Willingness to Pay for Certified Safer Pork and Implications for Sustainable Consumption
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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.
2018 ◽
Vol 9
(3)
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pp. 47-54
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2018 ◽
Vol 17
(1)
◽
pp. 103-110
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2021 ◽
Vol 7
(2)
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pp. 88
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