Received: Apr 03, 2025 / Accepted: Mar 10, 2026 / Published: Mar 31, 2026
Consumer demand for safe food has been shaping the development of pork value chains, influenced by consumer knowledge, attitudes, and practices (KAP) and trust in the value chain, among other factors. This study aimed to explore consumer KAP and trust regarding food safety across different pork value chains in Vietnam. Data were collected through interviews with 170 consumers from Hanoi, Hung Yen, and Nghe An provinces. The results showed misconceptions about food safety in all three of the prevalent types of pork value chains, particularly low awareness of microbial contamination and heightened concerns over chemical residues. Many consumers demonstrated appropriate attitudes towards foodborne illness and reported applying good hygiene practices at home, although these practices varied among value chains, especially the rural GAHP value chain. Consumers overall reported low trust in the value chain actors, especially the modern and urban traditional value chains. Pig producers and government authorities were highly ranked as primary responsibility for food safety. Among communication channels, higher trust was placed in television news from the government. To improve food safety in pork value chains, the actors should focus on product differentiation, such as signaling good agricultural practices and organizing shorter, traceable value chains through cooperative models. The government could support these developments by implementing effective communication, and education and training programs on food safety for consumers and all value chain actors.
