Data on consumers' purchase behavior towards certified rice in Vietnam

Area of Science:

• Agricultural Economics
• Consumer Behavior Studies
• Food Safety Science

Background:

• Certified rice adoption is crucial for food safety in Vietnam.
• Understanding consumer drivers is key to promoting safe food consumption.

Purpose of the Study:

• To analyze purchase behavior of certified rice among urban Vietnamese consumers.
• To identify psychological and socio-economic determinants of certified rice purchases.

Main Methods:

• Survey of 199 urban Vietnamese consumers in August 2016.
• Data collection on rice purchase behavior and influencing factors.

Main Results:

• Identified key behavioral outcomes in certified rice purchasing.
• Highlighted psychological and socio-economic factors affecting consumer choices.

Conclusions:

• The findings enhance understanding of certified rice purchase drivers.
• Provides insights into consumer access to food safety for staple crops in Vietnam.
• Offers a reference for similar developing countries facing food safety challenges.