Abstract
This study employed the theory of planned behavior (TPB) and contingent valuation method (CVM) to investigate factors affecting consumers’ preferences as well as their willingness to pay for online vegetables with traceability and convenience. The research results show that factors such as time saving, tracebility, goodwill of the seller, environmentally friendly packaging, and on-time delivery affect the decision to buy online vegetables. In addition, the studied consumers are willing to pay a premium of 6,173 VND/ kilogam, which is about 61% higher as compared to the selling price of the same vegetables in the traditional channels. Based on CVM, there are 4 factors that affect the consumers’ preferences: price, age, saving time and tracebility.
Key words: Online vegetables; contingent valuation method; theory of planned behavior.
JEL classification: D11, D12, Q41
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
