CUSTOMERS' AWARENESS AND WILLINGNESS TO PAY REGARDING ORGANIC FRUITS AND VEGETABLES
Keywords:
Organic farming, organic fruits and vegetables, health benefits, market potential, consumer attitude and perception, willing to pay.Abstract
An increase in consumption of organic products has led to positive consumer
attitudes towards organically produced food. Competitive prices and increased availability are
demanded for this type of food. This study assesses consumers’ awareness and marketing
prospects with regard to organic fruits and vegetables as well as determining the marketing
prospects of these organic foods in Vietnam. The result of the study showed that customers had
a positive insight regarding organic fruits and vegetables with respect to their advantages,
standard, cost and environmental risks in comparison with traditionally cultivated fruits and
vegetables. Hygiene, the absence of insect harm and colour were the features that customers
were most concerned about when buying organic fruits and vegetables, whereas size and
hardness were the least considered features.