Consumers’ willingness to pay for pork safety in the Southeast region of Vietnam

Abstract Food safety is a topic that receives consumers’ attention because it affects directly to their health. Increased demand for safe food leads willingness pay high price. This study investigates the awareness and of consumers pork with four attributes including certification label, traceability, brand, A choice experiment was carried out among 395 from Ho Chi Minh City, Binh Duong, Dong Nai provinces in Southeast region Vietnam. random parameter logit model estimated reveal pork. Results survey revealed unsafe main concern common meat daily meals. The findings indicated are willing an extra 32.6% 31.1% 24.9% brand label. implies improving traceability system, promotion brands publicity on will significantly increase trust