Consumer behaviour towards organic vegetables and their certification in Vietnam
N.K. Veerapa, S. Wojtaszek, D.K. Veerapa, T.M. Chien
Acta Horticulturae 1006: 391-396.
2013
บทคัดย่อ
As consumers become more concerned about the environment and their health, food quality, food safety and their interest in organic food becomes more apparent. Several researchers have examined the behaviour of consumers of organic produce in western economies but little is known about the consumer of organic vegetables in the transitional economies. This paper uses a blend of interviews with key players in the supply chain for organic vegetables in Hanoi, Vietnam, as well as the results of a small scale survey of consumers to develop a better understanding of the organic vegetable buyer. The typical organic vegetable buyer emerges as being female, between 25 and 40 years old, well educated and earning an above average income. She is married with children, or pregnant, but is not very knowledgeable about certification. The organic vegetable buyer associates organic vegetables with better health, quality and safety. This paper recommends more control at the point of sale and better consumer education about the benefits of organic vegetables.