Major factors inhibit the consumption of Ban pork in the urban market
The study aims to determine major factors limiting on the consumption of Ban pork in the urban market. A total of 45 in-depth interviews with green food stores, collectors, restaurants and Ban pork consumers were conducted in Hanoi city to understand the factors influencing on the decision of Ban pork buyers and their difficulties to consume Ban pork. Results show that quality of Ban pork and information, traditional raising methods, and price are common factors influencing on the decision of buyers. Other factors include trust in sellers and information about the origin of Ban pig, especially affecting the consumer group. High prices of Ban pork and inability of distinguish Ban pork from other types of meat are typical barriers of buyers in the purchase. Lack of information on sellers and supply not meeting demand are difficulties specifically for consumers and green food stores. It is implicated that recognizing the factors influencing the consumption of Ban pork can support targeting marketing schemes on specific buyer groups and promote the access of Ban pork in the urban market.
