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We did a survey to 211 persons in the city of Guayaquil-Ecuador in order to examine, measure and assess the social acceptance that the development of the biofuel industry would potentially have in the country. In the first part of this study sets the mean values and standard deviation of 17 indicators which measure perceptions about the possible effects in areas such as economic, social and environmental. The absence of national goals for blend and consumption of biofuels in the country, allows the social acceptance of this new product plays a key role that could even become a barrier for launching this industry. We made an Analysis of Correspondence to study the relations between the indicators related to perceptions, socioeconomic variables and the willingness to pay (WTP). We found that those who possess a high level of education (high income as well) are those who have the lowest WTP and they also have a negative environmental perception, while those who are unaware of the existence and local production of these fuels have the highest WTP. Finally, with regard to the design of public policies we found that respondents consider job creation and reduction greenhouse gases as the most important attributes, but on the other hand, they consider the institutional framework that regulates this industry as the least important one.


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