cross-sectional survey conducted through face-to-face interviews, among residents over 18 years of age of the metropolitan region of Belo Horizonte, capital of Minas Gerais State, Brazil. Results: For this study, 563 individuals were interviewed. Most respondents were female (55.1%), had completed high school (46.8%) and were employed (62.5%). The acceptability for the service was 93,25%, and among all respondents, 37 would not accept the service even if it was free. The amount of consumers' willingness to pay for the CMM service was estimated at $17.75 (40.00 BRL). Conclusion: The research results show that most people are willing to pay for the CMM service. This study can contribute to the decision-making regarding the implementation and pricing of the service in Brazil.

Positive effects of green practices on the consumers' satisfaction, loyalty, word-of-mouth, and willingness to pay.

Concern about green practices by companies and people has grown exponentially worldwide, considering them as a key element sustaining the development of competitive advantages. Given the present competitive, dynamic, and turbulent supermarket environment, managing environmental practices is essential for their survival. This study has two objectives: First, studying the relationship between green practices and customer satisfaction and, second, analyzing the impact of green practices and satisfaction on loyalty, word-of-mouth, and willingness to pay more via a quantitative study on a convenience sample of 458 customers from different Chilean supermarkets. Partial least square regression was used to analyze data. Results show the importance of green practices for developing satisfaction and different customer behaviors such as loyalty, word-of-mouth, and willingness to pay more. In addition, results prove satisfaction's positive impact on loyalty, word-of-mouth, and willingness to pay more. Those results also provide empirical evidence about the effects of green practices on the supermarket industry and, in this way, their advancement toward more sustainable management.

Influence of poverty concerns on demand for healthier processed foods: A field experiment in Mexico City.

Living in poverty can present cognitive biases that exacerbate constraints to achieving healthier diets. Better diets could imply food choice upgrades within certain food categories, such as electing processed foods with an improved nutritional profile. This study evaluated the influence of monetary and health concerns on the willingness to pay (WTP) for healthier processed foods in a low-income section of Mexico City. We employed priming techniques from the scarcity literature, which are applied for the first time to healthier food purchasing behaviours in low-income settings. Our predictions are based on a dual system framework, with choices resulting from the interaction of deliberative and affective aspects. The WTP was elicited through a BDM mechanism with 423 participants. Results showed that induced poverty concerns reduced the valuations of one of the study's healthier food varieties by 0.17 standard deviations. The latter effect did not differ by income level. The WTP for a healthier bread product but one with relatively high sugar and fat content was reduced by induced poverty concerns only among certain consumers without bread purchasing restrictions (78% of the sample). Potential mechanisms were assessed through regression analysis and structural equation modelling. The relationship between poverty concerns and WTP was mediated by increased levels of stress. While we could not rule out impact on cognitive load, it was not deemed a mediator in this study. Our findings signal that improvements in economic and psychological well-being among low-income consumers may aid to increase their demand for healthier processed foods.

Influence of environmental awareness on the willingness to pay for green products: an analysis under the application of the theory of planned behavior in the Peruvian market.

Introduction: This paper aimed to build a predictive model through an empirical study to examine the influence of environmental awareness (EA) on attitude (ATT) and perceived behavioral control (PBC), as well as to determine the influence of the three variables of the theory of planned behavior (TPB) on willingness to pay (WP) for green products in the Peruvian market. Methods: A total of 405 Peruvian consumers were surveyed. Most of them were between the ages of 18 and 30 and single. To test the hypotheses, partial least squares (PLS-SEM) were used using the SamrtPls4 software. The results show the significant positive effect of EA on ATT and PBC. The positive and significant effect of ATT, SN, and PBC on WP was also tested A total of 405 Peruvian consumers were surveyed. Most of them were between 18 and 30 years old and single. To test the hypotheses, partial least squares (PLS-SEM) was used using SamrtPls4 software. Results: The results show the positive and significant effect of AD on ATT and PBC. The positive and significant effect of ATT, SN and PBC on WP was also tested. Discussion: The research provides antecedents that allow evaluation of the possibility that companies and governments adjust the dissemination strategies and related public policies regarding the impact of environmentally responsible behavior in order to contribute to the development of environmental awareness as a variable that promotes the disposition of consumers to pay for environmentally friendly products.

Valoración del servicio ecosistémico regulación hídrica en el Piedemonte Amazónico, Caquetá, Colombia / Evaluation of the ecosystem service protection of water sources in Amazon Piedemont, Caquetá, Colombia

RESUMEN Belén de los Andaquíes, Caquetá, ubicado en el piedemonte amazónico, es reconocido como municipio verde de Colombia, por su riqueza hídrica y paisajística. Es una zona con experiencia y potencial en la instauración de pagos por servicios ambientales PSA, como instrumento económico para incentivar la conservación de bosques, en la zona de influencia directa a la quebrada la Mono, una de las fuentes hídricas de relevancia en el suministro de agua, para el consumo humano en la población. Se empleó el método de valoración contingente, para hallar la disponibilidad a pagar DAP de los habitantes del área urbana, por la conservación de los bosques, para la protección del servicio ecosistémico de regulación hídrica. La DAP fue positiva y esto evidencia que la comunidad puede experimentar aumentos en el bienestar económico, a raíz de una medida de protección ambiental. Existe viabilidad económica y relevancia social al implementar estos instrumentos de política ambiental, para proteger servicios ecosistémicos importantes, en la mitigación y en la adaptación al cambio climático.

ABSTRACT Belén de los Andaquíes, Caquetá, located in the Amazon piedmont, is recognized as a green municipality of Colombia, for its wealth of water and landscapes. It is an area with experience and potential in the establishment of payments for environmental services PES, as an economic instrument to encourage the conservation of forests in the area of direct influence of the Mono stream, one of the most important sources of water for human consumption in the population. The contingent valuation method was used to find the willingness to pay WTPs of the inhabitants of the urban area for the conservation of forests for the protection of the ecosystem service of water regulation. The WTP was positive value, and this is evidence that the community can experience increases in economic welfare as a result of an environmental protection measure. There is economic viability and social relevance in implementing these environmental policy instruments to protect ecosystem services important for climate change mitigation and adaptation.

Disposição a pagar e Método de Valoração Contingente na avaliação econômica de serviços farmacêuticos / Willingness to pay and Contingent Valuation Method in the economic evaluation of pharmacy services

Objetivo: Sintetizar os principais pontos abordados em investigações de Disposição a Pagar (DAP) por serviços farmacêuticos, com foco no Método de Valoração Contingente (MVC). Métodos: Foi realizada uma revisão não sistemática com recuperação e análise de manuscritos publicados até novembro de 2020. A busca por estudos ocorreu nas bases MEDLINE, LILACS e SciELO. Resultados: Foram discutidos os fundamentos teóricos e processos metodológicos da análise, apresentando o MVC como principal perspectiva de abordagem. Enquanto delineamento do questionário, é sugerida uma estrutura que apresente, sequencialmente, os elementos: "conhecimento do participante sobre a intervenção", "apresentação da intervenção", "cenário hipotético", "pergunta DAP", "estado de saúde percebido" e "informações socioeconômicas". No mais, é enfatizada a importância da execução de etapas de validação, tanto do instrumento quanto da avaliação. Conclusão: Avaliar a preferência declarada da população por serviços farmacêuticos é uma estratégia ainda limitada. Se realizado adequadamente, esse tipo de investigação pode auxiliar gestores e tomadores de decisão no processo de implementação de novas tecnologias de cuidado.

Objective: To synthesize key points addressed in investigations of Willingness to Pay (WTP) for pharmaceutical care services, focusing on the Contingent Valuation Method (CVM). Methods: We performed a non-systematic review with recovery and analysis of manuscript published until November 2020. Three databases were majorly searched, including MEDLINE, LILACS and SciELO. Results: The theoretical foundations and methodological process were discussed, presenting the CVM as the main perspective. For questionnaire design, is suggested a structure that sequentially presents the elements: "participant knowledge on intervention", "intervention presentation", "hypothetical scenario", "WTP question", "perceived health status", and "socioeconomic information". In addition, we emphasize the importance of executing validation steps for the instrument of measurement as well as the evaluation process. Conclusion: Assessing the population's declared preference for pharmaceutical services is still a limited strategy. If carried out properly, this type of investigation can help managers and decision makers in the process of implementing technologies of care.

Willingness to pay for a hypothetical malaria vaccine in Brazil: a cross-sectional study and the implications.

Aim: Malaria is an infection caused by protozoa of genus Plasmodium, considered the one associated with increasingly large outbreaks. Methods: A cross-sectional study was conducted with residents in the northern region of Brazil on the willingness to pay (WTP) for a hypothetical vaccine against malaria (effective protection of 80%). Results: Of 616 people interviewed, most interviewees were female (61%) and were employed (97%). The median individual maximum WTP for a hypothetical malaria vaccine was US$11.90 (BRL 50). Conclusion: The northern region of Brazil is one of the largest markets for a malaria vaccine due to its epidemiological relevance. Consequently, economic studies will be important to assist in the assessment of the potential price and value of new vaccines.

Willingness to pay for construction and demolition waste from buildings in Chile.

In order to encourage increased rates in respect of sorting, recycling and the diversion of construction and demolition waste (C&DW), the world's more advanced economies have developed innovative new technologies and studies to improve the creation of sustainable societies. To achieve this, it is important to dedicate greater efforts to the elaboration of tariff schemes and studies to determine society's disposition to improve the management of C&DW. This study analyzes willingness of construction companies in Chile to pay (WTP) to improve the C&DW management, through the contingent valuation method (CVM). This aims to provide analytical background and market information to circular business models and, in turn, provide information which can be used to define public policies governing the subject, as a contribution to future regulatory developments. The Chilean construction industry was surveyed and a total of 57 valid questionnaires were collected. The results show that the average WTP for inert C&DW, non-inert C&DW, mixed C&DW with a greater quantity of inert waste and mixed C&DW with a greater quantity of non-inert waste was 8.77 (US $/ton), 7.73 (US $/ton), 7.98 (US $/ton) and 8.22 (US $/ton), respectively. Additionally, the cost of waste removal and disposal had an average value of 9.68 (US $/ton). Through multiple regression analysis, it was discovered that the variables related to knowledge about circular economy, state actions, management of C&DW and productivity have a significant effect on WTP. These results provide new evidence for the development of appropriate public policies to address the problem of C&DW and improve management in Chile.

Acceptability and willingness to pay for a hypothetical vaccine against SARS CoV-2 by the Brazilian consumer: a cross-sectional study and the implications.

INTRODUCTION: The new coronavirus pandemic has appreciably impacted morbidity and mortality, as well as having an economic impact worldwide. New vaccines are a potential way forward to reduce transmission rates and subsequent infection. In Brazil, vaccines are being distributed via the public sector; however, in the future, they will be available in the private market. Information about consumers' willingness to pay (WTP) for a hypothetical vaccine against SARS CoV-2 can help future price setting discussions. METHODS: A cross-sectional study was conducted with consumers in the five regions of Brazil regarding the WTP for a hypothetical vaccine against SARS CoV-2 with a 50% efficacy. RESULTS: A total of 1402 individuals over 18 years of age who declared not having COVID-19 at the time of the survey were interviewed. The acceptability for this hypothetical vaccine was 80.7%. In addition, the amount of WTP by Brazilian consumers for a hypothetical SARS CoV-2 vaccine was estimated at US$ 22.18(120.00 BRL). CONCLUSION: This study can contribute to decision-making to inform potential pricing for a hypothetical SARS CoV-2 vaccine.

Consumer willingness to pay for a hypothetical chikungunya vaccine in Brazil and the implications.

BACKGROUND: Chikungunya fever is an important infectious disease transmitted by the bite of the mosquitoes. Information about consumers' willingness to pay (WTP) for a hypothetical vaccine can help with future discussions about its possible price. METHODS: A cross-sectional study conducted among residents of Minas Gerais, Brazil, regarding their WTP for a hypothetical chikungunya vaccine defined by the authors as having a mean effective protection of 80%. RESULTS: We interviewed 496 individuals. Among these, 23 were excluded from the analysis. Most of the respondents were female (57.3%), had completed at least high school (90.7%), were employed (87.7%) and had private health insurance (62.6%). The median value of the WTP was US$ 31.17 (120.00 BRL) for a unique dose vaccine. The WTP showed a statistical significant correlation with monthly family income and access to private health insurance. CONCLUSION: This study can contribute to decision-making about potential prices for a chikungunya vaccine once it becomes available in Brazil. We demonstrated the relevance of the anchoring effect as a possible influence applied to the maximum value of the WTP associated with respondents' preference for a new vaccine. Finally, we encourage the development of a chikungunya virus vaccine to benefit the Brazilian population.

Consumer willingness to pay for cheese with a social sustainability attribute / Disposição do consumidor de pagar pelo queijo com um atributo de sustentabilidade social

The social dimension of sustainability is becoming very relevant on the consumer purchasing decision, especially in the food sector. This research analyzed the willingness to pay (WTP) of Chilean consumers for cheese with a social sustainability attribute using a double-bounded dichotomous choice format. Results showed that the WTP for a price premium depends on three variables: age, income and previous knowledge regarding social sustainability. The mean WTP is 7.5% over the average price of cheese; although, combining relevant variables and changing values over their range shows that firms can obtain up to a 12.9% price premium if they focus on younger and high income consumers that have a previous good knowledge about social sustainability practices. Additionally, this study presented a novel market oriented methodological approach for identifying and quantifying specific niche markets based on the WTP.

RESUMO: A dimensão social da sustentabilidade está se tornando muito relevante na decisão de compra do consumidor, principalmente no setor alimentício. Esta pesquisa analisa a disposição a pagar (DAP) dos consumidores chilenos por queijo com um atributo de sustentabilidade social usando um formato de escolha dicotômica de duplo limite. Os resultados mostram que a DDP por um prêmio de preço depende de três variáveis: idade, renda e conhecimento prévio sobre sustentabilidade social. A DDP média é de 7,5% sobre o preço médio do queijo, embora a combinação de variáveis relevantes, e valores variáveis em sua faixa, mostre que as empresas podem obter um prêmio de preço de até 12,9% se se concentrarem em consumidores mais jovens e de alta renda que tenham um bom conhecimento prévio sobre práticas de sustentabilidade social. Além disso, este estudo apresenta uma nova abordagem metodológica orientada para o mercado a fim de identificar e quantificar nichos de mercado específicos com base na WTP.

Preferences in 'Jalapeño' Pepper Attributes: A Choice Study in Mexico.

BACKGROUND: According to Mexican growers of 'Jalapeño' peppers, its commercialization is the primary limitation. Thus, consumer knowledge is critical to develop added-value strategies. The objective of this study was to identify 'Jalapeño' quality attributes to determine consumer preferences and willingness to pay, based on socioeconomic characteristics. METHODS: A nationwide face-to-face survey was carried out using the discrete choice experiment method. The survey included 1200 consumers stratified by gender, age and region. RESULTS: Heterogeneity analysis using the probabilistic segmentation model revealed three types of consumers: A price-sensitive segment, non-demanding consumers without specific preferences and selective consumers with a preference shifted toward specific 'Jalapeño' characteristics. Thus, detail-oriented producers must compete through price strategies, based on the marketplace (markets on wheels, grocery stores, or supermarkets) and through some quality attributes preferred by selective consumers. Therefore, results suggest that farmers should grow the correct varieties with appropriate agronomic management to cope consumer preferences. CONCLUSIONS: This paper contributes to the growing body of the 'Jalapeño' literature by explicitly investigating consumer preferences and willingness to pay for them.

Households' preferences for hydrological services in Veracruz, Mexico: The importance of outcomes vs. program design.

Payments for Ecosystem Services (PES) are transfer payments that incentivize natural resource owners and managers to carry out environmental conservation efforts that promote ecosystem service provision. A common issue that PES programs face is long-term financial sustainability. In the case of payments for hydrological services (PHS), this may be achieved by introducing fees in the water bill of water users and using the money to pay landowners to conserve their forests and the hydrological services they provide. However, these fees are often minuscule and chosen arbitrarily without assessing households' preferences for the outcomes and design of the programs that manage them. While programs that improve water quality and regularity are universally desired, we know less about household preferences for who administers the program and who is eligible to enroll. We design a choice experiment survey to study preferences for attributes of a PHS program in Xalapa and Coatapec, Mexico. Expectedly, both cities' residents are willing to pay more to support a PHS program that improves water quality and water quantity regulation. Trust in the municipal government in the case of Xalapa and watershed awareness in Coatepec increase the likelihood of selecting the proposed alternative PHS programs. Households in both cities are willing to pay a premium if an NGO is involved in managing the program. While residents of Xalapa prefer keeping the PHS program land eligibility restricted to forests, the residents of Coatepec are willing to pay significantly more for a program that expands land eligibility to include shade-grown coffee. Overall, the WTP for a PHS program is estimated to be 16% of the current average monthly water bill for Xalapa households and 70% of the current water bill for Coatepec households. Our findings suggest that downstream water users can serve as a viable option for financing a PHS program to conserve forestland upstream. Attention needs to be paid to differences in WTP magnitudes and the population characteristics that affect differences in WTP across cities, such as trust in the government and watershed awareness.

Consumer willingness to pay for a hypothetical Chagas disease vaccine in Brazil: a cross-sectional study and the implications.

Aim: Chagas disease is a serious public health problem, endemic in 21 countries in Latin America. A future vaccine can contribute to decreasing the number of cases and its complications. Methods: A cross-sectional study was conducted with residents of the northern region of Brazil, on the willingness to pay for a hypothetical vaccine against Chagas disease (effective protection of 80%). Results: We interviewed 619 individuals and seven were excluded from the analysis and the value of willingness to pay was US$23.77 (100.00 BRL). Conclusion: The Northern region of Brazil is one of the largest markets for this vaccine, due to its epidemiological relevance, so economic studies with this vaccine will be important to assist in the assessment of technologies.

Willingness of Infertile Couples to Pay for In Vitro Fertilization Treatment in the Integrated Human Reproduction Section of the Escola Paulista de Medicina, São Paulo Federal University.

OBJECTIVE: To describe the willingness to pay (WTP) of infertile couples for in vitro fertilization (IVF) treatment. METHOD: This was a prospective study with an anonymous questionnaire for infertile couples in an academic setting. Clinical characteristics were analyzed by a Student's t test or Mann-Whitney test, categorical variables were compared by a chi-square or Fisher exact test, and correlations were assessed using a Spearman's test. An alpha of 5% was adopted. RESULTS: Mean female and male ages were 31.5 and 35.9 years, respectively; 80.2% were married; 19.8% were in consensual union; 48.1% of women had college degrees; and 49.4% of men had a high school education. Most women (77.8%) and men (75.3%) were white, with a household income of class C. Average duration of union was 8.5 years, and average infertility was 4.7 years. Using a willingness-to-pay (WTP) evaluation and the technique of "direct questioning," the average value was determined to be R$18 720.18 (by payment scale R$22 831.17). WTP positively correlated with household income and each woman's education level. Previous parenthood or use of public health system negatively correlated with WTP. CONCLUSION: We conclude that the higher the couple's monthly income and the woman's educational level, the higher the WTP for an IVF treatment; previous parenthood determined a lower WTP for an IVF treatment, and previous use of the Brazilian Unified Health System, determined a lower WTP for an IVF treatment.