Understanding the Importance of Eco-Labeling for Organic Foods at UNESCO Biosphere Reserves: A Case Study of the Cocoa Powder at the Dong Nai, Vietnam

This study examined the willingness-to-pay (WTP) of consumers and determinants eco-labeling for organic cocoa powder produced in Dong Nai UNESCO Biosphere Reserve (DNBR), Southern Vietnam. Eco-labels are designed according to tiers biosphere reserves (BR) introduced by UNESCO; they include BR Destination (Tier 1), Quality 2), Professional Certification 3) labels. Questionnaires were delivered 203 customers DNBR nearby places, such as HCMC. employed a hybrid approach using descriptive statistics, an ANOVA test, Partial Least Squares Structural Equation Model (PLS-SEM). The results indicate that gender educational level have positive effect on consumers’ preferences. Customers willing pay more with eco-label than one label. Perceived food safety product knowledge lower customers’ WTP, whereas agricultural environment pricing concerns increase it. Tier 2 is suggested labeling DNBR. Management Board, together federal provincial governments, should all follow similar certification process. Increased awareness crucial future environmentally responsible shopping business practices.