Vietnamese consumers' willingness to pay for improved food safety for vegetables and pork

Hue Vuong, David Pannell, Steven Schilizzi and Michael Burton

Australian Journal of Agricultural and Resource Economics, 2024, vol. 68, issue 4, 948-972

Abstract: Food safety is an issue of growing concern in many developing countries. Threats to food safety in Vietnam include contamination with toxic chemicals, microbiological hazards and adulterated food. To determine Vietnamese consumers' willingness to pay for food safety of pork and vegetables, a discrete choice experiment was employed in the cities of Hanoi and Haiphong. Principal factor analysis and mixed logit models reveal that urban consumers are, on average, willing to pay considerable price premiums for food safety attributes. On average, consumers are willing to pay a price premium of 244% for vegetables produced with the safe application of pesticides, 70% premium for pork processed in certified abattoirs that assure pork safety and 67% price premium for pork if the convenience attribute is satisfied. Regarding vegetables, there is considerable heterogeneity in the extent to which consumers are willing to pay for growth‐hormone‐free vegetables, depending on their education, and in perceptions towards food safety risks resulting from chemical hazards and foodborne illness in Vietnam. For pork, if consumers believe that contaminated food could cause life‐threatening risks for people, they are willing to pay up to 102% more than the current market price for hormone‐free and drug‐free pork. The factor representing consumers' trust in food safety influences their WTP for traceability and clean water attributes. Moreover, consumer's self‐health evaluation influenced their WTP for pork traceability. Almost all consumers prefer the convenience of being able to purchase vegetables and pork nearby.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1111/1467-8489.12577

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:ajarec:v:68:y:2024:i:4:p:948-972

Ordering information: This journal article can be ordered from
http://ordering.onli ... 1111/(ISSN)1467-8489

Access Statistics for this article

Australian Journal of Agricultural and Resource Economics is currently edited by John Rolfe, Lin Crase and John Tisdell

More articles in Australian Journal of Agricultural and Resource Economics from Australian Agricultural and Resource Economics Society Contact information at EDIRC.
Bibliographic data for series maintained by Wiley Content Delivery ().