Consumer Preference and Attitude Regarding Online Food Products in Hanoi, Vietnam

Anh Kim Dang, Bach Xuan Tran, Cuong Tat Nguyen, Huong Thi Le, Hoa Thi Do, Hinh Duc Nguyen, Long Hoang Nguyen, Tu Huu Nguyen, Hue Thi Mai, Tho Dinh Tran, Chau Ngo, Thuc Thi Minh Vu, Carl A. Latkin, Melvyn W.B. Zhang and Roger C.M. Ho
Additional contact information
Anh Kim Dang: Institute for Preventive Medicine and Public Health, Hanoi Medical University, Hanoi 100000, Vietnam
Bach Xuan Tran: Institute for Preventive Medicine and Public Health, Hanoi Medical University, Hanoi 100000, Vietnam
Cuong Tat Nguyen: Institute for Global Health Innovations, Duy Tan University, Da Nang 550000, Vietnam
Huong Thi Le: Institute for Preventive Medicine and Public Health, Hanoi Medical University, Hanoi 100000, Vietnam
Hoa Thi Do: Department of Nutrition and Food Safety, Hanoi Medical University, Hanoi 100000, Vietnam
Hinh Duc Nguyen: Institute for Preventive Medicine and Public Health, Hanoi Medical University, Hanoi 100000, Vietnam
Long Hoang Nguyen: Department of Public Health Sciences, Karolinska Institutet, SE-171 77 Stockholm, Sweden
Tu Huu Nguyen: Vietnam Young Physicians’ Association, Hanoi 100000, Vietnam
Hue Thi Mai: Institute for Preventive Medicine and Public Health, Hanoi Medical University, Hanoi 100000, Vietnam
Tho Dinh Tran: Department of Hepatobiliary Surgery, Vietnam-Germany Hospital, Hanoi 100000, Vietnam
Chau Ngo: Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD 21205, USA
Thuc Thi Minh Vu: Department of Immunology and Allergy, National Otolaryngology Hospital, Hanoi 100000, Vietnam
Carl A. Latkin: Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD 21205, USA
Melvyn W.B. Zhang: Biomedical Global Institute of Healthcare Research & Technology (BIGHEART), National University of Singapore, Singapore 117599, Singapore
Roger C.M. Ho: Department of Psychological Medicine, Yong Loo Lin School of Medicine, National University of Singapore, Singapore 119228, Singapore

IJERPH, 2018, vol. 15, issue 5, 1-12

Abstract: This study aimed to examine: (1) how the Internet has changed consumers food-buying behavior and identify its associated factors; (2) consumers’ concern about food safety information of online food products. A cross-sectional study was performed from October to December 2015 in Hanoi—a Vietnamese epicenter of food service. One thousand seven hundred and thirty six (1736) customers were randomly chosen from food establishments of 176 communes. Data were collected through face-to-face interviews using structured questionnaires. The majority of participants reported using the Internet to search for food products (81.3%). The most crucial factors influencing food purchases through the Internet were convenience (69.1%) and price (59.3%). Only one-third of participants selected products based on accurate evidence about food safety certification or food origin. The majority of participants were concerned about the expiration date (51.6%), while brand (9.8%) and food licensing information (11.3%) were often neglected. People who were:(1) female, (2) highly influenced by online relationships, and (3) having difficulty in doing usual activities were more likely to look for online food products. These findings produce practical advice to consumers when purchasing their desired food products on the Internet, to online food retailers and to the Government of Vietnam to implement appropriate legislation regarding trading online food products.

Keywords: online food; food safety; Vietnam (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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