In developed countries, food safety risk perception has been considered as a key driver of consumer’s decision making in food choice. In developing countries, however, little is known about the underlying factors of consumer’s perception of food safety risk and the relationship between their risk perception and organic food consumption, though food safety particularly vegetable safety is a growing public concern. To address these gaps, this proposed research aims to investigate the determinant of consumer’s perception of food safety risk of vegetables and to examine the influcence of risk perception on the willingness to pay for organic vegetables.
Lao PDR, Cambodia and Vietnam will be the study areas of this research. Being developing countries, these nations are facing many challenges in food safety management. The differences in population, economic development, culture and the heightened risk perceived of food safety among these countries would make them interesting cases to compare. Data from each country will be collected through a consumer survey and focus group discussions. The findings of the research would be useful for regulators in developing countries in Asia-Pacific region in designing risk communication and food safety policy. Food producers and retailers can use the research results to deliver more effective marketing strategies.