CÁC yếu tố ẢNH HƯỞNG đến QUYẾT ĐỊNH CHỌN MUA THỰC PHẨM hữu cơ tại THÀNH PHỐ hồ CHÍ MINH

1 BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH THÀNH PHỒ HỒ CHÍ MINH - LE LY HOANG KHA FACTORS AFFECTING THE DECISION TO BUY ORGANIC FOOD IN HO CHI MINH CITY COURSE REPORT BUSINESS RESEARCH METHODOLOGY Ho Chi Minh City, September 2021 BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH THÀNH PHỒ HỒ CHÍ MINH - LE LY HOANG KHA FACTORS AFFECTING THE DECISION TO CHOOSE ORGANIC FOOD IN HO CHI MINH CITY COURSE REPORT BUSINESS RESEARCH METHODOLOGY SCIENCE INSTRUCTOR: PhD HUYNH NHUT NGHIA Ho Chi Minh City, September 2021 COMMITMENT I hereby declare that this is my own research work The data and results stated in the report are honest and have never been published in any other works I hereby certify that any assistance in the preparation of this report thanks for the information cited in the report has been cited Student (Sign and write full name) Kha LE LY HOANG KHA THANKS I really appreciate PhD Huynh Nhut Nghia’s help with my course report There are no words to show my appreciation! In the past time, you have supported me with everything, from the first steps to forming a research topic until the last steps I don’t know how to express my thanks Thank you from the bottom of my heart for everything, you did help me a lot Also, I would like to thank my teammates: - Bui Quang Dang – International Business – Ho Chi Minh University of Economics and Finance - Ngo Thi Na – Business Administration – Ho Chi Minh University of Economics and Finance - To Huong Lan – Business Administration – Ho Chi Minh University of Economics and Finance To supported me in the past Author’s first and last name Le Ly Hoang Kha INDEX COMMITMENT THANKS INDEX ABSTRACT .7 LIST OF ACRONYMS LIST OF TABLES LIST OF CHARTS, GRAPHS, DIAGRAMS, PICTURES 10 CHAPTER 1: 11 INTRODUCTION TO RESEARCH 11 1.1 REASONS FOR CHOOSING THE TOPIC: 11 1.2 RESEARCH OBJECTIVE: .13 1.2.1 General Objective: 13 1.2.2 Detail Objective: 13 1.2.3 Research Questions: 13 1.3 BENEFICIARY AND SPHERE OF RESEARCH: 13 1.4 RESEARCH METHODS: 14 1.5 SIGNIFICANCE AND CONTRIBUTION OF THE RESEARCH: .14 1.6 STRUCTURE OF THE COURSE REPORT: 14 CHAPTER 2: 16 THEORETICAL FOUNDATIONS AND RESEARCH MODELS .16 2.1 THEORETICAL FOUNDATIONS 16 2.1.1 Organic food concept: 16 2.1.2 Concept of buying decision: .16 2.2 THEORETICAL BASIS: 17 2.2.1 Consumer behavior: 17 2.2.2 Maslow’s hierarchy of needs: 18 2.3 RELATED RESEARCHES: .19 2.3.1 Previous researches: 19 2.3.2 Previous research models: 20 2.4 PROPOSED RESEARCH MODEL: .21 2.4.1 Basic for proposing research model: 21 2.4.2 Research hypothesis: 23 CHAPTER 3: 26 RESEARCH DESIGN 26 3.1 RESEARCH PROCESS: 26 3.2 RESEARCH METHOD: 27 3.2.1 Qualitative research method: 27 3.2.2 Quantitative research method: 27 3.3 EXPRESSING AND ENCODING THE SCALE: 28 3.4 SAMPLES AND SAMPLING METHODS: 33 3.4.1 Sample: 33 3.5 DATA COLLECTION AND PROCESSING: 33 3.5.1 Evaluate the reliability of the scale: 33 3.5.2 EFA exploratory factor analysis: .34 3.5.3 Correlation analysis – regression: .35 3.6 PRELIMINARY RESULTS OF QUANTITATIVE RESEARCH: .36 CHAPTER 4: 39 RESEARCH RESULTS 39 4.1 A BRIEF INTRODUCTION TO ORGANIC FOOD: 39 4.2 STATISTICSOFF RESEARCH SAMPLES: 39 4.2.1 Survey results on gender: 40 4.2.2 Survey results on year of birth: 40 4.3 EVALUATE THE RELIABILITY OF THE SCALE: 41 4.3.1 Evaluation of the scale by Cronbach’s Alpha reliability coefficient: .41 4.3.2 EFA exploratory factor analysis: .46 CHAPTER 5: 52 CONCLUSION 52 5.1 CONCLUSION: 52 5.2 LIMITATIONS OF THE RESEARCH AND DIRECTIONS FOR FUTHER RESEARCH: .52 REFERENCES .53 APPENDIX 1: RESEARCH SURVEY TABLE 55 BY GOOGLE FORM .55 APPENDIX 2: PLELIMINARY RELIABILITY 58 ANALYSIS RESULTS 58 APPENDIX 3: RESULT OF FACTOR ANALYSIS 66 3.1 Appendix has 05 components: 66 3.2 Appendix has 02 components: 74 ABSTRACT Research report:” Factors Affecting Decision To Choose Organic Food In Ho Chi Minh City” was conducted to evaluate the factors affecting the decision to buy organic food in Ho Chi Minh City Based on the theory of consumer behavior combined with research The author's qualitative definition includes 08 independent variables: (1) Price, (2) Trademark, (3) Quality, (4) Knowledge of organic food, (5) Reference Group, (6) Confidence, (7) Food safety, (8) Environmental consciousness, and the dependent variable is the decision to buy organic food The author uses mixed methods including qualitative and quantitative research methods to conduct this study Qualitative research aims to clarify the meaning, confirm, correct and supplement observed variables measuring concepts in the theoretical research model Quantitative research was carried out with a sample of 114 customers who have ever or never bought organic food through a survey to evaluate the scale and assess the suitability of the research model After testing the reliability of Cronbach's Alpha, but when performing factor rotation, the independent variables not give the KMO index value, so it cannot be formally quantitative research In addition, the author also gave some limitations of the topic and suggested future research directions LIST OF ACRONYMS Abbreviation English ANOVA SPSS EFA KMO VIF Analysis of Variance Statistical Package for the Social Sciences Exploratory Factor Analysis Kaiser Mayer Olkin Variance inflation factor LIST OF TABL Table Summary of some relevant domestic and international research 19 Table 2 Summary table of research hypotheses of the author’s proposed model 25 Y Table The Price Scale .28 Table The Quality Scale 28 Table 3 The Trademark Scale 29 Table The Organic Food Knowledge Scale 30 Table The Reference Group Scale 30 Table The Confident Scale 31 Table The Food Safety Scale 31 Table The environmental consciousness of scale 32 Table The Buying Decision Scale 32 Table 10 The results of evaluating the reliability of the preliminary scale .36 Table Gender descriptive statistics table 40 Table Statistical table describing the year of birth 40 Table Results of product price scale reliability 41 Table 4 Results of quality scale reliability 42 Table Results of trademark scale reliability 42 Table Results of knowledge scale reliability 43 Table Results of reference group reliability 44 Table Results of confident reliability 44 Table Results of safety reliability 45 Table 10 Results of environmental consciousness reliability 46 Table 11 Results of buying decision reliability 46 Table 12KMO and Bartlett test results for independent variables 1st 47 Table 13 Rotated Component Matrix 48 10 LIST OF CHARTS, GRAPHS, DIAGRAMS, PICTURE Picture 1 Consumption of organic products in Viet Nam 2018 12 Y Picture Maslow Tower Of Needs 18 Picture 2 Proposed model to research the factors affecting consumers’ decision to buy organic food in Ho Chi Minh City 22 Picture Research process .26 CHAPTER 1: 68 Q1 I think organic food is of 933 high quality Q2 I think organic food has a higher quality than 899 conventional food Q3 Organic food avoids 937 health risks Q4 I think I am a quality food user when I use organic food Q5 Organic food with high nutritional value T1 Consumer experience 920 927 through trademark T2 Identify product through 657 the trademark T3 Trademark is the first choice T4 Believe in quality through 933 trademark T5 Satisfaction and brand 899 loyalty T6 Trademark represents a 937 lifestyle T7 This trademark gives me 920 promise T8 The trademark reminds me of an expert who knows 927 what I am doing K1 I am very knowledgeable 899 about organic food K2 Other people often consult me about organic 927 food K3 My understanding of organic food exceeds that of 920 my friends R1 Myself have time to research, consider buying 933 organic food or conventional food R2 Organic food 899 recommended by sale staff R3 My decision to buy organic food is influenced by 937 family members R4 Always choose and consume organic food 920 based on the advice of relatives and friend R5 Organic food is trusted by many people 927 69 C1 Trusted trademark 933 organic food C2 I think organic food stores are aware of their 899 responsibilities C3 I trust the quality of organic food with packaging 937 or logo C4 I trust organic food certification organizations C5 I trust certified organic food seller S1 I care about food safety 920 927 933 and hygiene S2 I am a person who is very conscious about food 899 hygiene and safety S3 I am always interested in 937 the origin of organic food S4 I am interested in organic food production line S5 I think organic food does not contain chemicals E1 I am very concerned 920 927 about environmental 933 pollution problems E2 I have a supportive attitude towards green 899 consumption E3 When I/my family have a choice between two products, we usually buy the product that is less harmful 937 to others and the environment E4 Environmental pollution improves when we act 920 together E5 I am willing to buy 927 organic food for the home Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Component Component Transformation Matrix 468 445 456 468 -.654 725 153 -.064 -.156 138 -.629 007 -.211 -.264 588 -.535 395 -.141 749 503 70 533 434 -.165 Extraction Method: Principal Component Analysis -.700 Rotation Method: Varimax with Kaiser Normalization 3.2 Appendix has 02 components: Correlation Matrixa a This matrix is not positive definite Communalities Initial P1 I think organic food is 1.000 very expensive P2 The price of organic food 1.000 is highly competitive P3 I am satisfied with the price paid when buying Extraction 500 653 1.000 851 1.000 605 1.000 843 1.000 500 1.000 653 1.000 851 1.000 605 1.000 843 1.000 504 1.000 431 1.000 294 1.000 500 1.000 653 organic food P4 The price of organic food matches the quality of the product P5 A fair price is very important to me when buying organic food Q1 I think organic food is of high quality Q2 I think organic food has a higher quality than conventional food Q3 Organic food avoids health risks Q4 I think I am a quality food user when I use organic food Q5 Organic food with high nutritional value T1 Consumer experience through trademark T2 Identify product through the trademark T3 Trademark is the first choice T4 Believe in quality through trademark T5 Satisfaction and brand loyalty -.101 71 T6 Trademark represents a lifestyle T7 This trademark gives me promise T8 The trademark reminds me of an expert who knows what I am doing K1 I am very knowledgeable about organic food K2 Other people often consult me about organic 1.000 851 1.000 605 1.000 843 1.000 653 1.000 843 1.000 605 1.000 500 1.000 653 1.000 851 1.000 605 1.000 843 1.000 500 1.000 653 1.000 851 1.000 605 1.000 843 1.000 500 1.000 653 1.000 851 1.000 605 food K3 My understanding of organic food exceeds that of my friends R1 Myself have time to research, consider buying organic food or conventional food R2 Organic food recommended by sale staff R3 My decision to buy organic food is influenced by family members R4 Always choose and consume organic food based on the advice of relatives and friend R5 Organic food is trusted by many people C1 Trusted trademark organic food C2 I think organic food stores are aware of their responsibilities C3 I trust the quality of organic food with packaging or logo C4 I trust organic food certification organizations C5 I trust certified organic food seller S1 I care about food safety and hygiene S2 I am a person who is very conscious about food hygiene and safety S3 I am always interested in the origin of organic food S4 I am interested in organic food production line 72 S5 I think organic food does not contain chemicals E1 I am very concerned about environmental 1.000 843 1.000 500 1.000 653 1.000 851 1.000 605 pollution problems E2 I have a supportive attitude towards green consumption E3 When I/my family have a choice between two products, we usually buy the product that is less harmful to others and the environment E4 Environmental pollution improves when we act together E5 I am willing to buy 1.000 843 organic food for the home Extraction Method: Principal Component Analysis Component Matrixa Component P1 I think organic food is 698 very expensive P2 The price of organic food 807 is highly competitive P3 I am satisfied with the price paid when buying 715 583 organic food P4 The price of organic food matches the quality of the 768 product P5 A fair price is very important to me when buying organic food Q1 I think organic food is of high quality Q2 I think organic food has a higher quality than conventional food Q3 Organic food avoids health risks 761 -.513 698 807 715 583 73 Q4 I think I am a quality food user when I use organic food Q5 Organic food with high nutritional value T1 Consumer experience through trademark T2 Identify product through the trademark T3 Trademark is the first choice T4 Believe in quality through trademark T5 Satisfaction and brand loyalty T6 Trademark represents a lifestyle T7 This trademark gives me promise T8 The trademark reminds me of an expert who knows what I am doing K1 I am very knowledgeable about organic food K2 Other people often consult me about organic 768 761 -.513 708 505 698 807 715 583 768 761 -.513 807 761 -.513 food K3 My understanding of organic food exceeds that of 768 my friends R1 Myself have time to research, consider buying organic food or conventional food R2 Organic food recommended by sale staff R3 My decision to buy organic food is influenced by 698 807 715 583 family members R4 Always choose and consume organic food based on the advice of relatives and friend R5 Organic food is trusted by many people C1 Trusted trademark organic food C2 I think organic food stores are aware of their responsibilities 768 761 698 807 -.513 74 C3 I trust the quality of organic food with packaging or logo C4 I trust organic food certification organizations C5 I trust certified organic food seller S1 I care about food safety and hygiene S2 I am a person who is very conscious about food hygiene and safety S3 I am always interested in the origin of organic food S4 I am interested in organic food production line S5 I think organic food does not contain chemicals E1 I am very concerned about environmental 715 583 768 761 -.513 698 807 715 583 768 761 -.513 698 pollution problems E2 I have a supportive attitude towards green 807 consumption E3 When I/my family have a choice between two products, we usually buy the product that is less harmful 715 583 to others and the environment E4 Environmental pollution improves when we act 768 together E5 I am willing to buy 761 -.513 organic food for the home Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrixa Component P1 I think organic food is 603 very expensive P2 The price of organic food 641 is highly competitive P3 I am satisfied with the price paid when buying organic food 909 75 P4 The price of organic food matches the quality of the 598 product P5 A fair price is very important to me when buying organic food Q1 I think organic food is of high quality Q2 I think organic food has a higher quality than 912 603 641 conventional food Q3 Organic food avoids 909 health risks Q4 I think I am a quality food user when I use organic food Q5 Organic food with high nutritional value T1 Consumer experience through trademark T2 Identify product through 598 912 572 647 the trademark T3 Trademark is the first choice T4 Believe in quality through trademark T5 Satisfaction and brand loyalty T6 Trademark represents a 502 603 641 909 lifestyle T7 This trademark gives me 598 promise T8 The trademark reminds me of an expert who knows what I am doing K1 I am very knowledgeable about organic food K2 Other people often consult me about organic 912 641 912 food K3 My understanding of organic food exceeds that of 598 my friends R1 Myself have time to research, consider buying organic food or conventional food R2 Organic food recommended by sale staff R3 My decision to buy organic food is influenced by family members 603 641 909 76 R4 Always choose and consume organic food 598 based on the advice of relatives and friend R5 Organic food is trusted by many people C1 Trusted trademark organic food C2 I think organic food stores are aware of their 912 603 641 responsibilities C3 I trust the quality of organic food with packaging 909 or logo C4 I trust organic food certification organizations C5 I trust certified organic food seller S1 I care about food safety and hygiene S2 I am a person who is very conscious about food 598 912 603 641 hygiene and safety S3 I am always interested in 909 the origin of organic food S4 I am interested in organic food production line S5 I think organic food does not contain chemicals E1 I am very concerned about environmental 598 912 603 pollution problems E2 I have a supportive attitude towards green 641 consumption E3 When I/my family have a choice between two products, we usually buy the product that is less harmful 909 to others and the environment E4 Environmental pollution improves when we act 598 together E5 I am willing to buy 912 organic food for the home Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 77 Component Transformation Matrix Component 757 654 -.654 757 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization ... ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH THÀNH PHỒ HỒ CHÍ MINH - LE LY HOANG KHA FACTORS AFFECTING THE DECISION TO CHOOSE ORGANIC FOOD IN HO CHI MINH CITY COURSE REPORT BUSINESS RESEARCH... với SPSS NXB Hồng Đức Nguyen Dinh Tho (2011) Phương pháp nghiên cứu khoa học kinh doanh NXB Lao Động Xã Hội Organica (2019, 02 26) Thực phẩm hữu (Organic) gì? Chúng khác với thực phẩm thường?... F., & Miniard, P W (2006) Consumer Behavior NewYork: Thomson South-western Fimexco (n.d.) THỰC PHẨM HỮU CƠ (ORGANIC FOOD) LÀ GÌ? Retrieved from FIMEXCO: http://fimexco.com.vn/thuc-pham-huu-co-organic-food-la-gi/