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The food system transformation in Vietnam : challanges for the horticultural sector posed by exports and changing consumer preferences
(2008) Mergenthaler, Marcus; Qaim, Matin
On the background of the food system transformation in developing countries, this cumulative dissertation answers the following research question in three articles: What are the determinants and implications of the food system transformation in the horticultural sector in Vietnam? The first article is entitled ?Quality Assurance Programs and International Market Access: Empirical Evidence from the Vietnamese Horticultural Industry?. It is based on a sample of 50 registered fruit and vegetable processing firms from allover Vietnam. With these firm survey data it is analyzed how private quality assurance programs (QAPs) in Vietnam?s horticultural sector influence the access to international markets. Results of different logistic regression models show that QAPs are critical determinants of international market access. However, the effect is market specific and depends on the type of program implemented. While international QAPs ? like HACCP, GLOBALGAP, or ISO 9000 ? notably improve access to countries of the Organization for Economic Co-operation and Development (OECD), national QAPs seem to be sufficient for exports to non-OECD countries. Domestic market sales decrease the probability of being an OECD exporter and increase the probability of being a non-OECD exporter, suggesting a certain market segmentation between high-value exports on the one hand, and domestic sales and lower-value exports on the other. Although it is argued that the food system transformation is to a large extent demand driven, most of the studies available concentrate primarily on supply side aspects. For this reason, the second article entitled ?Changing Consumer Buying Habits in Developing Countries: A Disaggregate Demand Analysis for Fruits and Vegetables in Vietnam? analyzes changing purchasing and consumption habits for fresh fruits and vegetables. The analysis is based on data from a comprehensive survey of almost 500 households in Vietnam?s two major cities, Hanoi and Ho Chi Minh City. Demand parameters are estimated with an almost ideal demand system (AIDS), disaggregating by product and process attributes that characterize modern, high-value supply chains, i.e. (i) place of purchase, particularly considering modern retailers, (ii) food safety indications, with an emphasis on formal labels, and (iii) region of production, with a focus on imports. Estimation results demonstrate that consumers? purchase decisions to buy fresh fruits and vegetables from emerging modern supply chains are heavily driven by household income (expenditures). Income elasticities range between 1.2 and 2.6. Own-price elasticities were found to be between -1.5 and -1.1 and the elasticities regarding distance to the nearest supermarket are between -0.6 and -0.3. Against the background of Vietnam?s current rapid economic development ? with incomes growing fast and supermarkets reaching higher penetration rates ? high-value agricultural products from modern supply chains will rapidly gain market shares at the expense of products from more traditional sub-sectors. In order to adapt to the new requirements in the horticultural sector, appropriate responses in supply chains are required. Such responses presuppose a good understanding of consumer preferences and valuation of new product attributes. Therefore the third article entitled ?Consumer Valuation of Food Safety and Quality Attributes in Vietnam? analyzes consumers? willingness to pay for different vegetable attributes, using contingent valuation techniques. In a mediation framework, special consideration is given to consumer perceptions. Comprehensive data from the above mentioned household survey in Hanoi and Ho Chi Minh City serve as the basis. Consumers are willing to pay an average price premium of 60% for vegetables that are free of agrochemical residues, and of 20% for a set of convenience attributes, like peeled and pre-cut vegetables. Rising income levels and media use have positive impacts on the willingness to pay. These impacts are partly mediated through different consumer perceptions. From a policy perspective, public media can and should be used to promote the spread of objective information, especially with respect to health issues. The results of the three articles have important implications for rural development strategies in poor countries, which are discussed in a concluding chapter.