Demand for eco-labeled vegetable of consumers in Kien Giang

Abstract

The study identified the demand of Kien Giang Province households by estimating their willingness to pay for the attributes of the eco-labeling Chinese cabbage using the Choice Modeling (CM) approach. The results showed that consumers agreed to pay an extra 25,000 VND/kg of cabbage with clear traceability. In addition, they also agreed to pay about 14,000 VND/kg for cabbage with the green brand and about 13,000 VND/kg for the organic brand. Consumers in Kien Giang Province did not like products that were harvested 01 day before or 02 days before, so their willingness to pay also decreased by 5,500 VND/kg and 10,000 VND/kg, respectively.