농업경제연구

Korean Agricultural Economics Association

제목 Vietnamese Preferences for Fresh Korean Ginseng with Labels of Certification, Nationality, Private brands, and Shopping places
저자 Yeongseon Joo, Taeyoon Kim, Dang Khoa Nguyen, Chungman Kim
발행정보 62권 3호 (2021년 9월) 페이지 177~200
초록 Fresh Korean ginseng needs more credibility in the Vietnam market since fresh ginseng imported
from China is increasing, and the Vietnam government promotes its national Ngoc Linh ginseng
brand. Therefore, this study determines factors of three shopping places (the department store,
supermarket, and ginseng specialty store), the certification label of good agriculture products (Viet
GAP), Korean nationality, and three famous private brands of CheongKwanJang, HanSamIn, and
Geumhong affecting Vietnamese consumers' fresh ginseng choices based on 897 respondents from
Hanoi and Hochiminh City in January 2018. Conditional and random parameter logits are used to
find differences in the independent assumptions' relaxation among irrelevant alternatives. Hausman
test for IIA assumptions holds for the choice of the department store, ginseng specialty store, and
None. Overall results show that shopping places, the Korean national flag, and the existence of VietGap
positively affect Vietnam consumers' choices. However, none of the Korean private brands could
significantly affect Vietnamese choice for fresh ginseng products. The shopping place of ginseng
specialty stores gets the highest WTP, followed by supermarkets and department stores. Korean
national flag also shows a high WTP, which is higher than Vietgap, a certificate from Vietnam
agricultural products. Female consumers tend to pay more WTP than males. Hochiminh consumers
are willing to pay more than Hanoi consumers on average. Of course, the high-income consumers
tend to pay more WTP than the low-income group. However, the low-income groups still demand
fresh ginseng at a significant price. Understanding different price effects by consumer groups
seem helpful for small and medium enterprises to market their ginseng products into Vietnam by
further considering the origin of Korean nationality.
논문파일 KJAE(2021-Vol62No03)-English-02.pdf