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Consumer Valuation of Food Quality and Food Safety Attributes in Vietnam

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  • Marcus Mergenthaler
  • Katinka Weinberger
  • Matin Qaim

Abstract

Food systems in developing countries are currently undergoing a profound transformation toward high-value products. Appropriate policies are needed to guide this transformation, presupposing good understanding of consumer preferences. We analyze consumers' valuation of different vegetable attributes in metropolitan areas of Vietnam, using contingent valuation techniques and a mediation framework for two specific examples. Consumers are willing to pay an average price premium of 60% for Chinese mustard that is free of chemical residues and of 19% for different convenience attributes of potatoes. Income levels and media have positive impacts on the willingness to pay, partly mediated through consumer perceptions. Copyright 2009 Agricultural and Applied Economics Association

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  • Marcus Mergenthaler & Katinka Weinberger & Matin Qaim, 2009. "Consumer Valuation of Food Quality and Food Safety Attributes in Vietnam," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 31(2), pages 266-283, June.
  • Handle: RePEc:oup:revage:v:31:y:2009:i:2:p:266-283
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    Cited by:

    1. Schipmann, Christin & Qaim, Matin, 2011. "Modern food retailers and traditional markets in developing countries: Comparing quality, prices, and competition strategies in Thailand," Discussion Papers 108348, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    2. von Meyer-Höfer, Marie & Spiller, Achim, 2014. "“Sustainability” a semi-globalisable concept for international food marketing - Consumer expectations regarding sustainable food – An explorative survey in industrialised and emerging countries," Discussion Papers 182513, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    3. Baker, Derek & Mtimet, Nadhem & Pica-Ciamarra, Ugo & Nsiima, Longin, 2016. "Consumers’ preferences for animal-source foods and retail outlets: The case of Tanzania," African Journal of Agricultural and Resource Economics, African Association of Agricultural Economists, vol. 11(3), September.
    4. Gómez, Miguel I. & Ricketts, Katie D., 2013. "Food value chain transformations in developing countries: Selected hypotheses on nutritional implications," Food Policy, Elsevier, vol. 42(C), pages 139-150.
    5. H.H. Chang & C. van Marrewijk & R. Stringer & W. Umberger, 2013. "Investment, awareness, supermarkets, and profits: heterogeneous chili farmers in Indonesia," Working Papers 13-13, Utrecht School of Economics.
    6. Mergenthaler, Marcus & Weinberger, Katinka & Qaim, Matin, 2009. "The food system transformation in developing countries: A disaggregate demand analysis for fruits and vegetables in Vietnam," Food Policy, Elsevier, vol. 34(5), pages 426-436, October.
    7. Michaelidou, Nina & Hassan, Louise M., 2010. "Modeling the factors affecting rural consumers' purchase of organic and free-range produce: A case study of consumers' from the Island of Arran in Scotland, UK," Food Policy, Elsevier, vol. 35(2), pages 130-139, April.
    8. Lagerkvist, Carl Johan & Hess, Sebastian & Okello, Julius & Hansson, Helena & Karanja, Nancy, 2013. "Food health risk perceptions among consumers, farmers, and traders of leafy vegetables in Nairobi," Food Policy, Elsevier, vol. 38(C), pages 92-104.
    9. repec:eee:jfpoli:v:69:y:2017:i:c:p:25-34 is not listed on IDEAS
    10. Ngigi, Marther W. & Okello, Julius Juma & Lagerkvist, Carl Johan & Karanja, Nancy & Mburu, John G., 2010. "Assessment of developing-country urban consumers’ willingness to pay for quality of leafy vegetables: The case of middle and high income consumers in Nairobi, Kenya," 2010 AAAE Third Conference/AEASA 48th Conference, September 19-23, 2010, Cape Town, South Africa 96191, African Association of Agricultural Economists (AAAE);Agricultural Economics Association of South Africa (AEASA).
    11. Lagerkvist, Carl Johan & Hess, Sebastian & Ngigi, Marther W. & Okello, Julius Juma, 2011. "Consumers’ Willingness to Pay for Food Safety in Nairobi: The Case of Fresh Vegetables," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114409, European Association of Agricultural Economists.
    12. Mtimet, Nadhem & Baker, Derek & Pica-Ciamarra, Ugo & Jagwe, John, 2013. "Consumer Preferences for Animal Source Foods in Uganda: Quality, Retail Forms and Retail Outlets," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 4(2).
    13. Moustier, Paule & Tam, Phan Thi Giac & Anh, Dao The & Binh, Vu Trong & Loc, Nguyen Thi Tan, 2010. "The role of farmer organizations in supplying supermarkets with quality food in Vietnam," Food Policy, Elsevier, vol. 35(1), pages 69-78, February.
    14. Meyer-Höfer, Marie von & Spiller, Achim, 2015. ""Sustainability" a semi-globalisable concept for international food marketing: Consumer expectations regarding sustainable food," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202747, European Association of Agricultural Economists.
    15. Huong, Pham Thi Mai & Hau, Nguyen Van & Kaufmann, Brigitte & Valle-Zarate, Anne & Mergenthaler, Marcus, 2009. "Emerging supply chains of indigenous pork and their impacts on small-scale farmers in upland areas of Vietnam," 2009 Conference, August 16-22, 2009, Beijing, China 51628, International Association of Agricultural Economists.
    16. Sidali, Katia Laura & Spiller, Achim & von Meyer-Hofer, Marie, 2016. "Consumer Expectations Regarding Sustainable Food: Insights from Developed and Emerging Markets," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 19(3).

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