The effect of sustainability labels on farmed-shrimp preferences: Insights from a discrete choice experiment in Vietnam
This study investigates the effectiveness of sustainability labels, environmental attitudes, food safety concerns, and knowledge on Vietnamese consumer preferences for sustainably farmed shrimp. Mixed logit and latent class models were applied to estimate utility functions based on 459 samples collected using a choice experiment. The results indicate that Vietnamese consumers prefer sustainably farmed shrimp to conventionally farmed shrimp. Also, both food safety concerns and consumer knowledge vigorously promote sustainably farmed shrimp choices.