The Tasting of Korean Fresh Strawberry Matters Significantly for Vietnam Consumers

• 발행기관: 한국농식품정책학회
• 저자명: Thi Chinh Vo 지성태(Seongtae Ji) 김태윤(Taeyoon Kim)
• 간행물 정보: 『농업경영.정책연구』50권 3호, 359~383쪽, 전체 25쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2023.09.30

국문 초록

Vietnam has become a significant foreign market in Southeast Asia, especially for fresh agricultural products. This study examined Vietnamese consumers’ preferences and willingness to pay (WTP) for 330g packages of fresh Korean strawberries. Using data from 600 participants in Hanoi, key determinants in purchasing decisions were identified as shopping venues, price, and the GAP certification. Results showed a pronounced preference for fruit specialty stores and heightened food safety awareness. The treatment group’s WTP was notably higher (6.4 to 4.3 times) than the control group. Young consumers aged up to 40 with middle to high incomes displayed a higher demand. The findings suggest marketing strategies for Korean exporters targeting the Vietnamese market should emphasize food safety certifications and tasting trials.

목차

Ⅰ. Introduction

Ⅱ. Theory

Ⅲ. Survey Data and Procedure

Ⅳ. Empirical Results

Ⅴ. Conclusion

References

키워드

Korean Fresh Strawberries Choice Experiment Vietnamese Consumer Tasting Willingness to Pay