Abstract

This study investigates the effectiveness of sustainability labels, environmental attitudes, food safety concerns, and knowledge on Vietnamese consumer preferences for sustainably farmed shrimp. Mixed logit and latent class models were applied to estimate utility functions based on 459 samples collected using a choice experiment. The results indicate that Vietnamese consumers prefer sustainably farmed shrimp to conventionally farmed shrimp. Also, both food safety concerns and consumer knowledge vigorously promote sustainably farmed shrimp choices. Notably, the latent class results show that 73.5% of the respondents consider their environmental concerns about shrimp production when making decisions about consumption. The results indicate that placing information related to eco-friendly and food safety attributes on sustainability labels provides Vietnamese consumers with additional choices in the form of sustainably farmed shrimp. Finally, the simulated MXL results in the WTP space are more significant than those in the preference space, indicating that it is necessary to estimate the MXL in the WTP space to avoid specifying the parameter distribution subjectively by analysts.

摘要

本研究调查了可持续标签的有效性、环境态度、食品安全问题以及越南消费者对可持续养殖虾的偏好的知识。应用混合 Logit 和潜在类别模型根据选择实验收集的 459 个样本来估计效用函数。结果表明，与传统养殖的虾相比，越南消费者更喜欢可持续养殖的虾。此外，食品安全问题和消费者知识都大力促进可持续养殖虾的选择。值得注意的是，潜在类别结果显示，73.5%的受访者在做出消费决定时考虑了对虾生产的环境担忧。结果表明，将与环保和食品安全属性相关的信息放在可持续标签上，为越南消费者提供了可持续养殖虾的额外选择。最后，WTP空间中的模拟MXL结果比偏好空间中的MXL结果更显着，这表明有必要估计WTP空间中的MXL以避免分析师主观指定参数分布。