Nhan to anh hu'dng den
hanh vi mua thi/c pham huU cof cua ngUofi tieu dung Ha Noi
PHAN THANH HC/NG' NGUYEN TCiCJNG MINH"
TRafCiNGDa"CTHAO-"
Tom tat
Nghiin cffu ndy tap trung tim hieu vi cdc nhdn to dnh hudng din hdnh vi mua thuc phdm hffu ca cda ngUdi tiiu dUng thdnh thi Viet Nam, dien Mnh Id tgi Hd Ndi. Kit qud nghiin cffu cho thdy, bii'n Su quan tdm tdi sffe khoe tdc dgng mgnh nhdt vd thuan chieu tdi thdi do cua ngudi tieu ddng vdi hdnh vi mua thffc phdm hffu ca. Dieu ndy chffng to ngUdi tieu diing mua thuc phdm hffu ca phdn ldn xudt phdt tff nhffng lo ldng cho sffe khoe. Dffng thff 2 Id six quan tdm tdi Moi trUdng, cud'i cUng Id Niem tin dd'i vdi nhdn hiiu.
Ttf khoa: thffc pham bdn trdn lan, thuc phdm hffu ca, thdi do cda ngUdi tiiu dimg Hd Ndi Summary
This study focuses on finding out the factors affecting the attitudes of Vietnamese urban consumers, typically In Hanoi. Research results show that the factor "Attention to health"
has the strongest impact on the attitudes of consumers to buy organic food. This proves that consumers who buy organic food mostly worry about health. The second factor is "Attention to environment", the final factor is "Trust for the brand".
Key words: suffused dirty food, organic food, attitudes of Hanoi consumers GlCfl THIEU
Trffdc thffc trang thffc pham ban trdn lan, thffc pham hffu cd dtfdc coi la mgt san pham thay thd dffdc ngffdi tieu diing thanh thi VietNam dac bidt quan tdm.Tuy nhien, trong thifc te' cd ra't nhidu hanh vi lam an gian ddi cua doanh nghiep, ngffdi ban thffc phim hffu cd bi phdt gidc, khid'n ngffdi tieu diing phan nao mat mem dn. Vi the', viec nghien cffu sff anh hffdng cua niem dn nhan hieu, stf quan tam tdi sffe khoe va sff quan tdm tdi mdi trffdng den hanh vi mua thffc phdm hffu cd cua ngtfdi tieu dflng, dien hinh tai Ha Ngi la ra't can thie't.
c a SCf LY THUYET vA MO HJNH NGHIEN CL/U
Cd sd ly thuyet ThUc phdm hdu ca
Thtfc phdm hffu cd la mdt khai niem ra ddi khd Idu d eac nffdc phtfdng Tdy tff nhtfng nam 40 eua the ky trtfdc (Klonsky
vd Tourte, 1998). Ddy Id mdt khai niem mang tinh he qua, tffe Id dtfdc dinh nghTa thdng qua mgt khai nidm khde. Theo do, thffc pham hiiu cd Id san pham cua ndng nghiep hffu cd.
Cdn theo Lien minh Qud'c td' cua Phong trdo ndng nghidp hffu cd (The Internadonal Federation of Organic Agriculture Movement - IFOAM), ndng nghidp hffu cd Id phffdng thffc san xud't ndng nghidp; tang cffdng sffe khde cua dd't, thffc vdt, ddng vdt vd con ngffdi; giup duy tri he sinh thai; dam bao stf cdng bang giffa con ngtfdi vd md'i quan he cua hg vdi nhffng sinh vdt khac; ngan ngffa rui ro dang ke bang each ap dung cac cdng nghd thich hdp va Ioai bo nhffng cdng nghe khdng thd kiem sodt.
Trong so'cac dac diem chinh cua chffng nhdn ndy td cd'm sff dung cac d^u vao hda hgc tdng hdp vd cung nhSm muc dich ngan ngffa d nhidm va suy thodi mdi trffdng (Niggli U., Andres C , Wilier H. va Baker B. P, 2017).
Thdi do ddi vdi hdnh vi mua thtie phdm hffu ca Thdi do vdi mgt hdnh vi mua dffdc Fishbein va Ajzen dinh nghia la tinh cam tich cffe hoac tieu ctfe cua cd nhdn ve thtfc hien mdt hanh vi cu the, thai do vdi hanh vi dtfdc do bang mffc do mdt ca nhan danh gia, xac dinh tan thanh hay khdng tan thanh vdi hdnh vi dd;
thai do la kd't qua cua cac niem tin vdi cac danh gid cHa
"Trifdng Dai hpc Lao dgng - Xa hoi
", "", Trifdng Dai hoc Thang Long
Ngdy nhgn bdi: 28/03/20!9: Ngdy phdn bien- 13/04/2019: Ngdy duyet ddng. 19/04/2019
27
HIMH: MO HINH NGHIEM C(Ja S v q u a
(He) va cvng.™
siic khiie 2009)
Sir quan iam tdi niOi trirjmg (En) (Mat va cO"g iir, 20011)
Ni^m tl 1 (Mil
11 vfio nha hieu (Tr) e. 2009)
Th&i a? d6) vdl lijinh vl mua Thif: pham hihj ca (At) (l-'hhbein vd Aizen. !075)
Mguon De xuat ciia n h o m lac gia
khach hdng (Ajzen, 1991; Ajzen vd Fishbein, 2005).
Nhtf vdy, thai do vdi hanh vi mua thtfc phd'm hitu cd cua ngtfdi tieu dung dtfdc dinh nghia la tinh cam tich Clfc hay tieu cffe cua ngffdi tieu dung doi vdi hanh vi mua thtfc phd'm hffu cd.
Sd quan tdm tdi moi trUdng
Tinh tff nhidn trong qud trinh san xud't the hidn qua vide khong sff dung cdc hda chd't ddc hai lam anh hffdng tdi mdi trtfdng la mgt trong cac nhan to tdc ddng manh va thuan chieu tdi hdnh vi mua thtfc pham hiJu cd cua ngtfdi deu dung (Sobhanifard, 2018).
Stf quan tdm tdi mdi trffdng thffdng ddng vai trd quan trgng trong quye't dinh mua thffc pham hffu cd ciia ngtfdi tieu diing (Hendrik N. J. Schifferstein, Peter A. M. Oude Ophuis, 1998).
Sti quan tam tdi sffe khoe
Ngffdi tieu dung thffdng nhdn thffe rang thffc phd'm htfu cd tdt cho sffe khoe hdn cdc san pham thffc pham thdng thffdng. Do do, sffe khoe la mdt trong cdc ddng life ehinh thuc day ngtfdi tidu dung mua thtfc pham hflu cd (Garcia-Yi, 2015).
Niem tin vdo nhan hieu cua thifc phdm hffu cd Nidm tin Id mdt trong cdc nhdn td tdc ddng manh nhd't va thuan chieu tdi hanh vi tieu dung thtfc phd'm hiJu cd (Sobhanifard, 2018). Cd the ndi, mem tin cua ngffdi deu dung la didu kien tien quye't dd xay dffng thi trtfdng cho cdc san pham, dac biet Id san phd'm thtfc phd'm htfu cd (Nuttavuthisit vd Thogersen, 2017).
X&y dtfng md hinh nghien ciJu
Tff nhffng nghien cffu trffdc dd, tdc gia xdy dtfng md hinh ffng dung sau:
F(Att) = f{Trust, Health, Envir) Trong dd:
Alt: La bidn phu thuOc, la thdi do ddi vdi hdnh vi mua thffc pham hffu cd, dffdc do bang 3 bid'n quan sat (Mua thffc pha'm hiili cd la mdt lffa chgn dung dan, ma hda Atl; Mua thffc pham hffu cd Id viec nen lam, ma hda At2; Theo tdi, mua thffc phd'm hffu ed la lffa chgn thdng minh, ma hda At3).
Trust; La bie'n ddc lap niem tin vdo nhan hieu va chffng nhdn, dffdc do bang 4 bien quan sat (Cdc dac diem dtfdc ghi trdn nhdn hieu thtfc pham hffu ed la dang dn cay, ma hda Tri; Cac dac diem dffdc ghi tren nhan
hi|u thtfe phd'm hu'u cd dffgc s^an ^^^l^^- kiem duyet nghiem ngat, ma hoa , Cdc dac didm dtfdc ghi tren nhan meu thtfc phdm hffu Cd ddu man thu theo quy dinh cua phap ludt, ma hda rr3; Cac d^c die'm dtfdc ghi trdn nhan hidu thffc pham hffu cd Id trung thffc, ma hda Tr4).
Health: La bidn ddc lap sff quan tam tdi stfe khde, dffdc do bang 6 bien quan sat (Tdi ra't quan tdm ldi stfe khde cua minh, ma hda Hel; Tdi rd't cd y thtfc ve stfe khde cua bdn than, ma hda^ He2; Toi canh gidc vdi nhtfng thay ddi ve sffe khoe eua minh, ma hda He3; Tdi thffdng hieu ro dnh trang stfe khde cua minh, ma hoa He4; Tdi cd trach nhiem vd tinh trang sffe khoe cua tdi, ma hda He5; Tdi bid't v6 tinh trang sffe khoe cua tdi d cdc thdi diem khae nhau trong ngdy, ma hda He6).
Envir: La bid'n ddc lap sff quan tarn tdi mdi trffdng, dffdc do bang 4 bien quan sdt (Tdi quan tdm de'n sff giam sut chat Iffdng mdi trffdng d Viet Nam, ma hoa En 1; Mdi trffdng d Viet Nam la md'i quan tdm hang dau cua tdi, ma hda En2; Toi rat quan tam vd viec bao ve mdi trffdng Vidt Nam, ma hda En3; Tdi ludn nghi den lam the nao de ndng cao cha't Iffdng mdi trtfdng Vidt Nam, ma hda En4).
Md hinh nghien ctfu dffdc dd xua't nhif Hinh.
Phffrfng phap nghien cu'u Sff dung phtfdng phap chgn mdu thuan tien,_ nhdm nghien cffu da pha tra 200 phieu, trong dd cd 100 phie'u tdi ngtfdi tieu dung d cac chd truydn thd'ng, 100 phieu cho ngffdi tidu diing d cac sieu thi.
Ket qua thu ve dffdc 200 phid'u, sau klii lgc cdc phie'u tra Idi khdng dat, cdn lai 168 phid'u du didu kidn dd dffa vdo phan dch. Trong 168 phid'u dffa vdo xu" ly, co 74 ngtfdi tra ldi Id nam, chie'm 44%; sd ntf la 94 ngudi, tifdng tfng vdi 56%. Dieu nay_la hdp Iy vi thtfdng nff gidi se di chd nhieu hdn nam gidi
Thang didm trong bdng hdi dffdc siJ dung theo thang diem Likert dtfdc ddnh 1= Rat khong dong y, mtfc 5 = Ra't ddna yUBd' Viet sff^,ung Cdch vie^TS phan theo chuan quoc te).
KET QUA NGHIEN cQu Kiem dinh thang do
Sau khi chay Factor loadino „- i -^
tra he so' Crorrbach's Alpha wl, ^^™
hien a B a n g l . Theo gia ,hr,'y6Hrc,*u'
28
J I I I I I
cd 2 nhan td' anh hffdng tdi thai do vdi hdnh vi mua thffe phdm hffu cd cua ngffdi tieu dung Hd Ndi. Kdt qua phan tich d Bang 1 cho tha'y, cdc bie'n quan sat da hgi tu ve hai nhdn td'.
Vdi he sd'Cronbaeb's Alpha cua cdc bien dde ldp, cung nhff phu thudc deu cao (tha'p nha't la cua bie'n phu thuoc thdi do vdi hanh vi mua thffc pham hffu cd, Cronbach's Alpha = .731, cao nhd't la cua bie'n ddc lap sff quan tdm tdi stfe khde, vdi Cronbach's Alpha = .870). Cdc he sd' Cronbach's Alpha cua cac bie'n quan sdt ddu nhd hdn he so' Cronbach's Alpha cua bidn tdng. Nhtf vay, cdc bien quan sdt deu ttfdng quan vdi nhau va giai thich td't bid'n tdng.
Kiem tra tinh tUOng quan giffa cdc biin doc lgp vd phu thuoc
Ke't qua kiem tra he sd' ttfdng quan nhtf Bang 2 cho thd'y, cdc bie'n dgc lap cd tffdng quan tdt vdi bien phu thudc.
Hd sd VIF cua hai bid'n ddc lap deu 10, ndn kd't ludn, khdng cd hien tffdng da cdng tuydn giffa cac bid'n ddc ldp.
Phdn tich hSi quy
Bang 3 cho tha'y, cdc he sd' hdi quy tirong md hinh, cdc hd so' hdi quy eua bid'n ddc ldp ddu cd y nghia d mffc 5%.
Phffdng trinh hdi quy bOi dtfdc viet lai nhtf sau:
Alt = 0.132*Trust + 0.261*Health + 0.198*Environment
KErLUANVAMgTS6KHUYEN NGHj Theo md hinh, bie'n ddc ldp stf quan tdm tdi sffe khoe tdc ddng manh nha't va thuan chieu tdi thai do cua ngtfdi deu diing vdi hdnh vi mua thtfc pham hffu cd.
Didu nay chffng td ngffdi tidu diing mua thffc phd'm hflu cd phan ldn xud't phdt tff nhffng lo lang cho sffe khde. Dffng thff 2 la stf quan tdm tdi mdi trtfdng, cud'i ciing Id niera dn dd'i vdi nhan hidu. Mac dil deu anh htfdng tdi thdi dd cua ngtfdi tidu , dung vdi hdnh vi mua thffc pham hffu cd, i nhtfng dffdng nhff ngffdi tieu dung khdng
; quan tdm nhidu tdi nhan hidu san phd'm.
• Vdi R^ dieu chinh chi d mffc 0.244%, nhtf vdy md hinh mdi chi giai thich dtfdc 24.4% stf bid'n thidn cua bie'n phu thudc.
Dtfa trdn ke't qua chay hdi quy, cac tac gia dtfa ra mgt sd'khuyd'n nghi nhff sau:
(i) Qua ket qua hdi quy, nhan to' anh i htfdng manh nhd't va thudn chidu tdi thai dQ dd'i vdi hanh vi mua thtfc pham hffu
BAMG 1: FACTOR LOADING vA CROtSBACH'S ALPHA Bi^n quan sat
Nh3n tS*
1 2 3
Cronbach's Alpha if item delete Cronbach'.^ Alpha (Niim tin vdo nhdn hieu) = .821
Cic dac diem difdc ghi tren nhan hieu thu'c pham hiJu cd la dang tin cay
Cac dac diem difdc ghi trfen nhan hiSu thu'c pham hilu CO difdc san xutft vh kiem duyet nghiem ngat Cac dac di^m du'dc ghi tren nhan hieu thUc ph^m hffu cd diu tu§n thii theo quy dinh cua phap luat C£c dac diera dffdc ghi trSn nhan hi6u thffc phim hffu cd la trung thffc
835 723 ,824 .810
.755 .812 765 765 Cronbach's Alpha (Suquan tam tdi siic khoe) = .870
Tdi rit quan t§m tdi sffe khoe cua minh TQi rat cd y thffc ve sffe khde ciia bSn th§n Toi canh giac vdi nhuhg thay 3&i v& sffe kho^ ciia rainh T6i thffdng hi^u ro tinh trang sffe khde cffa minh T6i cd trach nhiem ve tinh trang sffe khoe cua toi Tdi biet ve flnh trang sffe khoe cua toi d cac thdi diem khac nhau trong ngay
.622 .812 .777 .774 .747 .813
861 834 .845 ,849 .856 837 Cronbach's Alpha fSu quan tdm tdi mdi trudng) ~ .856
T6i quan tSm d^n sff giam sdt chtft Iffdng mdi trffdng d ViSt Nam
Mdl trffdng 6 Viet Nam lit md'i quan tam hang dau cua toi
Tdi rat quan tam vl vi&e bao v& mdi tnfdng Viet Nam Tdi ludn nghi den lam th6' n^o d^ nSng cao chat Iffdng mdl trffdng Viet Nam
.860 .829 802 .751
,815 .791 .819 ,840 Cronbach's Alpha (Thdi do vdi hdnh vi mua thuc phdm hilu cd) = . 731
Mua thffe ph^m hffu cd la mot lffa ehon diing dan Mua thffe ph^m hffu cd la viec nen lam Theo tdi, mua thffc p h ^ hiiU cd la lua ehon thdng minh
.750 .850 820
727 ,569 ,630 BANG 2; KIEM DINH TCfONG QGAN
Aver Trust
Aver Health Aver_
Environment Aver Alt
Pearson Correlation Sie, l"2-tailed) N
Pearson CoiTelation Sig, (2-taded) N
Pearson Correlation Sie (2-tailed) N
Pearson Correlation Sia (2-tailed) N
Aver_
Trust 1 168 ,223"
004 168 256"
.001 168 .282"
000 168
Aver_
Health
1 168 .379"
000 168 414"
.000 168
Aver„
Environment
I 168 390"
,000 168
Aver Att
1 168
**. Correlation is significant at the 0 01 level (2-tailed), BANG 3: KET QUA HOI QGY
1 (Constant) Aver Health
Unstandardized Coefficents B 1,415
132 .261 .198
Std. Error .329 .059 .067 061
Standardized Coeficients Beta
.156 .287 ,242
t 4.303 2 222 3 914 3.261
Sig.
.000 .028 ,000 001
Coliinearity Statistics Tolerance
.916 840 826 a Dependent Variable' Aver Att
VIF 1092 1.191 1,211
29
cd Id sff quan tam tdi sffe khde, day la mdt gdi y cho cac kd'hoach truyen thdng cua cdc doanh nghiep. Theo cdc tdc gia, cac thdng diep truyen thdng nen tap trung vao ldi ich sffe khoe cua thtfc pham htfu cd, nhtfng thdng diep, nhff: "Stf ltfa chgn vi sffe khde", "Td't cho sffe khde cua ban va gia dinh", "Cham sdc ngffdi thdn bang thffc phdm hffu cd"... se thu hut dffoc stf quan tdm ciia ngffdi tieu dung nhieu hdn, qua do kich thich hg chuyen sang tieu diing vd tieu dung nhidu hdn thffc pham hffu cd.
(ii) Niem tin vdo nhan hieu cung la mdt nhdn to tae dgng thudn chidu de'n thai do ddi vdi hdnh vi mua thffc pham hffu cd, tuy nhidn gid tri max cua eac bie'n quan sdt cila nhdn td' nay chi bdng 4, tffe Id khdng cd cau tra ldi ndo Id hoan toan ddng y vdi cdc nhan dinh vd nhan hidu. Dieu ndy chffng to, ngffdi tieu dung vin chffa hoan todn tin tffdng vao nhan hieu cua ngtfdi ban.
Thffc te', trong imh vffc thtfc pham hffu cd, cd ra't nhidu cdu chuyen da dffdc chia se tren cdc trang mang xa hgi va tren cde phtfdng tidn thdng tin chinh thd'ng vd cdc hdnh vi lam an gian dd'i cua cdc doanh nghiep, ngtfdi ban thffe pham hffu cd ndi rieng vd thtfc pham ndi chung, Nhtf vdy, ed the ndi ngtfdi tidu diing phan nao ma't niem tin vdi eac doanh nghidp, ngtfdi ban thtfc phd'm hffu cC. Thdng qua dd, hg cung md't nidm tin vao nhan hieu cua cac doanh nghidp ndy. Khuye'n nghi cho vd'n dd ndy la cac cd quan quan ly nha nffdc ndn cd nhffng bien phap quan ly hi?u hieu cdc thdng tm ghi trdn nhan hieu, bao bi, chtfng nhdn. Dong thdi.
cd cdc chd'tdi xff ly manh tay va rdt rao cac hanh vi Idm an gian dd'i nham vtfe day niem tin cua ngtfdi tieu dung. Qua dd, cdi thien thdi do cua ngffdi tieu dung dd'i vdi hanh vi mua vd thuc day ngffdi tidu diing tich ctfe tidu dung thtfc phdm hffu cd.
(iii) Nhan td' sff quan tam tdi mdi trffdng tdc dgng manh thtf hai va thuan chidu tdi thai do dd'i vdi hanh vi mua thffc pham hffu cd. Didu ndy the hien ngtfdi tieu dung thanh thi Viet Nam ngay cang quan tam hdn tdi mdi trffdng va coi dd la mdt ddng Iffc dd ra quye't dinh mua thffc pham hffu cd, ddy cd the coi la mdt xu htfdng tieu dung van minh. VI vdy, cdc doanh nghidp cOng nhff cac cd quan quan ly nhd ntfde nen chu y va tidp tuc truyen thdng nham khuyd'n khich, thdm chi d mdt mtfc dd cao hdn Id co vu ngtfdi tieu dung quan tdm hdn tdi mdi trffdng thdng qua tich effc tieu dung thffc pham hu\i cd.
Nhffng thdng diep truyen thdng mang tinh kd't nd'i gitfa tidu diing thffc pham hffu cd vdi bao ve mdi trtfdng va sff van minh, hidu bie't nhtf: "Bdo vd mdi trffdng la ngtfdi van minh" va "Tieu dung thffc pham hffu ed Id bao ve mdi trtfdng",. cdn dtfdc tich cffe truydn thdng tdi ngtfdi tieu dimg hdn ntta.O
_ _ T A L L I E U J r H A M K H A O _ .^
1. Ajzen, I. (1991). The Theory of Planned Behavior, Organizational Behavior and Human Decision Processes, 50
2. Ajzen, I. & Fishbein, M. (2005). The Influence of Attitudes on Behavior, access to https://
www.researchgate.net/publication/325114583
3. Hai, N. M., Moritaka, M, & Fukuda, S. (2013). Willmgness to Pay for Organic Vegetables in Vietnam: An Empirical Analysis m Hanoi capital. Journal Faculty of Agriculture Kyushu University, 58
4. Hendrik N. J. Schifferstein, Peter A. M. Oude Ophuis (1998). Health-related determinants of organic food consumption in The Netherlands, Food Quality and Preference, 9(3), 119-133
5. Jaqueline Garcia-Yi (2015). Willingness to pay for organic and fairtrade certified yellow chili peppers: Evidence from middle and high income districts in Lima, Peru, British Food Journal, 117(2), 929-942
6. Klonsky, K. & Tourte, L. (1998). Organic agricultural production in the United States:
Debates and directions, American Journal of Agricultural Economics, 80
7. K, Nuttavuthisit, J. Thogersen (2017). The importance of consumer trust for the emergence of a market for green products: The case of organic food, Journal of Business Ethics 140(2) 323-337
8. Mai, N. T. T., Smith, K. & Cao, J. R. (2009). Business Measurement of Modern and Traditional Self-Concepts in Asian Transitional Economies, Journal of Asia-Pacific Business, 10
9. Niggli U., Andres C , Wilier H. and Baker B. P. (2017). A Global Vision and Strategy for Organic Farming Research - Condensed version, Version February, 2017, TIPI - Technology Innovation Platform of IFOAM - Organies International, Research Institute of Organic Agriculture (FiBL), Frick, Switzeriand
10. Sobhanifard, Y. (2018). Hybrid modelling of the consumption of organic foods in Iran using explanatory factor analysis and an artificial neural network, British Food Journal, 120
