What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam
Little is known about the value of sustainably-produced rice and incentive mechanisms for the adoption of sustainable production standards throughout rice value chains in Southeast Asia. This study tests the feasibility of a market-based incentive mechanism by eliciting consumers’ willingness-to-pay...
| Autores principales: | , , , , , , |
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| Formato: | Journal Article |
| Lenguaje: | Inglés |
| Publicado: |
Elsevier
2018
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| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/164827 |
| _version_ | 1855526109715628032 |
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| author | My, Nguyen H.D. Demont, Matty Van Loo, Ellen J. de Guia, Annalyn Rutsaert, Pieter Tuan, Tran Huu Verbeke, Wim |
| author_browse | Demont, Matty My, Nguyen H.D. Rutsaert, Pieter Tuan, Tran Huu Van Loo, Ellen J. Verbeke, Wim de Guia, Annalyn |
| author_facet | My, Nguyen H.D. Demont, Matty Van Loo, Ellen J. de Guia, Annalyn Rutsaert, Pieter Tuan, Tran Huu Verbeke, Wim |
| author_sort | My, Nguyen H.D. |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Little is known about the value of sustainably-produced rice and incentive mechanisms for the adoption of sustainable production standards throughout rice value chains in Southeast Asia. This study tests the feasibility of a market-based incentive mechanism by eliciting consumers’ willingness-to-pay (WTP) for rice produced and labeled under a national sustainable production standard in the South of Vietnam through experimental auctions. Domestic consumers are willing to pay a 9% price premium for certified sustainably-produced rice. This premium gradually increases up to 33% when incremental levels of information on certification and traceability are provided. Consumers willing to pay premiums for sustainably-produced rice are more health-conscious, have better knowledge of and greater trust in food quality certification for rice, and tend to be more environmentally conscious and to read food labels before purchasing. Findings suggest that sustainable production labels for rice should be accompanied by supplementary information on certification and traceability to increase consumers’ awareness and appreciation of sustainably-produced rice. Promoting certified sustainably-produced rice hence crucially hinges on strengthening consumers’ knowledge of and trust in food quality certification. Communication strategies are recommended to focus on the environmental and health benefits of sustainably-produced rice. |
| format | Journal Article |
| id | CGSpace164827 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| publisher | Elsevier |
| publisherStr | Elsevier |
| record_format | dspace |
| spelling | CGSpace1648272025-02-19T14:25:29Z What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam My, Nguyen H.D. Demont, Matty Van Loo, Ellen J. de Guia, Annalyn Rutsaert, Pieter Tuan, Tran Huu Verbeke, Wim consumer behaviour food quality food supply production sustainability value chain analysis vietnam Little is known about the value of sustainably-produced rice and incentive mechanisms for the adoption of sustainable production standards throughout rice value chains in Southeast Asia. This study tests the feasibility of a market-based incentive mechanism by eliciting consumers’ willingness-to-pay (WTP) for rice produced and labeled under a national sustainable production standard in the South of Vietnam through experimental auctions. Domestic consumers are willing to pay a 9% price premium for certified sustainably-produced rice. This premium gradually increases up to 33% when incremental levels of information on certification and traceability are provided. Consumers willing to pay premiums for sustainably-produced rice are more health-conscious, have better knowledge of and greater trust in food quality certification for rice, and tend to be more environmentally conscious and to read food labels before purchasing. Findings suggest that sustainable production labels for rice should be accompanied by supplementary information on certification and traceability to increase consumers’ awareness and appreciation of sustainably-produced rice. Promoting certified sustainably-produced rice hence crucially hinges on strengthening consumers’ knowledge of and trust in food quality certification. Communication strategies are recommended to focus on the environmental and health benefits of sustainably-produced rice. 2018-08 2024-12-19T12:54:20Z 2024-12-19T12:54:20Z Journal Article https://hdl.handle.net/10568/164827 en Open Access Elsevier My, Nguyen H.D.; Demont, Matty; Van Loo, Ellen J.; de Guia, Annalyn; Rutsaert, Pieter; Tuan, Tran Huu and Verbeke, Wim. 2018. What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam. Food Policy, Volume 79 p. 283-296 |
| spellingShingle | consumer behaviour food quality food supply production sustainability value chain analysis vietnam My, Nguyen H.D. Demont, Matty Van Loo, Ellen J. de Guia, Annalyn Rutsaert, Pieter Tuan, Tran Huu Verbeke, Wim What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam |
| title | What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam |
| title_full | What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam |
| title_fullStr | What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam |
| title_full_unstemmed | What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam |
| title_short | What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam |
| title_sort | what is the value of sustainably produced rice consumer evidence from experimental auctions in vietnam |
| topic | consumer behaviour food quality food supply production sustainability value chain analysis vietnam |
| url | https://hdl.handle.net/10568/164827 |
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