Volume 21 No 2 (2023)
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FACTORS INFLUENCING URBANCONSUMERS’ PREMIUM PAYMENT FOR SAFE VEGETABLESIN HAI PHONG CITY, VIETNAM
Bui Thi Hoang Lan, Dinh Duc Truong
Abstract
Vegetable consumers are concerned with health, safety, and quality of food they consume. However, not all vegetables are “safe” This article aims to offer more insights into consumers’ behavior by clustering Vietnamese consumers into market segments based on their attitudes and extent of premium payment for safe vegetable products. Using a theory-based approach to social practices, combined with questionnaires, we analyze in detail the practice of shoppers’ willingness to pay more for safe vegetable products in Hai Phong city, Vietnam. A total of 228 local consumers participated in the field survey. The study used Cronbach’s Alpha testing, exploratory factor analysis, and multiple regression for analysis. The results showed that on the importance scale, five factors affecting consumers’willingness to pay premium for safe vegetable products are: environmental concerns, consumers’ attitude toward the products, product quality, health concerns, and trust respectively. Results also point out significant linkages between social characteristics and premium payment.
Keywords
premium payment, safe vegetable, food safety, consumer behavior, Cronbach’s Alphatest, exploratoryfactor analysis (EFA), Hai Phong city, Vietnam.
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