Journal Article

Consumer Preference and Attitude Regarding Online Food Products in Hanoi, Vietnam

Dinh Tran, Tho, Thi Le, Huong, Hoang Nguyen, Long, Thi Mai, Hue, Zhang, Melvyn, Thi Do, Hoa, Thi Minh Vu, Thuc, Kim Dang, Anh, Huu Nguyen, Tu, Latkin, Carl, Ho, Roger, Duc Nguyen, Hinh, Xuan Tran, Bach, Tat Nguyen, Cuong, Ngo, Chau

2018

Overview

This study aimed to examine: (1) how the Internet has changed consumers food-buying behavior and identify its associated factors; (2) consumers’ concern about food safety information of online food products. A cross-sectional study was performed from October to December 2015 in Hanoi—a Vietnamese epicenter of food service. One thousand seven hundred and thirty six (1736) customers were randomly chosen from food establishments of 176 communes. Data were collected through face-to-face interviews using structured questionnaires. The majority of participants reported using the Internet to search for food products (81.3%). The most crucial factors influencing food purchases through the Internet were convenience (69.1%) and price (59.3%). Only one-third of participants selected products based on accurate evidence about food safety certification or food origin. The majority of participants were concerned about the expiration date (51.6%), while brand (9.8%) and food licensing information (11.3%) were often neglected. People who were:(1) female, (2) highly influenced by online relationships, and (3) having difficulty in doing usual activities were more likely to look for online food products. These findings produce practical advice to consumers when purchasing their desired food products on the Internet, to online food retailers and to the Government of Vietnam to implement appropriate legislation regarding trading online food products.

• Publisher: MDPI AG,MDPI
• Subject: Adolescent / Adult / Aged / Aged, 80 and over / Attitude / Commerce / Consumer Behavior / Consumers / Cross-Sectional Studies / Customer services / Electronic commerce / Female / Food - economics / Food products / Food Safety / Food service / Food Services - economics / Food Supply - economics / Gender / Health care / Humans / Hygiene / Internet / Male / Middle Aged / Preventive medicine / Public health / Purchasing / Social networks / Social research / Studies / Surveys and Questionnaires / Trends / Vietnam / Young Adult