This study was conducted in Ecuador and Spain to identify consumers' preferences regarding several product attributes in dark chocolates by defining the utility function. A total of 364 consumers from both countries participated in this study. The impact of attributes on consumer utility was estimated based on a discrete choice experiment. The results showed that organic production label, cocoa content, the origin of dark chocolate, and price significantly affect consumer utility. These results provided important information regarding attributes that have an impact on buying behavior and can be used by producers to differentiate their products.