About factors affecting intention to buy organic food of Vietnamese urban
consumers.
First: attitude, perceived behavioural control and subjective norm. The three
main factors in TPB model affect consumers’ intention to buy organic food, in which
perceived behavioural control is most powerful, followed by to subjective norm and
attitude.
Second: Perception of price does not seem to be a deterrent to intention to buy
organic food of Vietnamese urban consumers is even an incentive for them to buy
more. This conclusion is not in favour with the research by: Magnusson et al., 2001;
Doorn and Verhoef, 2015; Hùng et al., 2016; Nandi et al., 2016. Nhưng lại is in favor
with the research by: Canavari et al., 2002; Bauer et al., 2013; Fotopoulos and
Krystallis, 2002b; Nguyen et al.,2018; Truong et al., 2012; Hai et al., 2013. The
reason given for this action may be that they expect a higher value, commensurate
with the price they pay for example to have a better health. (Nandi et al., 2016).
Third: Relativism. Relativism shows consumers who refuse to buy organic
food when these products get a lot of support, many experts recommend using
organic food as a smart choice, an environmental choice, a moral choice. Possible
reasons for relativism such as: normal products consuming experience in the past and
currently not seeing any significant effects; or consumers feel that not only food but
also many other causes such as habitats bring disease to them
13 trang |
Chia sẻ: honganh20 | Ngày: 11/03/2022 | Lượt xem: 484 | Lượt tải: 0
Bạn đang xem nội dung tài liệu Factors affecting the intention to buy organic food of Vietnamese urban consumers, để tải tài liệu về máy bạn click vào nút DOWNLOAD ở trên
to the view of considering behaviour in consuming organic food as an
ethical behaviour [bringing benefits to society, environment] some researchers used
the General Theory of Marketing Ethics by Hunt and Vittel to be the main basis to
research. For example: the research by Honkanen et al., 2006; Dean et al., 2008; Pino
et al., 2012; Michaelidou and Hassan, 2008; Arvola et al., 2008 (Honkanen et al.,
2006; Dean et al., 2008; Pino et al., 2012; Michaelidou and Hassan, 2008; Arvola et
al., 2008)
2.1.3. Overall of factors affecting intention to buy organic food of consumers
2.1.3.1. Important concepts
Organic food
Based on previous research, according to the author “Organic food is
environmentally friendly food that is produced, processed and packaged with non-
GM methods and materials, without using toxic chemicals, such as: plant protection
drugs, herbicides, growth stimulators, fertilizers and antibiotics ...” This will be the
concept that the author uses in this thesis.
Intention to buy organic food
Intention to conduct a behaviour is considered a set of motivational factors
affecting a behaviour, intention is an indication of how much an individual tries, is
willing to try to plan and execute the behaviour. (Ajzen, 1991). Therefore, intention
to buy organic food is a collection of motivational factors driving consumers to buy
7
organic food, it demonstrates the efforts of individuals in buying organic food.
Attitude towards behaviour in buying organic food
Attitude towards a buying behaviour is defined by Fishbein and Ajzen as
positive or negative emotions of the individual about performing a particular
behaviour (Nguyen Thi Tuyet Mai et al., 2016). Therefore, consumer’s attitude
towards behaviour in buying organic food is defined as positive or negative emotions
of consumers towards behaviour in buying organic food.
2.1.3.2. Factors affecting attitude, intention to buy organic food of consumers and
hypotheses
Factors affecting the intention to buy organic food and hypotheses
Attitude towards behaviour in buying organic food
Intention to buy organic food depends mostly on attitude towards behaviour in
buying organic food (Nuttavuthisit and Thøgersen, 2017). The research by Vassallo
et al. [2015] also has similar comments when confirm that, attitude towards
behaviour in buying organic food is the strongest factor affecting their intention to
buy [standardized β = .44, p < 0.05] (Vassallo et al., 2015), results of some research
in Viet Nam are also similar when confirm that people with positive attitude towards
behaviour in buying green [a feature of organic food] will be highly likely to arise
intention to use these products (Nguyen Thi Tuyet Mai et al., 2016; Nguyen Thi
Tuyet Mai et al., 2017; Pham Thi Lan Hương, 2014). From above review of some
research and arguments, the author proposed research hypothesis as follows:
H1: Attitude towards behaviour in buying organic food has positive effect
intention to buy organic food of Vietnamese urban consumers.
Subjective norm
Consumers buying organic food also feel the social pressure to their
consuming decisions (Nuttavuthisit and Thøgersen, 2017). Some research in
developing countries, including Viet Nam also noted the impact of subjective norm to
intention to buy green products (Nguyen Thi Tuyet Mai et al., 2017; Nguyen Vũ
Hùng et al., 2016; Pham Thi Lan Hương, 2014). From above review of some research
and arguments, the author proposed research hypothesis as follows:
H2: Subjective norm has positive effect intention to buy organic food of
Vietnamese urban consumers.
Perception of behaviour control
8
Some research in Viet Nam, about impact of perceived behavioural control to
intention to buy green products, has given results of strong impact of this factor. The
research by Nguyen Thi Tuyet Mai et al. [2018] showed that, this factor strongly
affects and is second, only after attitude, to intention to buy organic food (Nguyen
Thi Tuyet Mai et al., 2018). From above review of some research and arguments, the
author proposed research hypothesis as follows:
H3: Perceived behavioural control has negative effect intention to buy
organic food of Vietnamese urban consumers.
Perception of price of organic food
A lot of research in developed countries confirms that the high price of organic
food is one of the challenges preventing consumers to buy organic food (Magnusson
et al., 2001). However, some research confirm that although consumers still feels
organic food is more expensive than regular food, but this seems to be not affect
behaviour in buying organic food of consumers (Sobhanifard, 2018; Nuttavuthisit and
Thøgersen, 2017). Therefore, to clarify the role of perception of price to consumers’
intention to buy organic food, the author proposed research hypothesis as follows:
H4: Perception of price of organic food prevents the intention to buy organic
food of Vietnamese urban consumers.
Trust in brand and certification of organic food
Consumers often have expectations of organic food consumption results
through their level of trust in certifications of sellers thereby affecting their attitude
towards behaviour in buying organic food (Nuttavuthisit and Thøgersen, 2017)
certification is a word which is always mentioned by consumers when talking about
organic food (Hilverda et al., 2016). From above review of some research and
arguments, the author proposed research hypothesis as follows:
H5: Trust in brand and certification has positive effect intention to buy
organic food of Vietnamese urban consumers.
Factors affecting the attitude towards behaviour in buying organic food and
hypotheses
Health consciousness
Consumers often aware that good organic food is better for health than other
normal food products, can help them prevent cancer (Nuttavuthisit and Thøgersen,
2017), therefore health is one of the main motivations that urges consumers to buy
organic food (Magnusson et al., 2001; Hsu et al., 2016; Garcia-Yi, 2015; Hill and
Lynchehaun, 2002). Health consciousness of organic food has positive effect to
9
attitude of consumers with behaviour in buying organic food, in other words, the
more people are more concerned about health, the more positive attitude they have
towards behaviour in buying organic food (Nuttavuthisit and Thøgersen, 2017).
Therefore, the author proposed research hypothesis as follows:
H6: Health consciousness urges Vietnamese urban consumers to have
positive attitude towards behaviour in buying organic food.
Perception of modern self and traditional self
Perception of traditional self is defined as the extent to which an individual feel
that he is consistent with standards, values and beliefs of Confucianism, popular
before the transition began. In contrast, perception of modern self is defined as the
extent to which an individual feels that he is consistent with standards, values and
beliefs imported from developed countries after the transition (Nguyen Thi Tuyet Mai
et al., 2009). People with perception of modern self tend to consume organic food
products driven by personalized motives (Nguyen Thi Tuyet Mai et al., 2009), such
as: products are good for health, environmentally friendly, high quality. And people
with perception of traditional self are often people with a more collective tendency in
life (Nguyen Thi Tuyet Mai et al., 2009), organic food consumption tends to stem
from such causes: for the environment and animal welfare (Doorn and Verhoef,
2015; Schultz, 2001). From above review of some research and arguments, the author
proposed a pair of hypothesis as follows:
H7a: Perception of modern self affects attitude towards behaviour in buying
organic food of Vietnamese urban consumers.
H7b: Perception of traditional self affects attitude towards behaviour in
buying organic food of Vietnamese urban consumers.
Environment consciousness
Environment consciousness often play an important role in deciding with
attitude towards behaviour in buying organic food of consumers (Schifferstein and
Ophuist, 1998; Doorn and Verhoef, 2015; Honkanen et al., 2006; Magnusson et al.,
2001), is always mentioned by consumers when talking of organic food (Hilverda et
al., 2016). Therefore, the author proposed research hypothesis as follows:
H8: The more people are more concerned about environment, the more
positive attitude they have towards behaviour in buying organic food.
Other factors such as: gender, education level, age, income level
10
Demographic factors are always confirmed by researchers to affect intention
and buying behaviour of consumers, therefore in the research model the author will
put these factors in to play the role of control variables.
2.3. Research model
Figure 2-3: Research model
Source: from the author’s overview
From the overview of previous research around the world as well as in Viet
Nam. Based on Theory of Planned Behaviour TPB, a theoretical foundation is
applied in many research about consumers’ behaviour and in food product sector
(Nguyen Thi Tuyet Mai et al., 2017). The author builds the research model as above
[Figure 2-3]
Perception of
modern self,
traditional self
Environment
al concern
Health
consciousne
ss
Attitude towards behaviour in
buying organic food
Subjective norm
Perceived behavioural control
Intention to buy
organic food
Perception
of price
Trust in brand and
certification
Control variables:
- Age
- Education level
- Gender
- Family income
11
CHAPTER 3: RESEARCH METHOD
3.1. Overall research design
3.1.1. Research method
Research method is used suitable for each research period, including qualitative
research with the support of Nvivo 10 software and quantitative research uses survey tool
by questionnaire, in analysis the author uses structural equation model [SEM] to analyse
with the support of software - SPSS23 and AMOS20.
3.1.2. Research sample
With qualitative research: sampling method is the target sample. The author
conducts in-depth interview with 11 urban consumers, mainly living and working in Ha
Noi, these objects are different in: age, gender, income, education level.
With quantitative research: sampling method is convenient sample, number of
samples collected in pilot quantitative research includes 145 consumers, living in Ha
Noi. In the period of official quantitative research, number of samples collected is 336
consumers living in Ha Noi and Ho Chi Minh City.
3.2. Qualitative research results
3.2.1. Factors affecting behaviour in buying organic food
Qualitative research results showed that the proposed factors in the overview
part affect behaviour in buying organic food, including: Perception of traditional self
or modern self; perception of price; health consciousness; trust in brand and
certification; environmental concern; and a new factor is “relativism”.
3.2.2. Develop new concepts and scales
In the process of qualitative research, the author identified a factor affect
intention to buy organic food of Vietnamese urban consumers, temporarily named
relativism. Relativism can be understood as the denial of a sure choice for the
products that are considered to be more dominant. In the field of organic food,
relativism can be understood as the denial of a sure choice for organic food products,
not absolute, must choose organic food. This is a concept derived from the concept of
“relativism” in some research about moral, defined as “the level an individual rejects
universal moral rules” (Henle et al., 2005; Forsyth, 1980). Therefore, when an
individual rejects universal moral rules applying for everyone, inside them will have
relativism, the high and low level of relativism depends on how much they refuse to
apply these rules, the higher the level of rejection, the greater the relativism.
Extrapolating out, in behaviour in buying organic good, people with high relativism
will refuse general conclusions that organic food is better, consuming organic food is
12
good for the environment, good for health, consuming organic food is smart, or
consuming organic food will be supported by friends and family, consuming organic
food is good, is virtuous
This factor can be generalized on four main dimensions: the idea of clean or
dirty is only relative; consumption habits have never been affected, adversely affected
by non-organic products; the consequences of consuming non-organic foods are not
clear because there are many reasons leading to illness, not just food; and and finally
the synthesis of the above factors leading to consumers do not pay attention to
whether it is organic food or not?
Therefore, relativism factor is developed based on the concept of relativism in
the field of psychology, however, old scales by Forsyth developed in 1980 is not
suitable to be used for organic food sector so the author developed new scales based
on key aspects analysed above, including:
Table 3-3: Relativism scale
No. Factor Encoded Content Author
1
Relativism
in
consuming
organic
food
Rel1 Clean or dirty [food] is only relative
The author
self-
developed
based on
qualitative
research
Rel2
From the past until now, people still eat food
[may be not organic] and they are all good
Rel3
There are many reasons leading to illness, not
just food
Rel4
When buying food I often do not pay
attention to whether it is organic food or not
Source: from qualitative research of the author
13
3.2.8. Adjusted research model and hypothesis after qualitative research.
3.2.8.1. Adjusted research model
Figure 3-3: Research model in adjustment plan
Source: consolidation from overview and qualitative research of the author
3.2.8.2. Adjusted research hypotheses
Compared to old hypotheses, the author proposed after overview research in
chapter 2, the author proposed 1 more new hypothesis based on new findings on
relativism in consuming organic food of Vietnamese urban consumers. The author
named this hypothesis H9, and stated as follows:
H9: the more relative consumers are in buying organic food, the lower their
intention to buy organic food.
3.3. Quantitative research
3.3.1. Quantitative research periods
Quantitative research is conducted in two periods which are pilot quantitative
research and official quantitative research.
3.3.2. Scales
Scales after being developed, adjusted was put into the questionnaire, the set of
scales is shown in Table 3-5
Table 3-4: Scales used in the research
No. Scale Encoded Content Author
1
Attitude
towards
behaviour in
buying organic
Att1 Buying organic food is a right choice. Adjusted
from the
scales of
Ajzen
Att2 Buying organic food is necessary.
Att3* In my opinion, buying organic food is
not really a smart choice.
Perception of modern self,
traditional self
Environme
ntal
concern
Health
consciou
sness
Attitude towards
behaviour in buying
organic food
Subjective norm
Perceived behavioural
control
Intention to buy organic food
Perception
of price
Trust in brand and
certification Relativism
Control variables:
Age, Education
level, Gender,
Family income
14
No. Scale Encoded Content Author
food [1991];
Armitage
& Conner
[1999];
Nguyen
Thi Tuyet
Mai et
al.,2018
2 Subjective
norm
Sn1 My family uses organic food.
Sn2 My friends and colleagues think I
should eat organic food.
Sn3
Those who are important to me think
that eating organic food will bring
good health.
Sn4
I have intention to eat organic food
because the society thinks it's a good
choice.
3
Perceived
behavioural
control
PBC1
I believe that I have sufficient
resources and capabilities to buy
organic food.
PBC2 Buying organic food is under my
control.
PBC3* When I want to buy, it is also not easy
to buy organic food.
4
Intention to
buy organic
food
Int1
Next time at the market, I will most
likely buy organic vegetables and/or
fruits.
Int2 Next time at the market, I will most likely buy organic meat.
Int3 Anytime possible, I often have intention to buy organic food.
5 Perception of
modern self
Ms1 I like people who dress modern and
trendy. Developed
and
translated to
Vietnamese
by Nguyen
Thi Tuyet
Mai et al.
[2009],
Nguyen Thi
Tuyet Mai
et al. [2018]
Ms2 In my opinion, it is important to know how to enjoy life.
Ms3 I like modern lifestyles.
Ms4 I like to try new products/services.
Ms5 I see the changes making life more interesting
6 Perception of
traditional self
Ts1 I always try to live frugally.
Ts2 I feel cautious when buying and using
new products.
Ts3 I feel like it when enjoying traditional
15
No. Scale Encoded Content Author
forms of culture and arts
Ts4
In my opinion it is necessary to pay
attention to the evaluation of those
around you about yourself.
Ts5
In my opinion, it is very important to
follow and uphold traditional norms in
social relationships.
7 Environmental
concern
Ev1 I pay attention to the decrease of
environmental quality in Viet Nam. Developed
by Schultz et
al., [2004],
translated to
Vietnamese
by Pham Thi
Lan Huong
[2014]
Ev2 The environment in Vietnam is my top
concern.
Ev3 I am very concerned about Vietnam's
environmental protection.
Ev4
I always think about how to improve
the quality of Vietnamese
environment.
8 Health
consciousness
He1 I am concerned about my health.
Adjusted
from
Jayanti and
Burns
[1998]
He2 I am very conscious of my health.
He3 I am wary of changes in my health.
He4 I often understand my health status.
He5 I am responsible for my health status.
He6 I know about my health status at different times of the day.
9 Perception of price
Pri1 Organic food has high price Adjusted
from Lee
and Yun
[2014]
Pri2 Organic food is more expensive that
normal food
10 Relativism
Rel1 Clean or dirty [food] is only relative
The author
developed
from
qualitative
research
Rel2
From the past until now, people still
eat food [may be not organic] and they
are all good
Rel3 There are many reasons leading to illness, not just food
Rel4 When buying food I often do not pay
attention to whether it is organic food or not
11 Trust in brand Tru1 The features stated in organic food Adjusted
16
No. Scale Encoded Content Author
and
certification
labels is reliable from
Atkinson
and
Rosenthal
[2014]
Tru2
The features stated in organic food
labels is strictly produced and
censored
Tru3 The features stated in organic food labels comply with the law
Tru4 The features stated in organic food labels is true.
Source: consolidation of the author
3.3.3. Descriptive statistics of research sample
Of all samples with 336 consumers in Vietnamese rural areas, there are 213
females, accounting for 63,4%, 123 males, accounting for 36,6%. The survey subjects
have age level from 17 to 76 years old, age level from 35 years old and below
accounting for 61,16%. Number of people of working age with income from 18 to 60
years old accounting for up to 97%, in which the number of people with a stable
income i.e. after graduating from university to 60 years old accounting for 60,4%.
Education level from college / university graduate or higher accounting for up to
58.9%. The income of households in the sample is quite high, the income is above the
average accounting for 75.9%, there are 2 groups of from 15 to less than 20 million
and from 20 to less than 27 million [corresponding to the average income of General
Statistics Office of Vietnam] accounting for up to 53.9%.
CHAPTER 4: RESEARCH RESULTS
4.1. Reality attitude and intention to buy organic food of Vietnamese urban
consumers
Table 4-1: Descriptive statistics of observed variables in the scales of attitude towards
behavior and intention to buy organic food
Att1 Att2 Att3 Int1 Int2 Int3
N
Valid 336 336 336 336 336 336
Missing 0 0 0 0 0 0
Mean 5.125 5.122 3.851 4.813 4.414 4.369
Mode 6 6 4 4 4 4
Std. Deviation 1.3458 1.3908 1.5651 1.6071 1.6148 1.5799
Skewness -0.495 -0.561 0.009 -0.395 -0.225 -0.103
17
Std. Error of
Skewness
0.133 0.133 0.133 0.133 0.133 0.133
Kurtosis 0.097 0.044 -0.538 -0.514 -0.611 -0.601
Std. Error of
Kurtosis
0.265 0.265 0.265 0.265 0.265 0.265
Minimum 1 1 1 1 1 1
Maximum 7 7 7 7 7 7
Source: from the author’s investigative data
Table 4-2: Descriptive statistics of observed variables in the scales of intention to buy
organic food
Int1 Int2 Int3
N Valid 336 336 336
Missing 0 0 0
Mean 4.813 4.414 4.369
Mode 4 4 4
Std. Deviation 1.6071 1.6148 1.5799
Skewness -0.395 -0.225 -0.103
Std. Error of Skewness 0.133 0.133 0.133
Kurtosis -0.514 -0.611 -0.601
Std. Error of Kurtosis 0.265 0.265 0.265
Minimum 1 1 1
Maximum 7 7 7
Source: from the author’s investigative data
4.2. Value of convergence and differentiation
Table 4-4 KMO and Bartlett’s Test testing results
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .801
Bartlett's Test of Sphericity Approx. Chi-Square 3588.067
Df 300
Sig. .000
Source: analysis results from the author’s investigative data
18
Table 4-5: Rotated Factor Matrix
Factor
1 2 3 4 5 6 7
Ev1 .714
Ev2 .894
Ev3 .701
Ev4 .738
He1 .626
He2 .772
He3 .657
He4 .715
He5 .816
He6 .731
Ms1 .712
Ms2 .661
Ms3 .898
Ts3 .529
Ts4 .521
Ts5 .768
Rel1 .506
Rel2 .779
Rel4 -.237 .526
Pr1 .784
Pr2 .859
Tr1 .728
Tr2 .812
Tr3 .825
Tr4 .785
Source: analysis results from the author’s investigative data
4.3. Model and hypothesis testing results
Table 4-12: Suitability indicator of the model
Indicator Value
Chi-square/df 2.057
CFI 0.901
GFI 0.847
TLI 0.885
RMSEA 0.056
19
Pclose 0.016
Source: analysis results from the author’s investigative data
4.3.2. Model and hypothesis testing results
Table 4-13: Research model testing results
Impact Group 1
Dependent
variables
Independent
variables β, γ P-value
R2 of attitude 0.706
Att <--- He -0.106 0.31
Att <--- Ms 0.315 ***
Att <--- Ts 0.935 ***
Att <--- Ev -0.175 0.106
R2 of intention to buy 0.737
Int <--- att 0.191 0.015
Int <--- sn 0.284 0.001
Int <--- pbc 0.453 ***
Int <--- Pri 0.139 0.011
Int <--- Tr -0.035 0.509
Int <--- Rel -0.188 ***
Int <--- Tuoi -0.054 0.247
Int <--- Hoc_van 0.011 0.819
Int <--- TN_Gdinh 0.097 0.051
Int <--- Gioi 0.017 0.689
Source: analysis results from the author’s investigative data
20
Figure 4-1: Structural equation model
ns
ns
ns
ns
ns
ns
ns
.315***
.935***
R2 = .706
R2 = .737
.191*
.284**
*
.453***
.139*
-.188***
21
CHAPTER 5: DISCUSSION OF RESEARCH RESULTS
5.1. Summary of research results
Table 5.1: Conclusion of hypotheses
No. Encoded Conclusion No. Encoded Conclusion
1 H1 Accepted 6 H6 Rejected
2 H2 Accepted 7 H7a Accepted
3 H3 Accepted 8 H7b Accepted
4 H4 Rejected 9 H8 Rejected
5 H5 Rejected 10 H9 Accepted
Source: analysis results from the author’s investigative data
5.2. Discussion of results and some proposals, recommendations
5.2.1. Discussion of research results
5.2.1.1. About factors affecting attitude towards behaviour in buying organic food
With R2 = 0.706, it means that up to 70.6% of the change in attitude towards
behaviour in buying organic food of Vietnamese urban consumers is explained by
the model.
First: Environmental concern does not affect attitude. This result is not in
favour with the research by authors, such as: Schifferstein and Ophuist [1998]; Doorn
and Verhoef [2015]; Honkanen et al. [2006]; Magnusson et al. [2001]. However, this
results are relatively consistent with qualitative research results, when people joining
in-depth interview confirm that, environmental concern has little effect to their
behaviour in buying organic food.
Second: Health consciousness does not affect attitude. This result is not in
favour with qualitative research and the research by other authors, such as:
Nuttavuthisit and Thøgersen.,2017; Magnusson et al., 2001; Hsu et al., 2016; Garcia-
Yi, 2015; Hill and Lynchehaun, 2002. At the same time, research results is in favor
with research by: Pino et al., 2012; Doorn and Verhoef, 2015.
This is likely due to the research sample, as stated in the descriptive statistics
part, is a relatively young average age sample, so the health effects are probably not
their primary concern.
Third: Perception o
Các file đính kèm theo tài liệu này:
- factors_affecting_the_intention_to_buy_organic_food_of_vietn.pdf