Di Minh Duc Tran
Post-doctoral researcher
Department of agricultural economics
Agri-food marketing and consumer behavior
Ghent University
Coupure links 653
9000 Ghent, Belgium
diminhduc.tran@ugent.be
Di Minh Duc Tran is a postdoctoral researcher in the Department of Agricultural Economics at Ghent University, focusing on the socioeconomic dimensions of innovation in agri-food systems. He applies behavioural economics and economic evaluation methods to study how new technologies shape value chains and stakeholder interactions. Duc earned his PhD in Bioengineering: Socioeconomics from Ghent University in January 2025 and began his postdoctoral role in March 2025.
Duc’s research focuses on technology adoption in the agri-food sector, combining behavioural economics and economic assessments to understand and enhance the uptake of innovations. He was involved in EU projects such as WeLASER, where he developed viable business models for autonomous laser-weeding vehicles, and FAIRCHAIN, where he designed performance assessment frameworks and business model typologies for sustainable intermediate value chains. His current work continues to explore how novel agri-food technologies can deliver economic, environmental, and societal benefits.
- Consumer behaviour
- Food traceability
- Blockchain traceability
- Willingness-to-pay
Di Minh Duc Tran
PhD student
Department of agricultural economics
Agri-food marketing and consumer behavior
Ghent University
Coupure links 653
9000 Ghent, Belgium
diminhduc.tran@ugent.be
Bio
Di Minh Duc Tran received a MSc degree from International Master of Science in Rural Development (IMRD) programme at Ghent University in 2020, in which his research focused on consumer behaviour and willingness-to-pay for food safety and quality labelling schemes. He now works as a doctoral researcher engaging in the exploration of the multi-actor perspective on blockchain-based traceability system in food value chains.
Research
Duc is currently active in two EU projects which are WeLASER and FAIRCHAIN. In the WeLASER project, he focuses on developing an exploitation plan with viable business models for new autonomous laser-weeding vehicles. In the FAIRCHAIN project, his work aims to elaborate a KPI grid from the business model perspective to assess the performance of new intermediate value chains and produce an eco-innovative business model typology as inspiration for development of future intermediate value chains.
WeLASER - Eco-innovative weeding with laser
FAIRCHAIN