How do rice consumers trade off sustainability and health labels? Evidence from Vietnam

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dc.creatorOng Quoc Cuong
dc.creatorConnor, Melanie
dc.creatorDemont, Matty
dc.creatorSander, Björn Ole
dc.creatorNelson, Katherine
dc.date2022-12-05
dc.date2022-12-06T16:42:12Z
dc.date2022-12-06T16:42:12Z
dc.date.accessioned2026-06-27T04:15:29Z
dc.descriptionStrategies for increasing rice production in the Asian Mega-Deltas have led to environmental degradation, resource overexploitation, and high greenhouse gas emissions. Certified sustainable production labels can support governments in their efforts to render rice value chains more sustainable by simultaneously fostering planetary and human health. Little is known, however, about how consumers trade off sustainability and health attributes in staple crops such as rice. This study aims to fill this knowledge gap by investigating Vietnamese consumers' preferences and willingness to pay for rice characterized by multi-attribute sustainability and health certification labels. The results showed that consumers were willing to pay a price premium for all certification labels, with the highest marginal utility assigned to low glycemic index rice.
dc.identifierhttps://hdl.handle.net/10568/125810
dc.identifier.urihttp://hdl.handle.net/123456789/26809
dc.languageen
dc.publisherFrontiers Media
dc.rightsOpen Access
dc.sourceCuong, O.Q., Connor, M., Demont, M., Sander, B.O. and Nelson, K. 2022. How do rice con-sumers trade off sustainability and health labels? Evidence from Vietnam. Frontiers in Sus-tainable Food Systems 6:1010161.
dc.subjectclimate change
dc.subjectfood systems
dc.titleHow do rice consumers trade off sustainability and health labels? Evidence from Vietnam
dc.typeJournal Article

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Instituto Internacional de Investigación del Arroz (IRRI)