| Resumo: |
Abstract The aim of this study was to establish elements to understand the consumers reasons to increase the quantities of fresh vegetables consumed in the Caribbean Region of Colombia. With information from 308 surveys applied randomly in seven cities of the Caribbean Region and using a structured survey that included variables such as age, family composition, prices, income, a Logit econometric model was formulated. Furthermore, with the contingent valuation method, parameters were estimated using maximum likelihood; moreover, the reasons that explain the possibility that families increase vegetable consumption were identified. Results allow us to appreciate first that 53 % of the surveyed respondents would be willing to increase consumption. The variable that explains mostly an increase in consumption is scholarship with a positive value of 0.7667 with a direct relationship, with a significance of 0.005, i.e. with a higher the level of education, the probability of increasing consumption is also higher, presumably because the consumer has more information about the properties and advantages that vegetables have for health. These decisions are also influenced by vegetable prices and consumer age, but in an inverse relationship, i.e. at a higher price and age, less possibility of increasing consumption was observed. On the other hand, variables such as number of family members have a direct influence on decisions to increase vegetable consumption.
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