Consumer valuation of quality rice attributes in a developing economy: Evidence from a choice experiment in Vietnam
PurposeThe purpose of this paper is to investigate consumers’ willingness to pay for quality rice attributes in urban areas in the South of Vietnam, including organic and integrated pest management (IPM) as sustainable production methods, and claim about health benefits and fair farmer prices.Design...
| Main Authors: | , , , , |
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| Format: | Journal Article |
| Language: | Inglés |
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Emerald Publishing Limited
2018
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10568/164866 |
| _version_ | 1855535309247217664 |
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| author | My, Nguyen H.D. Van Loo, Ellen J. Rutsaert, Pieter Tuan, Tran Huu Verbeke, Wim |
| author_browse | My, Nguyen H.D. Rutsaert, Pieter Tuan, Tran Huu Van Loo, Ellen J. Verbeke, Wim |
| author_facet | My, Nguyen H.D. Van Loo, Ellen J. Rutsaert, Pieter Tuan, Tran Huu Verbeke, Wim |
| author_sort | My, Nguyen H.D. |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | PurposeThe purpose of this paper is to investigate consumers’ willingness to pay for quality rice attributes in urban areas in the South of Vietnam, including organic and integrated pest management (IPM) as sustainable production methods, and claim about health benefits and fair farmer prices.Design/methodology/approachCross-sectional data were collected in 2015 using a survey including a choice experiment (CE) (n=500). Generalized mixed logit models were estimated.FindingsVietnamese consumers are willing to pay a premium of 82 percent for organic rice, and 45 percent for rice produced using IPM, compared to conventionally produced rice. They are also willing to pay a premium of 95 percent for rice claiming to be rich in vitamins and other nutrients, and 50 percent for rice that guarantees a fair price to rice farmers.Research limitations/implicationsA hypothetical CE was employed. Future research using revealed preference methods is suggested.Originality/valueThis study makes a significant contribution to the limited existing literature on consumers’ valuation of quality rice attributes in the context of developing countries such as Vietnam. The study shows that rice, that is, sustainably produced using organic or IPM methods provides a promising avenue for rice producers. This study highlights that there is an added value for rice with credence attributes in relation to sustainable production methods, health benefits, and fair farmer prices in a developing country. |
| format | Journal Article |
| id | CGSpace164866 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| publisher | Emerald Publishing Limited |
| publisherStr | Emerald Publishing Limited |
| record_format | dspace |
| spelling | CGSpace1648662025-12-08T10:29:22Z Consumer valuation of quality rice attributes in a developing economy: Evidence from a choice experiment in Vietnam My, Nguyen H.D. Van Loo, Ellen J. Rutsaert, Pieter Tuan, Tran Huu Verbeke, Wim consumer behaviour food supply grain quality human nutrition integrated pest management methods sustainability vietnam PurposeThe purpose of this paper is to investigate consumers’ willingness to pay for quality rice attributes in urban areas in the South of Vietnam, including organic and integrated pest management (IPM) as sustainable production methods, and claim about health benefits and fair farmer prices.Design/methodology/approachCross-sectional data were collected in 2015 using a survey including a choice experiment (CE) (n=500). Generalized mixed logit models were estimated.FindingsVietnamese consumers are willing to pay a premium of 82 percent for organic rice, and 45 percent for rice produced using IPM, compared to conventionally produced rice. They are also willing to pay a premium of 95 percent for rice claiming to be rich in vitamins and other nutrients, and 50 percent for rice that guarantees a fair price to rice farmers.Research limitations/implicationsA hypothetical CE was employed. Future research using revealed preference methods is suggested.Originality/valueThis study makes a significant contribution to the limited existing literature on consumers’ valuation of quality rice attributes in the context of developing countries such as Vietnam. The study shows that rice, that is, sustainably produced using organic or IPM methods provides a promising avenue for rice producers. This study highlights that there is an added value for rice with credence attributes in relation to sustainable production methods, health benefits, and fair farmer prices in a developing country. 2018-05-08 2024-12-19T12:54:23Z 2024-12-19T12:54:23Z Journal Article https://hdl.handle.net/10568/164866 en Emerald Publishing Limited My, Nguyen H.D.; Van Loo, Ellen J.; Rutsaert, Pieter; Tuan, Tran Huu and Verbeke, Wim. 2018. Consumer valuation of quality rice attributes in a developing economy: Evidence from a choice experiment in Vietnam. BFJ, Volume 120 no. 5 p. 1059-1072 |
| spellingShingle | consumer behaviour food supply grain quality human nutrition integrated pest management methods sustainability vietnam My, Nguyen H.D. Van Loo, Ellen J. Rutsaert, Pieter Tuan, Tran Huu Verbeke, Wim Consumer valuation of quality rice attributes in a developing economy: Evidence from a choice experiment in Vietnam |
| title | Consumer valuation of quality rice attributes in a developing economy: Evidence from a choice experiment in Vietnam |
| title_full | Consumer valuation of quality rice attributes in a developing economy: Evidence from a choice experiment in Vietnam |
| title_fullStr | Consumer valuation of quality rice attributes in a developing economy: Evidence from a choice experiment in Vietnam |
| title_full_unstemmed | Consumer valuation of quality rice attributes in a developing economy: Evidence from a choice experiment in Vietnam |
| title_short | Consumer valuation of quality rice attributes in a developing economy: Evidence from a choice experiment in Vietnam |
| title_sort | consumer valuation of quality rice attributes in a developing economy evidence from a choice experiment in vietnam |
| topic | consumer behaviour food supply grain quality human nutrition integrated pest management methods sustainability vietnam |
| url | https://hdl.handle.net/10568/164866 |
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