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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, Shamim

Abstract

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; Vietnam

Published in

Appetite
2022, 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