DO CONSUMERS WANT TO KNOW THE INFORMATION ON SAFETY AND TRACEABILITY OF PORK PRODUCTS? EVIDENCES FROM CONSUMERS IN THE SOUTH OF VIETNAM
Food safety incidents in the last few years led to more consideration of the traceability issues to support domestic consumers to be able for tracing the product origins and quality information in Vietnam. Despite the development of a pilot traceability program in Ho Chi Minh City Vietnam, traceability was still the new definition. Applied the auction experiments methods, the purposes of this study are to assess the consumer’s willingness to pay (WTP) for pork products, estimate the factors that affect the WTP, and identify the demand for specific information in traceability systems with the evidence of Can Tho city. The results indicated that consumers are willing to pay more than 5 per cent for the premium for traceable pork products. The frequency of pork consumption, gender, age, education, and income are the affected factors on the consumer’s WTP for traceable pork. The suggestion of main information for traceability systems development from consumers included product quality and impurity information, place of origin, expiration date, and quality certificate.
Auction experiment, Food safety, Pork, Traceability, Willingness to pay,