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

Willingness to pay for certification and labeling of chicken meat in the Mymensingh District of Bangladesh

Objective

This study explores consumers' willingness to pay (WTP) for labeled and certified chicken meat in Mymensingh district, examining the key socioeconomic and demographic factors that shape these preferences.

Materials and Method

Data were gathered through structured interviews with 300 participants from diverse urban and rural demographics, encompassing various occupational groups. The analysis employed logistic regression models to examine the determinants of WTP for labeling and certification, with a focus on variables such as income, education, health perception, environmental awareness, dependency ratio, and market distance.

Results

The study found that a significant proportion of consumers preferred labeled (64%) and certified (71%) broiler meat. Strong links between higher income and education levels and increased WTP suggest that wealthier and more literate consumers are more likely to invest in food safety measures. Positive health and environmental perceptions also played a role, with more conscious consumers willing to pay a premium for labeled and certified products. On the other hand, a higher dependency ratio and greater market distance were associated with lower WTP, underscoring the impact of socioeconomic constraints and accessibility issues on consumer choices.

Conclusion

Introducing labeling and certification systems could strengthen consumer trust and enhance public health, offering substantial benefits to both the poultry industry and the broader economy in Bangladesh.

Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers

The purpose of this study is to examine factors affecting green food product purchase intentions and, specifically, to specify the role of past behaviour in shaping purchase intentions for these products and in switching to environmentally friendly food purchases. As for the theoretical framework, the Theory of Planned Behaviour (TPB) was used, with certain modifications proposed; namely, additional constructs were included: past behaviour, knowledge, and trust in green food. Data were collected from 650 green product consumers in Poland. The online survey method was employed. The research revealed that past behaviour is a powerful indicator, which, to the greatest extent, explains purchase behaviours towards green food. This paper explores the fact that attitudes are also strongly linked to green food purchase intentions. Moreover, social norms, trust, and knowledge also have a positive effect on the intention to purchase green food products. Perceived behavioural control is relatively weak but statistically significant. The extended model explains 57% of the variance in green food purchase intentions. By incorporating past behaviour into the TPB, this study gives a new insight into understanding the inconsistency between positive attitudes towards green food and real purchase behaviours. The results of the study provide managers working in the food sector with relevant guidelines for the design of marketing strategies.

Research on Influencing Factors of Food Choice and Food Consumption

Nowadays, most consumers are well aware of what makes up a healthy and sustainable diet [...].

Impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork: An experimental study in Vietnam

Traditional pork shops play an essential role in delivering pork, the most popular food in Vietnam, to consumers. Studies have shown the need for investment in training and equipment to improve the safety of pork sold at traditional shops. However, it remains unclear how consumers perceived improvement to the hygiene in pork shops and if they are ready to pay premium prices for safer products. This study used an experimental approach to determine consumers' perception and assessment of improved pork shops and their willingness to pay (WTP) for pork products. A total of 152 respondents in two provinces in Vietnam joined in a Becker–DeGroot–Marschak (BDM) mechanism experiment to collect data on WTP for pork from typical and upgraded pork shops. A questionnaire was used to record consumers' perceptions and assessments of the pork shops and products. Overall, consumers were willing to pay 20% more for upgraded fresh pork than for what is currently available on the market. Consumers trusted in the effectiveness of the upgraded intervention and the quality of pork at the pork shop, which increased their WTP for the upgraded pork. Concerns about contaminated pork had a negative impact on the WTP for typical pork, while the high frequency of pork consumption and the existence of elderly family members led to higher WTP for both products. The findings indicate the potential economic benefit of upgrading pork shops, which would be an important driver to motivate sellers to improve food safety.

Perceived Value of Information Attributes: Accounting for Consumer Heterogeneous Preference and Valuation for Traceable Agri-Food

Information attributes characterize traceable agri-food. The perceived value of information attributes influences consumers' preferences for traceable agri-food, consisting of two dimensions, predictive value and confidence value. We examine heterogeneous preferences and willingness to pay (WTP) in China's traceable agri-food market. Using the choice experiments, we explore how the traceability information, certification type, region of origin, and price influence Chinese consumers' Fuji apple choices. We identify three consumer classes by a latent class model: certification-oriented class (65.8%), price-sensitive and origin-oriented class (15.0%), and no-buy class (19.2%). The results show that consumer sociodemographic characteristics, predictive value, and confidence value are the heterogeneous sources that determine their preferences for Fuji apple information attributes. Specifically, consumers' age, family income per month, and whether the family has children under 18 significantly impact the membership probability of consumers in both certification-oriented and price-sensitive and origin-oriented classes. Consumers' predicted value and confidence value significantly impact the membership probability of consumers in the certification-oriented class. In contrast, consumers' predicted value and confidence value have no significant impact on the membership probability of consumers in price-sensitive and origin-oriented class.

Chinese Consumers' Heterogeneous Preferences for the Front-of-Package Labeling on Fresh Pork: A Choice Experiment Approach

Excessive average daily pork intake of Chinese residents increases the risk of obesity and related chronic diseases. Understanding consumers’ preference for the Front-of-Package (FOP) labeling on fresh pork is of practical significance for designing an FOP labeling scheme that meets market demand and effectively guides moderate pork consumption. This study used the conditional logit model to reveal the stated preferences of 930 nationally representative respondents in China for FOP labeling attributes elicited by a choice experiment approach. The results indicated that respondents preferred the nutritional information to be printed in Chinese characters, the label size to be a quarter of the front package surface, the label color to be green, and the label price to account for 10% of the retail price of 500 g standard fresh pork. Moreover, these preferences were heterogeneous across the sample population due to respondents’ different levels of education and trust in labeling. People with primary and junior high school education preferred nutritional information in Chinese characters, while those with junior high education and above preferred green labeling. The higher the respondents’ trust in the labeling, the stronger their willingness to accept the appropriate FOP labeling price. Information campaigns and educational programs can be used to increase the acceptance of FOP labelling, particularly among consumers with low education levels and distrust of FOP labeling.