What Matters Most to Consumers in Peri-Urban Viet Nam? An Exploratory Mixed Methods Study Investigating Food Preferences and Values

Abstract Objectives Understanding what drives consumer food choice in low- and middle-income countries with rapidly changing food environments is important in order to inform better interventions and food system policies. This study quantitatively and qualitatively assessed preferences for different food quality attributes including nutrition, energy, food safety (immediate), food safety (future), naturalness, taste, convenience, appearance, tradition, modernity/novelty, and price. Methods The exploratory mixed method study consisted of 264 randomly selected women aged 18–49 who participated in the quantitative survey. After participating in the quantitative survey, a subset of 40 respondents were randomly selected to attend focus group discussions on food preferences, food environments, and shopping behaviors. Food preferences and values were quantified using Best-Worst Scaling questions to elicit priorities and trade-offs among food quality attributes across four different food groups: leafy green vegetables, fruits, prepared foods, and snack foods (salty and sweet). All data collection took place in Thanh Oai District in Hanoi Province, Viet Nam. Results Food groups differ in the relative importance of each food quality attribute. Nutrition and food safety related attributes (naturalness, immediate and future food safety) were the most important for the green leafy vegetable and fruit food groups. While convenience and taste were most important for prepared foods and snack foods, respectively, with food safety (immediate) being the second most important in both food groups. Across all food groups price was consistently the least important attribute. Focus group discussions reinforced these results with additional insights particularly regarding trade-offs between nutrition and food safety that consumers face. Conclusions In rapidly changing food environments such as peri-urban Viet Nam, a wide range of food attributes drive consumer decisions towards – or away from – each food group. With Best-Worst Scaling, we generated insights about food choice in a Southeast Asian environment. Our results can inform behavior change interventions and guide food system policies such as labeling and food safety in Viet Nam. Funding Sources N/A.