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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

Suggested Citation

  • 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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    1. Nguyen Huu Dung & Tran Chi Thien, 1999. "Impact of Agro-Chemical Use on Productivity and Health in Vietnam," EEPSEA Research Report rr1999011, Economy and Environment Program for Southeast Asia (EEPSEA), revised Jan 1999.
    2. repec:bla:devpol:v:24:y:2006:i:1:p:31-49 is not listed on IDEAS
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