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.

研究的目的是根据墨西哥的非人类动物福利（AW）态度及其与人口特征和支付意愿（WTP）的关系来识别消费者细分。对843名墨西哥消费者进行了个人采访，他们表示他们在家中购买了大多数动物产品。使用配额抽样方法选择受访者，并将年龄，性别，教育程度和出身作为配额控制变量。多元分析表明，存在三个集群或消费者概况，分别标记为“怀疑”，“关注”和“道德”，这有助于解释AW态度，一些人口统计学变量和WFP的WTP之间的关联。这项研究是第一个针对拉丁美洲消费者分析的研究之一，研究结果可能对粮食计划署的商业化产生影响。因此，客户在决定购买动物产品时应获得信息以考虑福利创新。粮食计划署粮食市场的增长为可持续消费和支持墨西哥等新兴市场中称为负责任营销的新范例提供了更为广泛的现象。