Case study: Habits, concerns and preferences of vegetables consumers in Hanoi

Case study: Habits, concerns and preferences of vegetables consumers in Hanoi


This short case study provides information on a wide range of issues such as the main motivations and obstacles to safe and organic food consumption, consumers' willingness to pay for safe and organic vegetables, and their preferred shopping places for vegetables in Hanoi.

In early 2016, VECO Vietnam launched the Safe & Organic Food Finder (SOFF) platform ( in Hanoi. The platform, composed of both a mobile app and a website, aims to help consumers in Hanoi find safe and organic vegetables stores in their neighbourhood. Shortly after SOFF’s launch, VECO Vietnam hired a consultant to carry out a baseline study in order to better understand the situation of safe and organic vegetables consumption and sales in Hanoi. The study focused on assessing consumers’ knowledge, concern and awareness about safe food, and aimed to grasp their level of trust and familiarity with safe food stores and certifications.

The case study below outlines the key finding of the SOFF baseline study whose target group is composed mostly of women living in urban Hanoi, belonging to middle to high income households, between 17 and 45 years old, and regular internet users.

Did you know, for example, that more than one quarter of respondents grow safe vegetables at home? And that about 97.5% of respondents are either worried (30%) or extremely worried (67.5%) about food safety? Read the case study for more interesting facts on vegetables consumers’ habits, concerns and preferences in Hanoi.

Visit our project page to find out more about the Safe and Organic Food Finder

SOFF project page