Consumer willingness to use for roasted coffee: A Vietnamese case study

Coffee consumption in Vietnam has seen a significant rise in recent years. This study seeks to explore the determinants of coffee consumption in Vietnam with a specific focus on the roasted coffee trade and the consumer’s behavior. In this study, 7296 customers were surveyed from 19 districts in Ho Chi Minh City of Vietnam in randomly selected places, and consumers’ willingness to use (WTU) for roasted coffee was measured.