Understanding the Importance of Eco-Labeling for Organic Foods at UNESCO Biosphere Reserves: A Case Study of the Cocoa Powder at the Dong Nai, Vietnam

An Thinh Nguyen (), Ha Van Dinh, Huy Kien Ngo, Ngoc Anh Le, Phuong Mai Khong, Ngoc Tram Thi Do, Minh Thuan Trinh, Tuan Dat Nguyen, Tran Quoc Khanh Ngo, Linh Chi Vu, My Luong Thi Do, Anh Tu Le, Binh Minh Tran and Nguyen Van Thuong
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An Thinh Nguyen: Faculty of Development Economics, VNU University of Economics and Business, Vietnam National University, Hanoi 10000, Vietnam
Ha Van Dinh: National Institute of Agricultural Planning and Projection (NIAPP), Hanoi 10000, Vietnam
Huy Kien Ngo: National Institute of Agricultural Planning and Projection (NIAPP), Hanoi 10000, Vietnam
Ngoc Anh Le: Faculty of Development Economics, VNU University of Economics and Business, Vietnam National University, Hanoi 10000, Vietnam
Phuong Mai Khong: Faculty of Development Economics, VNU University of Economics and Business, Vietnam National University, Hanoi 10000, Vietnam
Ngoc Tram Thi Do: Faculty of Development Economics, VNU University of Economics and Business, Vietnam National University, Hanoi 10000, Vietnam
Minh Thuan Trinh: Faculty of Development Economics, VNU University of Economics and Business, Vietnam National University, Hanoi 10000, Vietnam
Tuan Dat Nguyen: Faculty of Development Economics, VNU University of Economics and Business, Vietnam National University, Hanoi 10000, Vietnam
Tran Quoc Khanh Ngo: Faculty of Biology, VNU University of Sciences, Vietnam National University, Hanoi 10000, Vietnam
Linh Chi Vu: Institute of Environment Sciences and Climate Change, Hanoi 10000, Vietnam
My Luong Thi Do: Institute of Environment Sciences and Climate Change, Hanoi 10000, Vietnam
Anh Tu Le: Institute of Environment Sciences and Climate Change, Hanoi 10000, Vietnam
Binh Minh Tran: National Center for Technological Progress (NACENTECH), Hanoi 10000, Vietnam
Nguyen Van Thuong: Hanoi College of Electromechanical Engineering, Hanoi 10000, Vietnam

Sustainability, 2023, vol. 15, issue 12, 1-21

Abstract: This study examined the willingness-to-pay (WTP) of consumers and the determinants of eco-labeling for the organic cocoa powder produced in the Dong Nai UNESCO Biosphere Reserve (DNBR), Southern Vietnam. Eco-labels are designed according to the tiers of eco-labeling for biosphere reserves (BR) introduced by UNESCO; they include BR Destination (Tier 1), BR Quality (Tier 2), and Professional Certification (Tier 3) labels. Questionnaires were delivered to 203 customers in the DNBR and nearby places, such as Dong Nai and HCMC. This study employed a hybrid approach using descriptive statistics, an ANOVA test, and a Partial Least Squares Structural Equation Model (PLS-SEM). The results indicate that gender and educational level have a positive effect on consumers’ preferences. Customers are willing to pay more for cocoa powder with an eco-label than one with an organic label. Perceived food safety and product knowledge lower customers’ WTP, whereas agricultural environment and pricing concerns increase it. Tier 2 is suggested for labeling cocoa powder in the DNBR. The DNBR Management Board, together with the federal and provincial governments, should all follow a similar certification process. Increased eco-label awareness is crucial for the future of environmentally responsible shopping and responsible business practices.

Keywords: eco-label; customer; WTP; PLS-SEM; cocoa powder; biosphere reserve; Dong Nai; Vietnam (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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