This study examined the willingness-to-pay (WTP) of consumers and the determinants of eco-labeling for the organic cocoa powder produced in the Dong Nai UNESCO Biosphere Reserve (DNBR), Southern Vietnam. Eco-labels are designed according to the tiers of eco-labeling for biosphere reserves (BR) introduced by UNESCO; they include BR Destination (Tier 1), BR Quality (Tier 2), and Professional Certification (Tier 3) labels. Questionnaires were delivered to 203 customers in the DNBR and nearby places, such as Dong Nai and HCMC. This study employed a hybrid approach using descriptive statistics, an ANOVA test, and a Partial Least Squares Structural Equation Model (PLS-SEM). The results indicate that gender and educational level have a positive effect on consumers’ preferences. Customers are willing to pay more for cocoa powder with an eco-label than one with an organic label. Perceived food safety and product knowledge lower customers’ WTP, whereas agricultural environment and pricing concerns increase it. Tier 2 is suggested for labeling cocoa powder in the DNBR. The DNBR Management Board, together with the federal and provincial governments, should all follow a similar certification process. Increased eco-label awareness is crucial for the future of environmentally responsible shopping and responsible business practices.
This study examines the Willingness-To-Pay (WTP) of consumers and the determinants of eco-labeling for the organic cocoa powder produced in the Dong Nai UNESCO Biosphere Reserve (DNBR), Southern Vietnam. Eco-labels are designed according to Tiers of eco-labeling for biosphere reserves (BR) introduced by UNESCO include BR Destination (Tier 1), BR Quality Label (Tier 2), and Professional Certification Label (Tier 3). Questionnaires are delivered to 203 customers in the DNBR and nearby places, such as Dong Nai and HCMC. This study employs a hybrid approach using descriptive statistics, ANOVA test, and Partial Least Squares Structural Equation Model (PLS-SEM). The results indicate that gender and educational level have a positive effect on consumers' preferences. Customers are willing to pay more for cocoa powder with an eco-label than one with an organic label. Perceived food safety and product knowledge lower customers’ WTP, whereas agricultural environment and pricing concerns increase it. Tier 2 is suggested for labeling cocoa powder in the DNBR. The DNBR Management Board, together with the federal and provincial governments, should all follow a similar certification process. Increased eco-label awareness is crucial for the future of environmentally responsible shopping and responsible business practices.
Non-timber forest products (NTFP) have contributed in various ways to the living, livelihoods, and trading of households and communities who live in rural and urban areas all over the world. This paper analyses the value chain of Jiaogulan (Gynostemma pentaphyllum) in the Cao Bang Geopark, Vietnam. 106 actors were surveyed using a semi-structured questionnaire: experts (agricultural extension officers, farmers' associations), harvesters, traders, primary processors, processors, distributors, and consumers. The results show that a map of Jiaogulan value chain, value added of households in main market channels, and impact of value added and distribution of Jiaogulan products on household income.
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