The influence of climate change knowledge on consumer valuation of sustainably produced rice in Vietnam

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dc.creatorConnor, Melanie
dc.creatorDemont, Matty
dc.creatorSander, Björn Ole
dc.creatorNelson, Katherine
dc.creatorOng Quoc Cuong
dc.date2022-05
dc.date2022-11-17T07:52:36Z
dc.date2022-11-17T07:52:36Z
dc.date.accessioned2026-06-27T04:11:37Z
dc.descriptionRice production in Vietnam is characterized by environmental degradation, high greenhouse gas emissions, and low wage rates. The Sustainable Rice Platform (SRP) standard is the first globally recognized certified sustainable production standard for rice. There are efforts to increase sustainability in rice production, but little is known about consumer perception of sustainability labels. This study investigates the relationship between climate change knowledge and consumer willingness to pay for SRP-certified rice in Vietnamese supermarkets. The results show that consumers are willing to pay on average a 29% price premium for SRP-labelled rice. Increased knowledge about climate change and higher income positively influence the amount consumers are willing to pay. The results have policy and market implications for scaling production and consumption of rice complying with certified sustainable production standards in Vietnam.
dc.formatapplication/pdf
dc.identifierhttps://hdl.handle.net/10568/125501
dc.identifier.urihttp://hdl.handle.net/123456789/24624
dc.languageen
dc.publisherElsevier
dc.rightsOpen Access
dc.sourceConnor, M., Cuong, O.Q., Demont, M., Sander, B.O. and Nelson, K. (2022). The influence of climate change knowledge on consumer valuation of sustainably produced rice in Vietnam. Sustainable Pro-duction and Consumption 31:1-12.
dc.subjectclimate change
dc.subjectconsumers
dc.subjectrice
dc.subjectsustainability
dc.titleThe influence of climate change knowledge on consumer valuation of sustainably produced rice in Vietnam
dc.typeJournal Article

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Instituto Internacional de Investigación del Arroz (IRRI)