Consumer preference and attitude regarding online food products in Hanoi, Vietnam

Anh Kim Dang, Bach Xuan Tran, Cuong Tat Nguyen, Huong Thi Le, Hoa Thi Do, Hinh Duc Nguyen, Long Hoang Nguyen, Tu Huu Nguyen, Hue Thi Mai, Tho Dinh Tran, Chau Ngo, Thuc Thi Minh Vu, Carl A. Latkin, Melvyn W.B. Zhang, Roger C.M. Ho

Research output: Contribution to journalArticlepeer-review


This study aimed to examine: (1) how the Internet has changed consumers food-buying behavior and identify its associated factors; (2) consumers’ concern about food safety information of online food products. A cross-sectional study was performed from October to December 2015 in Hanoi—a Vietnamese epicenter of food service. One thousand seven hundred and thirty six (1736) customers were randomly chosen from food establishments of 176 communes. Data were collected through face-to-face interviews using structured questionnaires. The majority of participants reported using the Internet to search for food products (81.3%). The most crucial factors influencing food purchases through the Internet were convenience (69.1%) and price (59.3%). Only one-third of participants selected products based on accurate evidence about food safety certification or food origin. The majority of participants were concerned about the expiration date (51.6%), while brand (9.8%) and food licensing information (11.3%) were often neglected. People who were:(1) female, (2) highly influenced by online relationships, and (3) having difficulty in doing usual activities were more likely to look for online food products. These findings produce practical advice to consumers when purchasing their desired food products on the Internet, to online food retailers and to the Government of Vietnam to implement appropriate legislation regarding trading online food products.

Original languageEnglish (US)
Article number981
JournalInternational journal of environmental research and public health
Issue number5
StatePublished - May 14 2018


  • Food safety
  • Online food
  • Vietnam

ASJC Scopus subject areas

  • Pollution
  • Public Health, Environmental and Occupational Health
  • Health, Toxicology and Mutagenesis


Dive into the research topics of 'Consumer preference and attitude regarding online food products in Hanoi, Vietnam'. Together they form a unique fingerprint.

Cite this