Mai Ha

I am a researcher at the Agricultural and Food Economics Research Group, the Department of Economics, Swedish University of Agriculture (SLU). Before joining SLU, I was a lecturer at Vietnam National University of Agriculture.  I received my PhD in economics from Massey University, New Zealand in 2020. I am interested in research on consumer behaviour in healthy and sustainable food consumption and farmers' adoption of agricultural innovations. 

Research grants

2023-2027: "Ethnic minorities’ intercropping adoption in coffee in Vietnam: social demand and farmers’ adoption decision", funded by FORMAS. Principal Investigator.

2021-2024: "Eating green or eating meat? Eating crickets or eating beef? Sustainable food consumption behavior in Vietnam and Switzerland", funded by the Vietnamese National Foundation for Science and Technology Development and Swiss National Science Foundation. Acting country lead for Vietnam.

2022-2024: "Enhancing ethnic minorities’ knowledge and practices in pesticide use for sustainable agriculture in Northern mountainous area of Vietnam", funded by the Irish Embassy. Cor-Investigator.

2020-2021: "Improving food security for ethnic minority households: Evidence from Son La province, Vietnam", funded by International Foundation of Science. Principal Investigator.

2020-2021: "Upland households’ decision making in climate change adaptation to enhance food security in Laos, Cambodia, and Vietnam", funded by Asia Pacific Network for Global Change Research. Principal Investigator.

2019 -2020: "Food safety risk reduction strategies: evidence from self-provisioning of vegetables in urban cities of Vietnam", funded by International Foundation of Science. Collaborator.

2018-2019: "Consumer perception of food safety risk and its impact on the willingness to pay for organic food in Southeast Asia", Funded by Asia Pacific Network for Global Change Research. Acting Principal Investigator.

Peer-reviewed articles

24. Ha, T.M., Svensson, F., Thelin, J., Manevska-Tasevska, G., Weih, M. and Hansson, H., 2025. Farmers' perceived values in intercropping: An application of the means end chain framework in Swedish agriculture. Journal of Rural Studies, 120, p.103835

23. Lucas, B.F., Ha, T.M., Götze, F., Ngo, M.H., Markoni, E., Bui, T.L., Nguyen, A.D., Le, N.T., Delley, M., Pham, B.D. and Brunner, T.A., 2025. Are you ready to eat less meat? Consumer segmentation based on the transtheoretical model of behaviour change. Cleaner and Responsible Consumption, p.100295.

22. Schrobback, P., Zhang, A., Maxwell, C., Tacconi, F., Ujiie, K., Yang, S.H., Kim, M.K., Ha, T.M., Wardyani, L., Feng, N. and Saunders, C., 2025. Consumer preferences for seafood sustainability attributes: A comparative study of 12 markets. Food Quality and Preference, p.105538.

21. Zhang, A., Schrobback, P., Ha, T.M., Maxwell, C., Kinch, N., Loechel, B. and Feng, N., 2025. Sustainable production value vs self-oriented product value in driving organic beef consumption: a comparative analysis of China, the UK and Vietnam. British Food Journal.

20. Abu Hatab, A., Riaz, T., Raza, M., Salama, R.A.E. and Ha, T. M., 2025. A contingent valuation of smallholder farmers' willingness to pay for improved irrigation water supply in Egypt. Water and Environment Journal.

19. Ha, T.M., Voe, P., Boulom, S., Le, T.T.L., Dao, C.D., Yang, F., Dang, X.P., Hoang, T.T.H., Hatab, A.A. and Hansson, H., 2024. Factors associated with smallholders' uptake of intercropping in Southeast Asia: A cross-country analysis of Vietnam, Laos, and Cambodia. Climate Risk Management, p.100646.

18. Manevska-Tasevska, G., Huang, V.W., Chen, Z., Jäck, O., Adam, N., Ha, T.M., Weih, M. and Hansson, H., 2024. Economic outcomes from adopting cereal-legume intercropping practices in Sweden. Agricultural Systems, 220, p.104064.

17. Ha, T.M., Manevska-Tasevska, G., Weih, M. and Hansson, H., 2024. Heterogeneity in farmers' stage of behavioural change in intercropping adoption: an application of the Transtheoretical Model. Agricultural and Food Economics, 12(1), p.12.

16. Ha, T.M., Ngo, M.H., Delley, M., Götze, F., Bui, L.T., Le, N.T., Markoni, E., Nguyen, A.D., Pham, B.D. and Brunner, T.A., 2024. Socio-behavioural factors influencing meat intake and meat reduction intention in Vietnam and Switzerland. Meat Science, 215, p.109530.

15. Delley, M., Ha, T.M., Götze, F., Markoni, E., Ngo, M.H., Nguyen, A.D., Bui, T.L., Le, N.T., Pham, B.D. and Brunner, T.A., 2024. Understanding and tackling meat reduction in different cultural contexts: a segmentation study of Swiss and Vietnamese consumers. Frontiers in Psychology, 15, p.1286579.

14. Soon-Sinclair, J.M., Ha, T.M., Vanany, I., Limon, M.R., Sirichokchatchawan, W., Abdul Wahab, I.R., Hamdan, R.H. and Jamaludin, M.H., 2024. Consumers' perceptions of food fraud in selected Southeast Asian countries: a cross sectional study. Food Security, 16(1), pp.65-77.

13. Soon-Sinclair, J.M., Ha, T.M., Limon, M.R., Vanany, I., Ongkunaruk, P., Voe, P., Boulom, S., Yang, F., Wahab, I.R.A., Hamdan, R.H. and Jamaludin, M.H., 2024. Consumers' raw poultry washing practices: A cross-sectional and observational study in eight Southeast Asian countries. Food Control, 158, p.110253.

12. Ha, T.M., Manevska-Tasevska, G., Jäck, O., Weih, M. and Hansson, H., 2023. Farmers' intention towards intercropping adoption: the role of socioeconomic and behavioural drivers. International Journal of Agricultural Sustainability, 21(1), p.2270222.

11. Soon-Sinclair, J.M., Ha, T.M., Limon, M.R., Vanany, I., Ongkunaruk, P., Voe, P., Boulom, S., Yang, F., Wahab, I.R.A., Hamdan, R.H. and Jamaludin, M.H., 2023. Consumers' raw poultry washing practices: A cross-sectional and observational study in eight Southeast Asian countries. Food Control, p.110253.

10. Soon-Sinclair, J.M., Ha, T.M., Vanany, I., Limon, M.R., Sirichokchatchawan, W., Abdul Wahab, I.R., Hamdan, R.H. and Jamaludin, M.H., 2023. Consumers' perceptions of food fraud in selected Southeast Asian countries: a cross sectional study. Food Security, pp.1-13.

9. Markoni, E., Ha, T.M., Götze, F., Häberli, I., Ngo, M.H., Huwiler, R.M., Delley, M., Nguyen, A.D., Bui, T.L., Le, N.T. and Pham, B.D., 2023. Healthy or Environmentally Friendly? Meat Consumption Practices of Green Consumers in Vietnam and Switzerland. Sustainability, 15(15), p.11488.

8. Manevska-Tasevska, G., Duangbootsee, U., Bimbilovski, I., Thathong, P. and Ha, T.M., 2023. A systematic scoping review and content analysis of policy recommendations for climate-resilient agriculture. Climate Policy, pp.1-17.

7. Ha, T.M., Hansson, H., Hatab, A.A., Darr, D. and Shakur, S., 2022. A risk-benefit approach to the purchase and consumption of conventional vegetables in wet markets. Appetite, 176, p.106142.

6. Ha, T. M., Shakur, S. & Pham Do, K.H. (2020). Risk perception and its impact on vegetable consumption: A case study from Hanoi, Vietnam. Journal of Cleaner Production, 271, 122793.

5. Ha, T. M., Shakur, S. & Pham Do, K. H. (2020). Linkages among food safety risk perception, trust and information: Evidence from Hanoi consumers. Food control, 110, 106965. 

4. Ha, T. M., Shakur, S. & Pham Do, K. H. (2019). Rural-urban differences in willingness to pay for organic vegetables: Evidence from Vietnam. Appetite, 141, 104273.

3. Ha, T. M., Shakur, S. & Pham Do, K. H., (2019). Consumer concern about food safety in Hanoi, Vietnam. Food Control, 98, 238-244.

2. Ha, T. M., Shakur, S. & Pham Do, K.H. (2020). Food risk in consumers' eye and their consumption responses: evidence from Hanoi survey. Journal of Asian Business and Economics Studies. doi:10.1108/JABES-12-2019-0126

1. Nguyen, V. T., Ha, T. M, Boulom, S., Voe, P., Chauch, H., Chialue, L., & Ha, D. A. (2020). Consumer perception of food safety risk in South East Asia: A cross-country analysis. APN Science Bulletin, 10(1). doi: 10.30852/sb.2020.1130

Course leader of NA0190: Applications of theory and method in agricultural economics.

I have been an Associate Fellow of the Higher Education Academy, UK since 2019.