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Willingness to pay for food labelling schemes in Vietnam : a choice experiment on water spinach

(2022) FOODS. 11(5).
Author
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Abstract
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.
Keywords
willingness to pay, labelling, food quality and safety, consumer, CONSUMER PREFERENCES, OBJECTIVE KNOWLEDGE, ORGANIC LABELS, SAFETY, VEGETABLES, QUALITY, TRACEABILITY, ATTITUDES, CREDENCE, VENDORS

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MLA
Tran, Duc, et al. “Willingness to Pay for Food Labelling Schemes in Vietnam : A Choice Experiment on Water Spinach.” FOODS, vol. 11, no. 5, 2022, doi:10.3390/foods11050722.
APA
Tran, D., Broeckhoven, I., Hung, C. Y., My, N. H. D., De Steur, H., & Verbeke, W. (2022). Willingness to pay for food labelling schemes in Vietnam : a choice experiment on water spinach. FOODS, 11(5). https://doi.org/10.3390/foods11050722
Chicago author-date
Tran, Duc, Ieben Broeckhoven, Christine Yung Hung, Nguyen H.D. My, Hans De Steur, and Wim Verbeke. 2022. “Willingness to Pay for Food Labelling Schemes in Vietnam : A Choice Experiment on Water Spinach.” FOODS 11 (5). https://doi.org/10.3390/foods11050722.
Chicago author-date (all authors)
Tran, Duc, Ieben Broeckhoven, Christine Yung Hung, Nguyen H.D. My, Hans De Steur, and Wim Verbeke. 2022. “Willingness to Pay for Food Labelling Schemes in Vietnam : A Choice Experiment on Water Spinach.” FOODS 11 (5). doi:10.3390/foods11050722.
Vancouver
1.
Tran D, Broeckhoven I, Hung CY, My NHD, De Steur H, Verbeke W. Willingness to pay for food labelling schemes in Vietnam : a choice experiment on water spinach. FOODS. 2022;11(5).
IEEE
[1]
D. Tran, I. Broeckhoven, C. Y. Hung, N. H. D. My, H. De Steur, and W. Verbeke, “Willingness to pay for food labelling schemes in Vietnam : a choice experiment on water spinach,” FOODS, vol. 11, no. 5, 2022.
@article{8743180,
  abstract     = {{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.}},
  articleno    = {{722}},
  author       = {{Tran, Duc and Broeckhoven, Ieben and Hung, Christine Yung and My, Nguyen H.D. and De Steur, Hans and Verbeke, Wim}},
  issn         = {{2304-8158}},
  journal      = {{FOODS}},
  keywords     = {{willingness to pay,labelling,food quality and safety,consumer,CONSUMER PREFERENCES,OBJECTIVE KNOWLEDGE,ORGANIC LABELS,SAFETY,VEGETABLES,QUALITY,TRACEABILITY,ATTITUDES,CREDENCE,VENDORS}},
  language     = {{eng}},
  number       = {{5}},
  pages        = {{18}},
  title        = {{Willingness to pay for food labelling schemes in Vietnam : a choice experiment on water spinach}},
  url          = {{http://doi.org/10.3390/foods11050722}},
  volume       = {{11}},
  year         = {{2022}},
}

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