Barzola Jiménez, Mery Katty, Jenny Maldonado Castro, Ángel Maldonado Castro, and Jumbo Fonseca Eliot David. 2026. “Young People’s Willingness to Pay for Healthy and Functional Products: An Analysis of Their Choice Preferences”. Journal of Business and Entrepreneurial Studie 10 (4):54-73. https://doi.org/10.37956/jbes.v10i4.427.