Research article - Peer-reviewed, 2022
A risk-benefit approach to the purchase and consumption of conventional vegetables in wet markets
Thanh Mai Ha; Hansson, Helena; Abu Hatab, Assem; Darr, Dietrich; Shakur, ShamimAbstract
The purchase and consumption of conventional vegetables from wet markets in Vietnam are like two sides of a coin: perceived food safety risks and perceived benefits. Drawing on a sample of 463 Hanoi consumers, this study employed a risk-benefit approach to analyze the purchase intention and consumption frequency of conventional vegetables at traditional markets. A confirmatory factor analysis examined the links among risk perception, perceived utilitarian benefits, perceived hedonic benefits, and trust. Finally, generalized ordered and Poisson regressions were performed on these psychological constructs and their identified links. We found that perceived hedonic benefits, trust in wet market actors, and the presence of homegrown vegetables determined purchase intention and consumption frequency. The joint influence of perceived hedonic and utilitarian benefits on purchase intention implies that consumers considered both benefit dimensions when thinking of their future purchase of conventional vegetables. The significant interaction between perceived risk and perceived hedonic benefits on consumption frequency supports the risk-benefit approach. The effect of perceived hedonic benefits and income on purchase intention and consumption frequency are evidence of wet markets' social and cultural relevance.Keywords
Perceived risks; Perceived benefits; Conventional vegetables; Wet markets; Consumers; Food safety; VietnamPublished in
Appetite2022, volume: 176, article number: 106142
Authors' information
Ha, Thi Thanh Mai
Swedish University of Agricultural Sciences, Department of Economics
Ha, Thi Thanh Mai
Vietnam National University of Agriculture (VNUA)
Swedish University of Agricultural Sciences, Department of Economics
Swedish University of Agricultural Sciences, Department of Economics
Nordic Africa Institute
Darr, Dietrich
Rhine-Waal University of Applied Sciences
Shakur, Shamim
Massey University
Sustainable Development Goals
SDG2 Zero hunger
UKÄ Subject classification
Economics
Publication Identifiers
DOI: https://doi.org/10.1016/j.appet.2022.106142
URI (permanent link to this page)
https://res.slu.se/id/publ/118507