Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach
The growing concern for food safety and quality motivates governments and private sectors to improve consumers’ confidence in food systems, such as through adopting certifications and traceability systems. The recent emergence of diverse food labelling schemes and the turbulence in food systems in e...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-02-01
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| Series: | Foods |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2304-8158/11/5/722 |
| _version_ | 1827651471633547264 |
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| author | Duc Tran Ieben Broeckhoven Yung Hung Nguyen Hoang Diem My Hans De Steur Wim Verbeke |
| author_facet | Duc Tran Ieben Broeckhoven Yung Hung Nguyen Hoang Diem My Hans De Steur Wim Verbeke |
| author_sort | Duc Tran |
| collection | DOAJ |
| description | The growing concern for food safety and quality motivates governments and private sectors to improve consumers’ confidence in food systems, such as through adopting certifications and traceability systems. The recent emergence of diverse food labelling schemes and the turbulence in food systems in emerging countries have sparked questions about consumers’ valuation of such labels. Nonetheless, little is known on how the familiarity with, trust in and knowledge of these food labelling schemes affect consumers’ willingness to pay for labelling schemes in emerging market contexts. This study aims to address these literature gaps by investigating consumers’ valuation of existing certifications, branding and traceability labelling schemes in Vietnam. A face-to-face survey was conducted, including a discrete choice experiment on water spinach in Ho Chi Minh City, Vietnam. The findings indicated that Vietnamese consumers are generally willing to pay price premia for food labelling schemes, such as VietGAP certification, EU and USDA organic certifications, private branding and traceable Quick Response (QR) coding. While familiarity and understanding had no significant impact on Vietnamese consumers’ valuation, trust was found to be a critical factor shaping willingness to pay for products bearing VietGAP label. Policy implications and marketing strategies for organic certifications and traceability schemes in Vietnam are discussed. |
| first_indexed | 2024-03-09T20:40:07Z |
| format | Article |
| id | doaj.art-accbfd99bceb481aaa990d13632117ea |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-09T20:40:07Z |
| publishDate | 2022-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-accbfd99bceb481aaa990d13632117ea2023-11-23T23:01:28ZengMDPI AGFoods2304-81582022-02-0111572210.3390/foods11050722Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water SpinachDuc Tran0Ieben Broeckhoven1Yung Hung2Nguyen Hoang Diem My3Hans De Steur4Wim Verbeke5Department of Agricultural Economics, Ghent University, 9000 Ghent, BelgiumDepartment of Agricultural Economics, Ghent University, 9000 Ghent, BelgiumDepartment of Agricultural Economics, Ghent University, 9000 Ghent, BelgiumFaculty of Economics and Development Studies, University of Economics, Hue University, Hue City 52000, VietnamDepartment of Agricultural Economics, Ghent University, 9000 Ghent, BelgiumDepartment of Agricultural Economics, Ghent University, 9000 Ghent, BelgiumThe growing concern for food safety and quality motivates governments and private sectors to improve consumers’ confidence in food systems, such as through adopting certifications and traceability systems. The recent emergence of diverse food labelling schemes and the turbulence in food systems in emerging countries have sparked questions about consumers’ valuation of such labels. Nonetheless, little is known on how the familiarity with, trust in and knowledge of these food labelling schemes affect consumers’ willingness to pay for labelling schemes in emerging market contexts. This study aims to address these literature gaps by investigating consumers’ valuation of existing certifications, branding and traceability labelling schemes in Vietnam. A face-to-face survey was conducted, including a discrete choice experiment on water spinach in Ho Chi Minh City, Vietnam. The findings indicated that Vietnamese consumers are generally willing to pay price premia for food labelling schemes, such as VietGAP certification, EU and USDA organic certifications, private branding and traceable Quick Response (QR) coding. While familiarity and understanding had no significant impact on Vietnamese consumers’ valuation, trust was found to be a critical factor shaping willingness to pay for products bearing VietGAP label. Policy implications and marketing strategies for organic certifications and traceability schemes in Vietnam are discussed.https://www.mdpi.com/2304-8158/11/5/722willingness to paylabellingfood quality and safetyconsumer |
| spellingShingle | Duc Tran Ieben Broeckhoven Yung Hung Nguyen Hoang Diem My Hans De Steur Wim Verbeke Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach Foods willingness to pay labelling food quality and safety consumer |
| title | Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach |
| title_full | Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach |
| title_fullStr | Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach |
| title_full_unstemmed | Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach |
| title_short | Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach |
| title_sort | willingness to pay for food labelling schemes in vietnam a choice experiment on water spinach |
| topic | willingness to pay labelling food quality and safety consumer |
| url | https://www.mdpi.com/2304-8158/11/5/722 |
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