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Article

Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach

1
Department of Agricultural Economics, Ghent University, 9000 Ghent, Belgium
2
Department of Earth and Environmental Sciences, KU Leuven, 3000 Leuven, Belgium
3
Faculty of Economics and Development Studies, University of Economics, Hue University, Hue City 52000, Vietnam
*
Author to whom correspondence should be addressed.
Foods 2022, 11(5), 722; https://doi.org/10.3390/foods11050722
Submission received: 10 January 2022 / Revised: 17 February 2022 / Accepted: 22 February 2022 / Published: 28 February 2022
(This article belongs to the Special Issue Research on Influencing Factors of Food Choice and Food Consumption)

Abstract

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.
Keywords: willingness to pay; labelling; food quality and safety; consumer willingness to pay; labelling; food quality and safety; consumer

Share and Cite

MDPI and ACS Style

Tran, D.; Broeckhoven, I.; Hung, Y.; Diem My, N.H.; De Steur, H.; Verbeke, W. Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach. Foods 2022, 11, 722. https://doi.org/10.3390/foods11050722

AMA Style

Tran D, Broeckhoven I, Hung Y, Diem My NH, De Steur H, Verbeke W. Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach. Foods. 2022; 11(5):722. https://doi.org/10.3390/foods11050722

Chicago/Turabian Style

Tran, Duc, Ieben Broeckhoven, Yung Hung, Nguyen Hoang Diem My, Hans De Steur, and Wim Verbeke. 2022. "Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach" Foods 11, no. 5: 722. https://doi.org/10.3390/foods11050722

APA Style

Tran, D., Broeckhoven, I., Hung, Y., Diem My, N. H., De Steur, H., & Verbeke, W. (2022). Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach. Foods, 11(5), 722. https://doi.org/10.3390/foods11050722

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