Socio-behavioural factors influencing meat intake and meat reduction intention in Vietnam and Switzerland.

Meat consumption is declining in developed countries but increasing in emerging countries. This study, for the first time, compares the socio-behavioural factors influencing individuals' meat consumption level and meat reduction intention between Vietnam, an emerging economy and Switzerland, a developed country. Online consumer surveys were conducted in late 2022, yielding 552 usable replies from Switzerland and 592 from Vietnam for this study. Drawing upon an extended Protection Motivation Theory and using structural equation modelling, we found similarities as well as differences in the determinants of meat consumption behaviour. Perceived health risks of meat overconsumption, self-efficacy of meat reduction, attitude toward ethical and environmental issues, and pressure from family members' reluctance to change diet drove the intention to reduce meat in both countries. Meat attachment emerges as the most important determinant of meat consumption level in not only Switzerland but also Vietnam and thus presents the largest barrier to meat reduction. The association between response cost of eating less meat and intention to reduce meat was negative in Switzerland but positive in Vietnam. Self-efficacy of meat consumption reduction influenced meat consumption level solely in Switzerland. Ethical and environmental attitudes significantly facilitated meat reduction intention of Swiss respondents only, reflecting cultural differences. Policy implications were discussed.

Understanding and tackling meat reduction in different cultural contexts: a segmentation study of Swiss and Vietnamese consumers.

Objective: This study aims to disclose and compare meat consumer segments in Switzerland and Vietnam, which differ in terms of their socioeconomic and cultural settings (the former is a developed country, and the latter is an emerging one) to develop a set of segment-specific recommendations that might be applied to consumption in comparable contexts, that is, in other developed countries and other emerging economies. Methods: Data were collected through two online surveys: one for Swiss residents from randomly selected households and one for Vietnamese urban residents recruited via snowball sampling. The final sample size was N = 643 for Switzerland and N = 616 for Vietnam. Hierarchical cluster analyses followed by K-means cluster analyses revealed five distinct clusters in both countries. Results: Three clusters were common to both countries: meat lovers (21% in Switzerland and 19% in Vietnam), proactive consumers (22% in Switzerland and 14% in Vietnam) and suggestible consumers (19% in Switzerland and 25% in Vietnam). Two were specific to each country, namely traditional (19%) and basic (21%) consumers in Switzerland and confident (16%) and anxious (26%) consumers in Vietnam. Conclusion: Relying on voluntary actions, nudging techniques, private initiatives and consumers' sense of responsibility will certainly be useful but will nevertheless be insufficient to achieve a planetary health diet within the given timeframe (the 2030 Agenda for Sustainable Development). Governments will have no choice but to activate all levers within their sphere of influence - including regulatory measures - and oblige private sector actors to commit to the measures imposed on them. A binding international agenda with common objectives and measures is a judicious approach. Unlike most previous studies, which focused on meat consumption intensity and frequency or diet type to segment consumers, our approach, based on psychographic profiles, allows the identification of segments that share common drivers and barriers and thus the development of better-targeted measures to reduce meat consumption.

A risk-benefit approach to the purchase and consumption of conventional vegetables in wet markets.

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.

Rural-urban differences in willingness to pay for organic vegetables: Evidence from Vietnam.

Concerns about food safety together with rising disposable income means consumers in developing countries are willing to pay more for safe and high-quality food such as organic vegetables. At the same time, socioeconomic profiles differ in rural versus urban areas leading to differing intakes. This paper investigates regional differences in the determinants of willingness to pay (WTP) for organic vegetables in Vietnam. A contingent valuation survey was used to collect information on consumer preferences of organic vegetables in two regions of Hanoi. Using interval regression model, we found that consumer perception about organic vegetables, trust in labels, and disposable family income increased WTP for organic vegetables in both urban and rural regions. Risk perception of conventional vegetables was high in both regions. However, higher WTP prevailed only in the rural region. Besides, growing vegetables at home affected the WTP only in the rural region while education played a role in the WTP in the urban region. Since rural and urban consumers have different preferences toward organic food, they should not be treated as a homogenous group in formulating organic food policy. This paper also shows that very high price of organic vegetables and lack of trust in organic labels are key barriers to organic purchase. Thus, creating more trust and reducing the price of organic vegetables through lowering certification cost might be a good strategy to expand the organic vegetable market in Vietnam.