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1 – 10 of over 3000
Article
Publication date: 2 March 2015

Iddrisu Yahaya, Fred A. Yamoah and Faizal Adams

The purpose of this paper is to assess consumer motivation and willingness to pay (WTP) for “safervegetables from the use of non-treatment options of wastewater use in…

Abstract

Purpose

The purpose of this paper is to assess consumer motivation and willingness to pay (WTP) for “safervegetables from the use of non-treatment options of wastewater use in urban/peri-urban vegetable production.

Design/methodology/approach

As a theoretical basis, consumer theory of maximizing utility being an indicator of individual preference was examined through choice experiment (CE) method to measure the WTP for value of safety within the context of health reduced risk (pathogen reduction) of illness. WTP was tested empirically using survey data from 650 households in the two largest cities in Ghana (Accra and Kumasi) that are characterized by a number of well-established vegetable producers who use wastewater in their production and a large urban and peri-urban vegetable consumer market.

Findings

Experience of vegetable borne diseases drives the need for safer vegetables and income and gender are key demographic factors influencing WTP. It was further found that consumers are willing to pay an average amount of GH¢ 4.7 ($2.40) per month for a technology change that would result in the production of “safervegetables.

Research limitations/implications

Understanding WTP offers insight into consumer concerns, behaviour and their readiness to pay for safer vegetable options. However, a further consideration of the impact of the combinations of the various non-treatment options on pathogen reduction and the assessment of the financial viability of each option will collectively ensure an efficient and cost-effective implementation of the technologies.

Practical implications

WTP insight gained has implications for vegetable production, marketing and public health policy. The understanding from the findings forms a solid basis to canvass for certification system for urban/peri urban vegetables. The information provided also helps to formulate effective public education on the safety of vegetables.

Originality/value

Measuring WTP for safer vegetables by Ghanaian urban/peri-urban consumers is novel. The CE approach is robust and the findings can inform vegetable production and marketing decisions as well as public health policy formulation.

Details

British Food Journal, vol. 117 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 25 June 2019

Bismark Amfo, Isaac Gershon Kodwo Ansah and Samuel A. Donkoh

The purpose of this paper is to examine how consumers’ concern for food safety and income levels influence vegetable consumption patterns and expenditure in Tamale, Ghana.

Abstract

Purpose

The purpose of this paper is to examine how consumers’ concern for food safety and income levels influence vegetable consumption patterns and expenditure in Tamale, Ghana.

Design/methodology/approach

Using data from a survey of 300 urban consumers, quantile regression analyses are used to examine how food safety consciousness, income and other factors influence vegetable expenditure across different quantiles.

Findings

Whereas protein-rich foods take smaller proportion, vegetables and cereals take more than half of the household food budget. Poor households spend greater proportion of income on food relative to wealthier households, although absolute amounts spent on food takes the opposite direction. Engel’s law applies to composite food expenditure and individual food classes. Bennett’s law applies to various food groups, with high-income households showing high dietary diversity than middle- and low-income households. Food safety consciousness and income groupings significantly influence vegetable expenditure at various quantiles. Expenditure of food safety conscious and high-income consumers are positioned on higher quantiles.

Research limitations/implications

The findings suggest a potential for agribusiness investors to develop safer vegetable niche markets in the study area.

Originality/value

The study is the first to analyze vegetable consumption in Ghana with a focus on food safety consciousness, income levels and consumers’ location.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 9 no. 3
Type: Research Article
ISSN: 2044-0839

Keywords

Article
Publication date: 2 November 2021

Hai Minh Ngo, Ran Liu, Masahiro Moritaka and Susumu Fukuda

Research on the determinants of consumer behavior toward food with safety certifications in Vietnam remains little. The primary objective of this study is to identify the…

Abstract

Purpose

Research on the determinants of consumer behavior toward food with safety certifications in Vietnam remains little. The primary objective of this study is to identify the factors affecting Vietnamese consumer intention to purchase safely certified vegetables (safe vegetables) based on an extended theory of planned behavior (TPB).

Design/methodology/approach

Using a sample of 361 urban consumers in Hanoi city based on a stratified sampling technique, we applied structural equation modeling (SEM) to test the model.

Findings

The results revealed that the extended TPB succeeded to predict 62% of the variance of intention to purchase safe vegetables. Attitude played the most important role in consumer intention. Notably, the attitude of consumers was the most largely influenced by subjective norms (social effects). Also, subjective norms had a direct effect on intention. Furthermore, consumer trust motivated a favorable attitude to increase purchase intention. The effects of past behavior on intention were verified as direct and indirect through subjective norm and trust combined with attitude. Few socio-demographic variables (e.g. age and education) were found to affect intention indirectly through attitude and subjective norm.

Research limitations/implications

Further research on the relationship between intention and the actual purchase of safe food is needed.

Originality/value

This extends the application of the TPB to predict consumer intention to purchase safely certified food in a developing country like Vietnam by examining both direct and indirect effects of socio-demographic variables, trust and past behavior on intention.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2044-0839

Keywords

Book part
Publication date: 30 September 2010

Paule Moustier and Thi Tan Loc Nguyen

Direct farmer–consumer relationships have been mostly described in the Western world. They are reviewed as efficient forms of resistance to global distribution chains, in…

Abstract

Direct farmer–consumer relationships have been mostly described in the Western world. They are reviewed as efficient forms of resistance to global distribution chains, in particular as regards farmer incomes, consumer trust in product safety, and solidarity between farmers and consumers. Research was carried out in Vietnam to measure the importance of this type of sales in the vegetable sector and how farmers and consumers perceive it relative to other forms of supply. Consumer surveys and focus groups were conducted as well as inventories of vegetable retail point of sales and a case study of a farmer group based on in-depth interviews with group leaders. Consumers buying directly from farmers desire product freshness and the ability to receive specific information relative to product origin and safety. Farmers value direct retail sales because it enables higher incomes. Yet, only the wealthiest farmers have access to this type of sales as it requires renting their own outlet shops or market stalls. Direct farmer to consumer sales in Vietnam may be viewed as a first step toward an interpersonal food distribution system providing an alternative to faceless mass chain-market distribution.

Details

From Community to Consumption: New and Classical Themes in Rural Sociological Research
Type: Book
ISBN: 978-0-85724-281-5

Article
Publication date: 12 May 2022

Christian Genova, Wendy Umberger, Suzie Newman and Alexandra Peralta

This study aims to investigate the food choice motivations of rural households using a cross-sectional dataset of 510 households from northwest Vietnam interviewed in 2016.

Abstract

Purpose

This study aims to investigate the food choice motivations of rural households using a cross-sectional dataset of 510 households from northwest Vietnam interviewed in 2016.

Design/methodology/approach

A modified Food Choice Questionnaire (FCQ) is used to assess factors related to food choice and explore relationships between food choice factors, diet quality and various sociodemographic characteristics.

Findings

Results show four distinct food choice factors: “Natural and healthy,” “Familiarity,” “Balanced diet” and “Convenience.” Two distinct consumer clusters are identified: “Health-conscious” households and “Pragmatic” households. “Health-conscious” households rank “Balanced diet” and “Natural and healthy” highly, while “Pragmatic” households prioritize “Convenience” and “Familiarity.” “Health-conscious” households have significantly more diverse diets, are wealthier and have a greater geographic concentration in the high vegetable density per capita-high elevation areas (36%). Their main food preparers are more educated and about 13% have Kinh ethnicity.

Research limitations/implications

Further research is warranted to explore the temporal dimension of parental food choice motivations given the changing agrifood system in Vietnam.

Originality/value

This study is one of the few studies that assess the food choice motivations among ethnic minority groups in a rural setting.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2044-0839

Keywords

Open Access
Article
Publication date: 20 October 2020

Thanh Mai Ha, Shamim Shakur and Kim Hang Pham Do

This paper analyses Hanoi consumers' evaluation of food risk and response to the perceived risk.

1105

Abstract

Purpose

This paper analyses Hanoi consumers' evaluation of food risk and response to the perceived risk.

Design/methodology/approach

The authors employed the mixed method approach that integrates segmentation analysis on the survey data and information from group discussions.

Findings

Based on consumers' risk rating of six food groups and level of food safety worry, the authors identified four distinct consumer segments: low, moderate, high and very-high-risk perception. The authors found the existence of widespread food safety concerns among Hanoi consumers. Living in an urban region was associated with a higher level of food risk perception. Moderate, high and very-high-risk perception segments exhibited a very low level of institutional trust and subjective control over hazards. Response to the perceived risk differed across segments. “Very high-risk perception” was associated with the most risk-averse behaviour, putting more effort into seeking food safety information and engaging more in supermarket purchase. Consumers with a low and moderate perceived food risk participate more in self-supply of food to reduce their food safety concern.

Practical implications

The paper provides empirical evidence on consumers' evaluation of food risk and their risk-reducing strategies to support the risk communication in Vietnam.

Social implications

Enhancing institutional trust and risk communication including hazard education can improve consumer confidence in food.

Originality/value

This is the first segmentation study on consumer food risk perception in Vietnam.

Details

Journal of Asian Business and Economic Studies, vol. 28 no. 2
Type: Research Article
ISSN: 2515-964X

Keywords

Article
Publication date: 3 June 2020

Hai Minh Ngo, Ran Liu, Masahiro Moritaka and Susumu Fukuda

While the essential role of brand trust toward consumer decision to purchase food products has been well addressed, there has been still little research on its influential…

Abstract

Purpose

While the essential role of brand trust toward consumer decision to purchase food products has been well addressed, there has been still little research on its influential factors. The primary purpose of this study was to explore factors affecting consumer trust in brands of safe vegetables.

Design/methodology/approach

Structural equation modeling technique was applied to test the hypothetical relationships based on a sample of 361 consumers from a face-to-face interview in the urban areas of Hanoi city, Vietnam, in March and April 2018.

Findings

The authors' findings show that both brand credibility and brand reputation positively affected brand trust. The trustworthiness of a safe vegetable system had a more important role than the competence in building brand trust. While the effects of system trustworthiness on brand trust were found directly and indirectly (through brand credibility), system competence only had an indirect influence on brand trust via brand reputation. Notably, while risk recall directly reduced brand trust, risk information caused a directly positive effect on brand trust. In addition, the impact of food hazards on brand trust was indirect through brand credibility.

Practical implications

Based on our results, the Vietnamese government and stakeholders in the safe vegetable chain should improve brand trust based on fulfilling comprehensive traceability, expanding the brand reputation and providing an appropriate risk communication strategy to the public.

Originality/value

This study is one of the first attempts to model and evaluate factors affecting brand trust in the food sector directly and indirectly.

Details

British Food Journal, vol. 122 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 March 2015

Norshamliza Chamhuri and Peter J Batt

The purpose of this paper is to gain an understanding of the quality cues that consumers look for in purchasing fresh meat and fresh fruit and vegetables in Malaysia…

6046

Abstract

Purpose

The purpose of this paper is to gain an understanding of the quality cues that consumers look for in purchasing fresh meat and fresh fruit and vegetables in Malaysia. Through a perceived quality model, this paper identifies the implicit, intrinsic, extrinsic and credence quality cues consumers’ use in their decision to purchase fresh meat and fresh fruit and vegetables.

Design/methodology/approach

This study utilised the shopping mall intercept survey method. Data were collected from traditional markets and modern retail outlets in the Klang Valley region in Malaysia. A structured questionnaire was designed to measure consumer’s perceptions and experiences of food quality when purchasing fresh meat and fresh fruit and vegetables from retail outlets. In this study, univariate data analysis (descriptive analysis, one-way analysis of variance) and exploratory factor analysis were performed to analyse the data sets.

Findings

Freshness (intrinsic cue), was the most frequently cited variable when respondents thought about the quality of both product categories. Other variables included price and cleanliness (extrinsic cues) and Halal (credence cue), which was associated with the quality of fresh meat. Quality was associated with freshness, food safety, nutrition and value. Exploratory factor analysis identified food safety (implicit cue) as the most important construct in the respondents’ evaluation of quality for both fresh meat and fresh fruit and vegetables.

Originality/value

There is a paucity of research focusing on consumer’s perceptions and experiences of food quality in the purchase of fresh meat and fresh produce in Malaysia. The findings of this research may assist the Malaysian food industry by providing new insights into the consumers’ perceptions of food quality.

Details

British Food Journal, vol. 117 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 26 August 2021

Hai Minh Ngo, Ran Liu, Seifeddine Ben Taieb, Masahiro Moritaka and Susumu Fukuda

Expanding the market share of safe food through a modern retail system has faced a lot of difficulties in Vietnam. Thus, a further understanding of consumer behaviour and…

Abstract

Purpose

Expanding the market share of safe food through a modern retail system has faced a lot of difficulties in Vietnam. Thus, a further understanding of consumer behaviour and loyalty towards such food is essential for food retailers. This study aims at exploring segments of consumer loyalty and its influential factors towards safe food brands in the country.

Design/methodology/approach

Based on a sample of 250 consumers buying safe food in Hanoi city in February 2019, two-step cluster and multinomial logistic regression analyses were applied.

Findings

The results show that four segments of brand loyalty were formed from the interaction between attitudinal and behavioural loyalty as the framework of Dick and Basu (1994), namely, true loyalty, spurious loyalty, latent loyalty and disloyalty. Notably, over 60% of the consumers were in latent loyalty and spurious loyalty, indicating variety-seeking behaviour, multi-brand loyalty or low recognition of the brand. Consumer satisfaction was the most vital motivating consumers to higher loyalty levels. Additionally, brand trust and brand familiarity played significant roles in developing true brand loyalty. An attractive selling store and friendly staff were also important in enhancing brand loyalty.

Originality/value

This study is one of the first to elicit consumer loyalty and identify factors driving the loyalty towards brands of safe food in a developing country like Vietnam.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 28 October 2013

Ying Xiong, Zhong Chen Lv and Ya Ding

The purpose of this paper is to understand farmers’ moral hazard in safe farming in China and quantify the degree to which farmers’ moral hazard is prevented by incentive…

Abstract

Purpose

The purpose of this paper is to understand farmers’ moral hazard in safe farming in China and quantify the degree to which farmers’ moral hazard is prevented by incentive or constraint means or their combinations.

Design/methodology/approach

The logit model is used to analyze farmers’ moral hazard in safe farming and the effects of determinants by applying survey data of 560 vegetable and fruit farmers in China.

Findings

The result reveals that farmers’ moral hazard in safe farming is prevented by a combination of incentives and constraints. Among incentive factors, profits from safe agro-products are verified to affect farmers’ moral hazard negatively, whereas the effect of safe certification subsidy is not clear. In constraint factors, production environmental supervision (PESUPV) and agricultural input supervision (AISUPV) have significant effects in reducing farmers’ moral hazard, whereas the effects of production process supervision and market access supervision are not clear. Further, the incentives from higher profits of safe agro-products play a greater role in the prevention of farmers’ moral hazard than the constraints from PESUPV and AISUPV. The results indicate that farmers’ moral hazard in safe farming is more likely to be prevented by incentives compared with constraints.

Research limitations/implications

The study has some limitations that should be taken into account in future research. First, food safety incidents happen frequently in China, which caused widespread social concern. These affairs may spark a rethink for farmers about how to produce safe agro-products. From this prospective, farmers’ moral hazard in safe farming may be prevented by their social responsibility. However, the survey did not show it. This may be related to the beginning stage of safe farming in China. With the development of safe farming, the effect of social responsibility on the prevention of farmers’ moral hazard would constitute an interesting extension of the work. Second, the study focusses on farmers’ production of safe vegetables and fruits in three areas of China. Covering more activities and areas is likely to commit fruitful results.

Originality/value

Based on the theoretical analysis of farmers’ moral hazard in safe farming through using a principal-agent model, the paper proposes hypotheses of incentives and constraints affecting farmers’ moral hazard in safe farming and verifies them through logit model with the survey data from 15 counties (or cities) in Jiangsu, Jiangxi and Sichuan Provinces of China. The result provides some evidences that farmers’ moral hazard in safe farming is simultaneously affected by a combination of incentives and constraints and may be taken as proofs for China's policy-making and focusses implementation in preventing farmers’ moral hazard in safe farming.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 3 no. 2
Type: Research Article
ISSN: 2044-0839

Keywords

1 – 10 of over 3000