The Tasting of Korean Fresh Strawberry Matters Significantly for Vietnam Consumers

Vietnam has become a significant foreign market in Southeast Asia, especially for fresh agricultural products. This study examined Vietnamese consumers’ preferences and willingness to pay (WTP) for 330g packages of fresh Korean strawberries. Using data from 600 participants in Hanoi, key determinants in purchasing decisions were identified as shopping venues, price, and the GAP certification. Results showed a pronounced preference for fruit specialty stores and heightened food safety awareness. The treatment group’s WTP was notably higher (6.4 to 4.3 times) than the control group. Young consumers aged up to 40 with middle to high incomes displayed a higher demand. The findings suggest marketing strategies for Korean exporters targeting the Vietnamese market should emphasize food safety certifications and tasting trials.