Willingness to Pay for Certified Safer Pork and Implications for Sustainable Consumption

This chapter applied the approach of contingent valuation method to analyze consumers' willingness to pay for proposed safe pork. The data was collected by face-to-face interview with 884 urban households in the Vietnamese Mekong Delta. The results revealed that the majority of consumers (about 64%) paid attention to the proposed safe pork. Their willingness to pay was about VND 176,000 ($ 7.65) per kg, nearly double compared to the market price of conventional pork. Consumers who had higher household income, the elderly and children in family, paid higher price of a conventional pork, and more knowledge on the safe pork tended to buy, while those who have more family members are less likely to pay for the proposed safe pork.