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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...

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Autores principales: Tran, Duc, Broeckhoven, Ieben, Hung, Yung, Diem My, Nguyen Hoang, De Steur, Hans, Verbeke, Wim
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8909422/
https://www.ncbi.nlm.nih.gov/pubmed/35267355
http://dx.doi.org/10.3390/foods11050722
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author Tran, Duc
Broeckhoven, Ieben
Hung, Yung
Diem My, Nguyen Hoang
De Steur, Hans
Verbeke, Wim
author_facet Tran, Duc
Broeckhoven, Ieben
Hung, Yung
Diem My, Nguyen Hoang
De Steur, Hans
Verbeke, Wim
author_sort Tran, Duc
collection PubMed
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.
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spelling pubmed-89094222022-03-11 Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach Tran, Duc Broeckhoven, Ieben Hung, Yung Diem My, Nguyen Hoang De Steur, Hans Verbeke, Wim Foods Article 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. MDPI 2022-02-28 /pmc/articles/PMC8909422/ /pubmed/35267355 http://dx.doi.org/10.3390/foods11050722 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Tran, Duc
Broeckhoven, Ieben
Hung, Yung
Diem My, Nguyen Hoang
De Steur, Hans
Verbeke, Wim
Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach
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 Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8909422/
https://www.ncbi.nlm.nih.gov/pubmed/35267355
http://dx.doi.org/10.3390/foods11050722
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