Vietnamese consumers’ preferences for traceable food and safety attributes: The case of water spinach
Vietnamese consumers’ preferences for traceable food and safety attributes: The case of water spinach
The government struggles to fight escalating food safety issues in Vietnam. However, government measures yielded little evidence of improvement to domestic food safety. For that reason, consumers lower their trust in the government. The current market context, and low trust towards the government left consumers to count on their own judgement for the sake of their own food safety. This study applied choice experiment method based on Lancastrian consumer theory and random utility theory to elicit