Abstract
Collective brand development is seen as an effective way to advertise agricultural products, increase farm competitiveness, and increase farm incomes. In Vietnam, the issue of brand development for agricultural products has received a great deal of attention and support from the State, as shown in the 2005 Intellectual Property Law. This paper used the data of 90 coffee households in Muong Ang district to examine the extent to which households are willing to contribute to build a collective brand for coffee products in the district. The Contingent Valuation Method (CVM) was used to estimate the willingness to pay (WTP) and analyze determinants of WTP. The results showed that the average willingness to contribute to the collective brand of coffee is 210.56 thousand VND per household per year, with a WTP range 110.98 thousand VND to 412.36 thousand. Among factors influencing the willingness of the household to contribute, the household’s income from coffee and the age of the coffee plantation have a great influence on WTP. Based on research findings, some solutions are suggested to encourage coffee farmers to build and use the collective brand for Muong Ang coffee.
Key words: Collective brand, WTP, Muong Ang, coffee.
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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
