Factors affecting consumers' willingness to pay for functional foods in Vietnam

研究成果: Contribution to journalArticle

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Ordered probit model is used to analyze 11 independent factors, socio-demographic characteristics, family health condition, experience of functional food consumption and mass media impact those are presumed to affect the willingness to pay for functional food by Vietnamese consumers. Contingent valuation using the payment card method was used to elicit the premium that respondents are willing to pay for 2 popular functional food items which is selected from the pilot survey, Diabetes milk-functional food for diabetes patients and bone health milk-for general consumer. The outcome of this study is expected to provide initial but important information of factors leading to the willingness to pay for functional foods. It helps functional developers, marketers and Vietnamese authorities to develop a good health programs, marketing programs specifically for Vietnamese people.

元の言語英語
ページ(範囲)425-429
ページ数5
ジャーナルJournal of the Faculty of Agriculture, Kyushu University
56
発行部数2
出版物ステータス出版済み - 9 1 2011

All Science Journal Classification (ASJC) codes

  • Biotechnology
  • Agronomy and Crop Science

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