Factors Influencing Consumer Behavior and Purchasing Decisions Regarding Mud Crabs () in the Major Cities of Vietnam.

The mud crab (), also known as the mangrove crab, thrives in shallow mangrove forests, subtidal zones, and muddy intertidal habitats. It is a highly valuable species in the mangroves and estuaries of tropical regions and is in high demand in Vietnam's coastal markets. This study provides a comprehensive analysis of the key factors influencing consumer behavior and purchasing decisions regarding mud crabs in Vietnam's three largest cities: Can Tho City, Ho Chi Minh City, and Hanoi Capital. To achieve this, the research employs rigorous analytical methods, including Cronbach's alpha reliability test, principal component analysis, and multivariate regression analysis, to identify the primary determinants of consumer behavior and purchasing preferences for fresh mud crabs. The multiple regression analysis reveals two key factors that significantly influence consumer choices: nutritional knowledge and convenience awareness. Most of consumers perceive fresh mud crabs as superior in quality, expecting them to offer greater freshness; higher levels of protein, amino acids, and minerals; as well as excellent flesh texture and enhanced palatability. Based on these findings, two strategic directions are proposed for the sustainable development of Vietnam's crab industry: (1) improving the nutritional quality of crab products to align with consumer expectations for health benefits and (2) enhancing the distribution network and diversifying product offerings to improve accessibility and convenience for consumers.