Analysis of Consumer Preferences for Green Tea Products: A Randomized Conjoint Analysis in Thai Nguyen, Vietnam
Round 1
Reviewer 1 Report
Comments and Suggestions for AuthorsThe paper is correct in its approach and development, well planned and coherent in its conclusions. Some aspects that could serve to improve it are the following:
To strengthen the findings, it would be beneficial to validate the results obtained from the conjoint analysis with other research methods or data sources. This could involve conducting follow-up interviews, surveys, or observational studies to gain further insights and corroborate the findings.
The paper should provide more details about the specific conjoint analysis methodology used, including the attributes and levels considered, the experimental design, and the analysis techniques employed. This level of transparency would enhance the reproducibility and credibility of the study.
It could also include more detailed statistical analyses to quantify the significance and effect sizes of the identified preferences and recommendations. This would provide a clearer understanding of the strength and importance of each attribute in influencing consumer choices.
Author Response
Dear reviewer,
Thank you for taking the time to read and make suggestions for our research. We appreciate your suggestions to help us improve our manuscript. I'd like to address each of your specific comments in the following order:
1. To strengthen the findings, it would be beneficial to validate the results obtained from the conjoint analysis with other research methods or data sources. This could involve conducting follow-up interviews, surveys, or observational studies to gain further insights and corroborate the findings.
Author response
We have reviewed numerous articles to validate our research findings. However, our study focuses on consumer preferences for green tea products, and there is a limited number of studies on green tea products specifically. Therefore, we selected the most relevant studies to compare and verify our results. This content has been asked in the manuscript from line 78-81; 106-110; 435-439 & 468-477.
2. The paper should provide more details about the specific conjoint analysis methodology used, including the attributes and levels considered, the experimental design, and the analysis techniques employed. This level of transparency would enhance the reproducibility and credibility of the study.
Author response
We have clearly qualified the specific conjoint analysis methodology, including the attributes and levels considered, the experimental design, and the analysis techniques employed in session 3. Study and sampling in the manuscript.
3. It could also include more detailed statistical analyses to quantify the significance and effect sizes of the identified preferences and recommendations. This would provide a clearer understanding of the strength and importance of each attribute in influencing consumer choices.
Author response
Thank you very much for your valuable suggestions. Currently, we need to resubmit the revised manuscript to the journal within five days, leaving us with very limited time. We will consider your suggestions in our future research. We hope you understand our situation.
Thank you for your understanding and for providing insightful feedback to improve our world.
Best regards
Reviewer 2 Report
Comments and Suggestions for AuthorsWell done. The paper is well organized and the analysis results are well represented. I think this paper can be considered for publication.
Comments on the Quality of English LanguageNo further comments.
Author Response
Dear reviewer,
Thank you very much for your encouraging feedback on our research. We are pleased to hear that you found the organization and analysis results well-represented. Your positive remarks are highly appreciated. Your comments are an encouragement to us for future research.
Thank you once again for your support!
Best Regard
Reviewer 3 Report
Comments and Suggestions for AuthorsThank you for the opportunity of review the study titled: "Analysis of consumer preferences for green tea products: A randomized conjoint analysis in Vietnam".
In general, this article focuses more on delving into the Vietnam area than on adding to the frontier of knowledge of other studies on tea consumer preferences globally.
For example, Introduction section focus on the relevance of tea in Vietnam (macro level) instead of indicating consumers’ interest in this type of product and their buying factors (individual level). Although it is seen as a starting point, authors can improve the manuscript taking account wording at individual level.
To improve this manuscript, It is suggested:
a) To point out main factors of consumer preferences from top-10 tea-producing countries globally. For example, in a table o figure.
b) To Specify better the contributions of this manuscript at introduction section.
c) To indicate implications at discussion/conclusion section for producers, businesses, and distributors (at individual level, factors) in comparison others studies.
Connection between background literature (factors influencing consumer preferences) and empirical results are successful.
According to the manuscript:
Vietnam is currently one of the top-10 tea-producing countries globally. 70% production concentrated in the northern midland and mountainous regions of Vietman.
to identify randomly combined levels of product attributes using a combination analysis method.
5 Attributes: Traceable, OCOP: One commune, One Product, Producer information, Product information, Purchase.
4 levels. An example is level 1 as follows taking account the 5 attributes: Yes, 3 stars, name, name, at stores.
A conjoint analysis method proposed by Hainmueller et al. to determine the probability of choice both internally and externally.
Causal impact of product attributes on customer decisions. To calculate both the external and internal choice probabilities, which can also be referred to as the external and internal causal effects, respectively. To calculate interaction and heterogeneous effects on consumer preferences for green tea products.
Analysis reveals a causal relationship between the probability of external choice and consumer preferences regarding the purchase attribute at the “online” level. Findings demonstrate that the purchase attribute significantly influences consumer preferences.
From the results of the external and internal choice probabilities, it is evident that the purchasing attribute at the "online" level has a causal effect on consumer preferences.
Attributes such as traceability, OCOP star certification, product information, and purchasing attributes have been found to influence consumer preferences.
Author Response
Dear reviewer,
Thank you for taking the time to read and make suggestions for our research. We appreciate your suggestions to help us improve our manuscript. I'd like to address each of your specific comments as follow:
a) To point out main factors of consumer preferences from top-10 tea-producing countries globally. For example, in a table o figure.
Author response
We carefully reviewed studies on consumer behavior towards tea products in the ten largest tea-producing countries in the world. We included several studies that are most relevant to our research in the revised Manuscript to emphasize further the factors influencing consumer preferences for tea products (from line 78-81; 106-110; 435-439 & 468-477 in the Manuscript)
b) To Specify better the contributions of this manuscript at introduction section.
Author response
We have taken your suggestion and revised the introduction from lines 87-96 in the manuscript.
c) To indicate implications at discussion/conclusion section for producers, businesses, and distributors (at individual level, factors) in comparison others studies.
Author response
We have taken your suggestion and revised the introduction from lines 504-507 in the manuscript.
Thank you very much!
Best regard
Reviewer 4 Report
Comments and Suggestions for AuthorsYour research presented in the manuscript "Analysis of Consumer Preferences for Green Tea Products: A Randomized Conjoint Analysis in Vietnam" provides valuable insights into the factors influencing consumer preferences for green tea in the Thai Nguyen area, highlighting the importance of transparency and reliability in product attributes. The use of randomized conjoint analysis is commendable, and your findings offer a nuanced understanding of the impact of government-led initiatives like the OCOP project. The observation that online sales negatively influence consumer preferences while traceability and certification enhance them is particularly interesting and adds depth to the current literature on consumer behavior in developing economies. Before further steps in the procedure of publishing the manuscript, I suggest the following corrections to the authors:
- The title: Analysis of consumer preferences for green tea products: A randomized conjoint analysis in Vietnam area Thai Nguyen
- There are references that could be used to improve the quality of this manuscript. Authors should consider these references for the potential implementation of relevant parts:
1. https://www.fao.org/3/ca3815en/CA3815EN.pdf
2. https://www.fao.org/3/ca3815en/CA3815EN.pdf
3. https://www.ifad.org/documents/38714170/39135645/Policy+case+study+Viet+Nam+%E2%80%93+Review+of+experience+of+the+National+Target+Program+for+new+rural+development.pdf/bf68c25c-7489-4b06-b5ca-3095c9e4ab0f
4. https://ocop.mard.gov.vn/Pages/xay-dung-ocop-tu-viec-chinh-nguoi-lanh-dao-mang-san-pham-di-ban.aspx
5. https://www.fao.org/3/cb5641en/cb5641en.pdf
6. https://ocop.mard.gov.vn/
7. Salman Munir, Asad Azeem, Muhammad Sikandar Zaman, Muhammad Zia Ul Haq: From field to table: Ensuring food safety by reducing pesticide residues in food, Science of The Total Environment, Volume 922, 2024, 171382. ISSN 0048-9697, https://doi.org/10.1016/j.scitotenv.2024.171382.
Author Response
Dear reviewer,
Thank you for taking the time to read and provide suggestions for our research. We acknowledge and greatly appreciate the valuable resources you have provided. I want to address each of your specific comments in the following order:
1. Title of research from your suggestion: Analysis of consumer preferences for green tea products: A randomized conjoint analysis in Vietnam area Thai Nguyen
Author response
If you agree, we would like to change the article's title to "Analysis of consumer preferences for green tea products: A randomized conjoint analysis in Thai Nguyen, Vietnam.” We think that placing the province's name before the country's name is appropriate.
2. There are references that could be used to improve the quality of this manuscript. Authors should consider these references for the potential implementation of relevant parts.
Author response
Among the 7 references you suggested, documents 1 and 2 are duplicates, and document 6 cannot be opened, so the total number of documents we received is 5. We have thoroughly read and reviewed the documents and found that documents 3 and 4 are highly relevant to our research. We have incorporated the necessary revisions into our updated version (from line 68-69; 211; 615-617& 695-697 in the Manusrcip).
Once again, we are very grateful and appreciative of your suggestions, especially the reference links you provided, which helped us improve our draft in the best possible way. If you have any further comments or suggestions for improvement, please let us know. We are committed to ensuring that our paper meets the highest standards.
Best regard
