Vietnamese consumers’ preferences for traceable food and safety attributes: The case of water spinach

Abstract

Available online JEL classification: D12, D71 Keywords Consumer preferences; Food safety; Traceability; Water spinach. The government struggles to fight escalating food safety issues in Vietnam. However, government measures yielded little evidence of improvement to domestic food safety. For that reason, consumers lower their trust in the government. The current market context, and low trust towards the government left consumers to count on their own judgement for the sake of their own food safety. This study applied choice experiment method based on Lancastrian consumer theory and random utility theory to elicit consumers' preferences on traceable safe foods and the perception regarding food safety. The impact of food safety related attributes was identified in the order of decreasing magnitude: Freshness, label, traceability, certification, and price. Results suggested that Vietnamese consumers adhered food quality to food appearance (i.e. freshness) and made judgement with such perception. This paper also highlighted a noticeable reverse impact of the level of food certification on consumer preferences toward safe choices, which contributed to the current food safety situation in Vietnam. The reason was expected to be trust issues in the government, the impact of food safety context, and consumers' false perception of food safety. To enhance trust, food traceability appears