Characterizing Beef Consumption Behaviors of Households in Dien Bien Province, Vietnam

The basket of meat consumption has changed during the last decade in Vietnam, including increased beef. This paper analyzes beef behaviors households Dien Bien province, located Northwest Vietnam. Data were collected from a survey 108 consumers and three focus group discussions. It was evident that preferences varied between different ethnic groups. important criteria used selecting color, freshness, tenderness. Consumers mentioned, but had little concern, for packaging, nutritional information, or quality certification, while they showed almost no concern animal welfare purchasing As consumers’ choice very much influenced by appearance, improving conditions butcher counters is suggested as an immediate measure. There exists opportunity to introduce ‘cold’ widely longer-term