Consumers’ preferences for Vietnamese OCOP jerky beef: a market driving force for sustainable livestock development and poverty alleviation in the mountainous regions
Abstract The OCOP (One Commune One Product) program has been vital in reducing poverty, creating jobs for ethnic communities in Vietnam, and contributing to sustainable development. This is why the OCOP is prompted by its integration into government policies. In Ha Giang, one of the country’s poores...
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| Format: | Article |
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Springer
2025-04-01
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| Series: | Discover Sustainability |
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| Online Access: | https://doi.org/10.1007/s43621-025-01147-3 |
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| author | Nguyen Bich Hong Tran Thi Tuyet Do Thi Thuy Linh |
| author_facet | Nguyen Bich Hong Tran Thi Tuyet Do Thi Thuy Linh |
| author_sort | Nguyen Bich Hong |
| collection | DOAJ |
| description | Abstract The OCOP (One Commune One Product) program has been vital in reducing poverty, creating jobs for ethnic communities in Vietnam, and contributing to sustainable development. This is why the OCOP is prompted by its integration into government policies. In Ha Giang, one of the country’s poorest provinces, OCOP jerky beef produced from golden cows has supported local economic growth, preserved valuable rare genetic resources, and improved farmer livelihoods. However, the OCOP jerky beef production has faced difficult issues, mainly due to the lack of understanding about consumer preferences and the attributes they find valuable. This study examines market drivers for OCOP jerky beef production by analyzing consumer preferences and willingness to pay (WTP) for attributes such as: product origin, health claims, emission reduction, biodiversity, and price. Data from 320 consumers in Hanoi, collected via convenience sampling, reveal that Vietnamese consumers are heterogeneous and willing to pay premiums of 13.17% and 15.83% for emission reduction and biodiversity attributes, respectively. This motivates OCOP jerky beef producers to reduce emissions during raising and processing as well as to preserve the valuable genes of golden cows, which helps to position OCOP jerky beef towards sustainable products. Interestingly, product origin and health claims do not significantly influence WTP (all p > 0.05), which suggest that stronger branding, storytelling, certification for geographical indications (GIs) and consumer trust in health labeling are needed to increase the credibility of OCOP jerky products. These findings highlight consumer preferences for OCOP jerky beef and provide actionable insights for policymakers to support the long-term production of OCOP jerky beef. |
| format | Article |
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| institution | Kabale University |
| issn | 2662-9984 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Springer |
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| series | Discover Sustainability |
| spelling | doaj-art-914363358a8a4f0eb5e6f48acac1de6b2025-08-20T04:01:47ZengSpringerDiscover Sustainability2662-99842025-04-016111810.1007/s43621-025-01147-3Consumers’ preferences for Vietnamese OCOP jerky beef: a market driving force for sustainable livestock development and poverty alleviation in the mountainous regionsNguyen Bich Hong0Tran Thi Tuyet1Do Thi Thuy Linh2Faculty of Economics, Thai Nguyen University of Economics and Business AdministrationFaculty of Hospitality and Tourism, Thuongmai UniversityFaculty of Marketing, Commerce, and Tourism, Thai Nguyen University of Economics and Business AdministrationAbstract The OCOP (One Commune One Product) program has been vital in reducing poverty, creating jobs for ethnic communities in Vietnam, and contributing to sustainable development. This is why the OCOP is prompted by its integration into government policies. In Ha Giang, one of the country’s poorest provinces, OCOP jerky beef produced from golden cows has supported local economic growth, preserved valuable rare genetic resources, and improved farmer livelihoods. However, the OCOP jerky beef production has faced difficult issues, mainly due to the lack of understanding about consumer preferences and the attributes they find valuable. This study examines market drivers for OCOP jerky beef production by analyzing consumer preferences and willingness to pay (WTP) for attributes such as: product origin, health claims, emission reduction, biodiversity, and price. Data from 320 consumers in Hanoi, collected via convenience sampling, reveal that Vietnamese consumers are heterogeneous and willing to pay premiums of 13.17% and 15.83% for emission reduction and biodiversity attributes, respectively. This motivates OCOP jerky beef producers to reduce emissions during raising and processing as well as to preserve the valuable genes of golden cows, which helps to position OCOP jerky beef towards sustainable products. Interestingly, product origin and health claims do not significantly influence WTP (all p > 0.05), which suggest that stronger branding, storytelling, certification for geographical indications (GIs) and consumer trust in health labeling are needed to increase the credibility of OCOP jerky products. These findings highlight consumer preferences for OCOP jerky beef and provide actionable insights for policymakers to support the long-term production of OCOP jerky beef.https://doi.org/10.1007/s43621-025-01147-3OCOPConsumer preferencesWillingness to payVietnamJerky BeefLatent class choice modeling |
| spellingShingle | Nguyen Bich Hong Tran Thi Tuyet Do Thi Thuy Linh Consumers’ preferences for Vietnamese OCOP jerky beef: a market driving force for sustainable livestock development and poverty alleviation in the mountainous regions Discover Sustainability OCOP Consumer preferences Willingness to pay Vietnam Jerky Beef Latent class choice modeling |
| title | Consumers’ preferences for Vietnamese OCOP jerky beef: a market driving force for sustainable livestock development and poverty alleviation in the mountainous regions |
| title_full | Consumers’ preferences for Vietnamese OCOP jerky beef: a market driving force for sustainable livestock development and poverty alleviation in the mountainous regions |
| title_fullStr | Consumers’ preferences for Vietnamese OCOP jerky beef: a market driving force for sustainable livestock development and poverty alleviation in the mountainous regions |
| title_full_unstemmed | Consumers’ preferences for Vietnamese OCOP jerky beef: a market driving force for sustainable livestock development and poverty alleviation in the mountainous regions |
| title_short | Consumers’ preferences for Vietnamese OCOP jerky beef: a market driving force for sustainable livestock development and poverty alleviation in the mountainous regions |
| title_sort | consumers preferences for vietnamese ocop jerky beef a market driving force for sustainable livestock development and poverty alleviation in the mountainous regions |
| topic | OCOP Consumer preferences Willingness to pay Vietnam Jerky Beef Latent class choice modeling |
| url | https://doi.org/10.1007/s43621-025-01147-3 |
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