Factors Impacting Willingness to Pay for Safe Food Products of Ho Chi Minh City Consumers

Abstract

Nowadays, food safety and quality standards are becoming more critical for Vietnamese consumers, especially in urban areas where living standards increase. Choosing products with a high level of safety often requires consumers to spend higher costs than conventional products. Therefore, not all customers are willing to pay high prices for products of high quality and high safety. Therefore, this study surveys Ho Chi Minh City consumers to determine the factors that determine the willingness of consumers to pay for organic products, namely Organic Milk products. The findings show that income, brand trust, and education level positively impact the willingness to pay for safe food products of Ho Chi Minh City consumers.