Willingness to Pay for Certified Safer Pork and Implications for Sustainable Consumption: A Case Study of the Vietnamese Mekong Delta

Willingness to Pay for Certified Safer Pork and Implications for Sustainable Consumption: A Case Study of the Vietnamese Mekong Delta

Huynh Viet Khai (Can Tho University, Vietnam), Tran Thi Thu Duyen (Can Tho University, Vietnam) and Huynh Thi Dan Xuan (Can Tho University, Vietnam)
DOI: 10.4018/978-1-7998-0125-2.ch007

Abstract

This chapter applied the approach of contingent valuation method to analyze consumers' willingness to pay for proposed safe pork. The data was collected by face-to-face interview with 884 urban households in the Vietnamese Mekong Delta. The results revealed that the majority of consumers (about 64%) paid attention to the proposed safe pork. Their willingness to pay was about VND 176,000 ($ 7.65) per kg, nearly double compared to the market price of conventional pork. Consumers who had higher household income, the elderly and children in family, paid higher price of a conventional pork, and more knowledge on the safe pork tended to buy, while those who have more family members are less likely to pay for the proposed safe pork.
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Literature Review

The contingent valuation method (CVM) as an approach to estimate consumers’ demand for safe products is widely used in the world. A study by Miller & Unnevehr (2001) on consumers’ demand and their WTP for safe pork showed that most consumers in US were interested in the issue of safe pork and their trust on safe pork products certified by the US Department of Agriculture more than the products certified by other organizations. Therefore, up to 81.4% of consumers accepted to pay more for pork products with this safe certification. Another study in Georgia done by Wong (2009) showed that 53% of consumers agreed to pay higher for the environmentally friendly beef. He found that respondents with higher education, previous history of purchasing branded goods and how more concerned they were about the environment were more likely to buy beef commodities produced with environmentally sound techniques.

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