Journal
FOODS
Volume 11, Issue 5, Pages -Publisher
MDPI
DOI: 10.3390/foods11050722
Keywords
willingness to pay; labelling; food quality and safety; consumer
Categories
Ask authors/readers for more resources
The concern for food safety and quality pushes governments and private sectors to improve consumers' confidence in food systems through certifications and traceability systems. However, little is known about consumers' valuation of food labelling schemes. This study explores Vietnamese consumers' willingness to pay for existing certifications, branding, and traceability labelling schemes and finds that trust is a critical factor shaping their willingness to pay for products bearing VietGAP label.
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.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available