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 improvem...
| Autores principales: | , , , , , , , , , , |
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| Formato: | Journal Article |
| Lenguaje: | Inglés |
| Publicado: |
Frontiers Media
2023
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| Acceso en línea: | https://hdl.handle.net/10568/129044 |
| _version_ | 1855542652493103104 |
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| author | Hai Hoang Tuan Ngo Sinh Dang-Xuan Målqvist, M. Phuc Pham-Duc Phi Nguyen-Hong Hang Le-Thi Hung Nguyen-Viet Trang T.H. Le Grace, Delia Lindahl, Johanna F. Unger, Fred |
| author_browse | Grace, Delia Hai Hoang Tuan Ngo Hang Le-Thi Hung Nguyen-Viet Lindahl, Johanna F. Målqvist, M. Phi Nguyen-Hong Phuc Pham-Duc Sinh Dang-Xuan Trang T.H. Le Unger, Fred |
| author_facet | Hai Hoang Tuan Ngo Sinh Dang-Xuan Målqvist, M. Phuc Pham-Duc Phi Nguyen-Hong Hang Le-Thi Hung Nguyen-Viet Trang T.H. Le Grace, Delia Lindahl, Johanna F. Unger, Fred |
| author_sort | Hai Hoang Tuan Ngo |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | 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. |
| format | Journal Article |
| id | CGSpace129044 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Frontiers Media |
| publisherStr | Frontiers Media |
| record_format | dspace |
| spelling | CGSpace1290442025-12-08T10:29:22Z Impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork: An experimental study in Vietnam Hai Hoang Tuan Ngo Sinh Dang-Xuan Målqvist, M. Phuc Pham-Duc Phi Nguyen-Hong Hang Le-Thi Hung Nguyen-Viet Trang T.H. Le Grace, Delia Lindahl, Johanna F. Unger, Fred 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. 2023-02-23 2023-02-26T12:49:36Z 2023-02-26T12:49:36Z Journal Article https://hdl.handle.net/10568/129044 en Open Access Frontiers Media Hai Hoang Tuan Ngo, Sinh Dang-Xuan, Målqvist, M., Phuc Pham-Duc, Phi Nguyen-Hong, Hang Le-Thi, Hung Nguyen-Viet, Trang T.H. Le, Grace, D., Lindahl, J.F. and Unger, F. 2023. Impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork: An experimental study in Vietnam. Frontiers in Sustainable Food Systems 7: 1055877. |
| spellingShingle | Hai Hoang Tuan Ngo Sinh Dang-Xuan Målqvist, M. Phuc Pham-Duc Phi Nguyen-Hong Hang Le-Thi Hung Nguyen-Viet Trang T.H. Le Grace, Delia Lindahl, Johanna F. Unger, Fred Impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork: An experimental study in Vietnam |
| title | Impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork: An experimental study in Vietnam |
| title_full | Impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork: An experimental study in Vietnam |
| title_fullStr | Impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork: An experimental study in Vietnam |
| title_full_unstemmed | Impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork: An experimental study in Vietnam |
| title_short | Impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork: An experimental study in Vietnam |
| title_sort | impact of perception and assessment of consumers on willingness to pay for upgraded fresh pork an experimental study in vietnam |
| url | https://hdl.handle.net/10568/129044 |
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