The Impact Of Climate Change Awareness On Vietnamese Consumers' Perceptions Of Sustainably Produced Rice
Abstract
Rice production in Vietnam is one of the reasons for the deterioration of the country's
environment and high levels of greenhouse gas emissions. The Sustainable Rice Platform (SRP)
Standard is the first standard in the world to be approved for the production of rice that is
sustainable. There are efforts being made to promote the sustainability of rice production, however
the level of consumer knowledge on sustainability is low. This study investigates the connections
between consumers' awareness of climate change and their willingness to pay (WTP) more for rice
that has the SRP certification in Vietnam. According to the statistics, customers are willing to
spend an additional 38% for rice that carries the SRP label. The amount that consumers are willing
to pay gets higher in direct proportion to their level of awareness regarding climate change and
efforts to reduce emissions. Rice farmers could benefit from this result, especially those farmers
who have plans to enhance rice production and consumption in Vietnam in compliance with
approved sustainable production standards