The study aim was to identify consumer segmentation based on nonhuman animal welfare (AW) attitudes and their relationship with demographic features and willingness to pay (WTP) for welfare-friendly products (WFP) in Mexico. Personal interviews were conducted with 843 Mexican consumers who stated they purchased most of the animal products in their home. Respondents were selected using a quota sampling method with age, gender, education, and origin as quota control variables. The multivariate analysis suggested there were three clusters or consumer profiles labeled “skeptical,” “concerned,” and “ethical,” which helped explain the association between AW attitudes, some demographic variables, and WTP for WFP. This study is one of the first to address consumer profiling in Latin America, and the findings could have implications for the commercialization of WFP. Hence, customers should receive information to consider welfare innovations when deciding to purchase animal products. The growth of the WFP food market establishes an element of a far more multifaceted phenomenon of sustainable consumption and support of a new paradigm called responsible marketing in emerging markets such as Mexico.

Purpose: The purpose of this paper is to identify the factors associated with the consumption of traditional foods (TFs) in central Mexico. Design/methodology/approach: A total of 512 surveys were applied to consumers in central Mexico. The survey included a free word association with TF and an example, the food choice questionnaire, and the sociodemographic characteristics of respondents. A binary logistic regression was carried out comparing regular TF consumers with non-regular TF consumers. Findings: Men tend to eat TFs in more regular way than women. People with heavier consumption habits associate TF with “authenticity/way of doing”, “origin” and “habit”, which are reinforced both by TF examples and the FCQ variables. Foods considered traditional were classified as cooked (elaborated under specific recipes of gastronomic heritage) and uncooked. Both groups comprise central foods, basic in the Mexican diet, in which maize, chili and beans are outstanding. Research limitations/implications: The study did not comprehend the whole country and not consider specific food categories. Practical implications: Provides important information on the factors that drive consumption of TFs in Mexico, information that may be useful in valorisation processes. Social implications: Results may support the commercialisation of these foods, and lead to an improvement in the livelihoods of producers of TFs. Originality/value: In Mexico, the study of consumers has not been addressed. Therefore, this is a pioneer study that documents the factors associated with the consumption of TFs.