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Abstract
This study examines the determinants having an effect on the intentions to purchase Korean agro-food on the basis of the characteristics of the Vietnamese consumers and suggests the implications for the increase of exports to the Vietnamese market in the future. To this end, a questionnaire survey was conducted on the intention and preference of Korean fresh and processed agro-food to 600 Vietnamese consumers. Based on the survey results, the ordered logit model was utilized to analyze the determinants of purchasing Korean agro-food. The findings show that the importance of Vietnamese consumers’ attributes influencing the willingness to purchase or repurchase was analyzed to be different between consumers who had bought Korean agro-food and those who had not, or between fresh and processed agro-food. Therefore, it is necessary to establish the differentiated strategies for consumers or agro-foods rather than the uniform strategies for the overall agro-food industry in order to target the Vietnamese consumer market.