Abstract
The objective of this study is to determine the influence of consumers characteristics and food safety perceptions on their willingness to buy and estimate the willingness to pay of urban households for organic beef in Long Xuyen City. The study used the contingent valuation method (CVM) to estimate willingness to pay (WTP). The results of a survey of 320 households in Long Xuyen City show that income, education level, food safety perceptions, and the presence of children and adults in the household positively influence willingness to pay for organic beef. Conversely, price and age negatively affect willingness to pay. Consumers are willing to pay an average of 650,000 VND/kg for organic beef (ranging from 600,000 VND/kg to 700,000 VND/kg). In a market economy, the price that consumers are willing to pay is useful information for producers to know the supply-and-demand situation. Research results will help businesses make optimal strategic decisions to develop their markets.
Keywords: Contingent valuation method, food safety perceptions, organic beef, socio-economic characteristics, willingness to pay.
JEL classification: E21, E31, L66.
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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
