Nghien cứu cac nhan tố tac dộng dến y dịnh mua thực phẩm an toan

Part I: The authors’ information MA Trinh Thi Thu Huyen, Lecturer of Hong Duc University MA Nguyen Ngan Ha, Lecturer of Hong Duc University Phone number: 0912.384.406 (Ms Huyen) Mail: thuhuyendhhd81@gmail.com Part II: The study Factors affecting purchase intention of organic foods of consumers in Thanh Hoa city Abstract Over the last decades, economic integration brings golden opportunities to national development, that ensuring people’s right and benefits concretizes the destination of development In Viet Nam, foods insecurity have suffused and been out of control, however involving in international economy is a remarkable step for businesses in food industry taking advantages in improving and confronting competitive pressure, so that being more environmentally friendly and beneficial for consumers In that terms, businesses or food distributors definitely must relying on consumers’ behavior, especially their purchasing intention in order to create reasonable strategy for food safety business Therefore, this study is about the discoveries on factor impacting purchasing intention of organic foods Through the survey with a set of questions for 200 consumers in Thanh Hoa city, the authors use quantitative research method to indicates six groups of factor including health consciousness, quality perception, environmental attention, price perception, mass media and social influences impacting on intention of purchasing food safety of consumers in Thanh Hoa city Keywords: Purchase intention of consumers, organic foods, food safety 1.Introduction Food insecurity is one of causes leading to diseases and harm to people’s health The fact is that recently, food insecure has increasingly common; farmers as well as enterprises with the aim of profit have not focused on food safety, people health and environment The improper uses of unsafe additives, preservatives, flavor and coloring gradually pollute environment and cause confusion to Vietnamese consumers In terms of global integration, foreign goods will increasingly overflow into Viet Nam market, especially when involved in TPP, the majority of consumers will have more chances to use foreign good products with lower price and higher quality This chance nevertheless requires domestic businesses shifting their production modes, product composition and distribution methods towards environmental friendly and being beneficial for consumers, this leading to food enterprises could enhancing their competitive ability In order to bringing out the best strategy of organic business, businesses or distribution in food industry must relying on consumers’ behavior, especially their buying decision Based on consumers’ buying intention, production – business in food industry will interpret in consumer’s behavior and their perception (Magistris and Gracia, 2008) In terms of this study, the authors examine consumer's intention of buying food safety in Thanh Hoa city in order to have a clear view of different degree of influences on buying intention of foods safety in Thanh Hoa city Content 2.1 Literature review Organic foods are produced by the natural system in order to push psychological circle and reduce pollution as well as providing safe and fresh environment for animals, plants and farmers (Winter and Davis, 2006) Food safety is raised and produced without the use of artificial fats, pesticides, grow- up pills, weight gain drugs and genetically modified substances; so as to insure the integrity of the output (Perry and Schultz, 2005) According to Food Safety Law of Viet Nam (Law number 55/2010/QH12), food safety is products that are not harmful to people’s health and their daily lives Along with, Food Safety Standards Association prescribes that organic food products are raised and growth in fresh environment, specifically, fruit trees are not nourished in condition of toxic wastewater, that are given no antibiotics or growth hormones In the market economy, the vast majority of products, which are delivered to consumers to meet their demand, must be through shopping channels Purchasing intentions is indicated to be one of factors impacting on consumers’ buying decisions (Vu Huy Thong, 2010 and Ajzen, 1991); intention is a motivating factor that prompts individuals being willing to perform a behavior Moreover, satisfaction or non-satisfaction after buying will have an effect on the consequent purchasing behavior of consumers (Blackwell, et al., 2001) Intention of buying food safety is personal capacity and will in spending their favourite in purchasing food safety rather than normal foods Generally, consumers’ decision in buying organic foods is affected by popular brands and their sense of security Consumer’s intention possibly is formed by factors such as expecting incomes, expecting prices and tools of expecting products According to Fishbein and Ajen (1975), Theory of Reasoned Actions (TRA) is established like a turning point to deal with issues relating to people behavior in general In short, the main TRA assumption is that people wil engage in behavior when they have a high intention or motivation There have been many studies that explain behavior manipulating TRA also other theories of behavior Nevertherless, TRA interprets in explaining people behavior through their motivation of action In terms of this study, the authors utilize TRA in investigating consumer’s intention of behavior Attitude Behavior intention Behavior Subjective norm Picture 1: Model of TRA (Source: Fishbein and Ajen, 1975) Fishbein and Ajen (1975), attitude are defined as a personal general view of agreement or disagreement with specific behavior Subjective norm is defined as a personal perception about almost significant others think he/she should or should not perform this behavior Based on TRA, in terms of studying on purchasing intention of organic food products in Thanh Hoa city, the authors utilize the research model of Le Thuy Huong (2015) to evaluate behavior intention Product availability Environmental attention Price perception Quality perception Health consciousness Mass media Purchase intention of organic foods Social influence Picture 2: Model manipulating intention of organic food products Buying intention of food safety is defined as personal ability and willingness to give preference to organic food products over conventional products in their purchase considerations (Nik Abdul Rashid, 2009) Health consciousness is the good state of physical health, mental well-being and happiness, not merely the absense of disease or illness (WHO, 1948) Quality perception of organic foods is consumer’s knowledge and the trust of consumers on foods’ quality (Olson, 1977) Environmental attention is the awakening and awareness of consumers about environment being endangered and natural resources being dwindled (Kalafatis et al., 2001) Product availability is the appearance of food products in market systems and tradditional retail stores (Dettman and Dimitric, 2007) Price perception is whether the amount of money paid to get products high or low (Phillip et al., 2001) Social influences arre friends’ influences on behavior aspect of consumers, individual standards and value (Bindah and Othman, 2012) Mass media is any opportunity for readers, viewers and listeners to get information from media facilities (Schultz and Lauterborul, 1993) Scale applied in the model is described in Appendix A 2.2 Research methodology This paper employs quantitative research method in order to descriptive statistics and determine influence of factors on purchase intention of organic food products in Thanh Hoa city At present, according to other studies, the appropriate sample size is not clearly determined In addition, sample size depends on estimated method applied in specific research Along with, Williams et al., (2010) points out that sample data is appropriate for analyzing in condition that the size of sample is more than 100 and the proportion of sample scale and observed variables is from 3:1 to 20:1 Survey model of this paper includes independent factors and dependent factor with 30 observed variables Based on this condition, the authors implement survey research in Thanh Hoa city, from May, 13th to May, 23th by questionnaire for 210 consumers living in Thanh Hoa city Nevertheless, votes collected are 200 which is satisfied the condition of sample size Descriptive statistics of observed sample is illustrated on Table Table 1: Descriptive statistics of information of research sample Gender Marriage status Jobs Age Income Observed variables Male Female Single Married State officer Business Freelance Farmers Householder Others Under 30 From 30 to 40 From 40 to 50 Above 50 Under millions VND From to 10 millions VND From 10 to 15 millions VND Above 15 millions VND Votes 67 133 50 150 55 22 35 29 17 42 42 122 33 39 98 48 15 Rate (%) 33,5 66,5 25 75 27,5 11 17,5 14,5 8,5 21 21 61 16,5 1,5 19,5 49 24 7,5 One of measurement models, which is commonly applied in quantitative research the most, is Likert scale This scale comprises popular degrees from to on the side of finding out degree of respondents’ evaluation Therefore, questionnaire is designed beginning at standing for “Strongly disagree” and ending at standing for “Strongly agree” 2.3 Research results 2.3.1 Descriptive statistics of research variables Result of descriptive statistics of research variables shows that the answers of questionnaire states are diversified Mean of research variables is considerably different, for this reason, it is proved that there have a distintive evaluation of variables’ significance In terms of research variables, all consumers have the health consciousness, they evaluate mean of variable “Health consciousness” at highest level (4.3); however “Product availability” of food safety is rated at lowest level (2,09) Notwithstanding, organic food products in Thanh Hoa city are “rare” in the view of consumers Thanh Hoa is the populous province and ranked at the Grade – urban, on the contrary, people’ lives have just improved and innovated gradually Purchasing intention of organic foods is not popularly concerned, this counting for mean of agreement degree of buying intention of food safety is just above average (3,88) Information of organic foods on public media is not highly evaluated (3,16) Other variables are also rated at above average level Table 2: Mean values of variables’ studied groups Health Quality Environmental consciousness perception Valid Availablity attention Price Mass media perception Social Purchase influences intention 200 200 200 200 199 200 200 200 0 0 0 4.3058 4.1875 4.2933 2.0950 3.5675 3.1650 3.5367 3.8883 Minimum 1.67 2.00 2.00 1.00 1.00 1.00 1.00 1.67 Maximum 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 N Missing Mean (Source: Processed survey data) 2.3.1 Exploring factor analysis KMO and Bartlett Test In order to apply factor analysis technique, testing sample quantity is implemented to ensure the relevance to this technique, in another words, sample scale must be adequate William, et al (2010) assumes that if 0,5 ≤ KMO ≤ 1, factor analysis is appropriate due to it indicating an adequate number of observed variables to create a factor In addition to this, Bartless test has significant statistic (Sig ≤ 0,05) proving that observed variables are relative to each other in overall Table 3: KMO and Bartlett Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Df Sphericity Sig .817 2525.714 300 000 (Source: Processed survey data) Test results (seen on table 3) illustrate that data base is totally relevant owing to test value reaching 0,817 with 99% significant statistic That means this study totally applying factor analysis technique because sample scale is relevant and adequate Exploring factor analysis (EFA) Results seen on Table show the discrepancy between the theory and the fact In specific, varible “Product availabiity” of foods safety has load factor lower than 0,5, thus this variable is eliminated because there is insufficent basis to determine the impact of “Product availabiity” of organic foods on buying motivation In fact, by survey, although “Product availabiity” of organic foods is minor, consumers evenly have a motivation to buy them Notwithstanding, if availability of foods safety decreases, it would not change consumers’ intention to buy their needs Moreover, other variables is also eliminated from factor group due to insufficient requirement Results run exploring factor are represented on Appendix B Table 4: Results of exploring factor analysis after variable elimination Always see information of FS on paper, journals, Always see information of FS on TV Always see Ads of FS Always see information of FS on internet FS is expensive than conventional foods FS price is high Consumers always buy foods at best price Always pay higher for FS Always try healthy foods Health is important Always take care of health Need to eat healthy foods Always share information of FS to friends Buying decision of FS is affected by friends 877 835 822 742 Component 877 876 807 717 759 753 728 640 787 776 People around have an effect on selection of FS FS has higher quality than conventional foods FS is highly quality FS is not harmful to people health Using FS help to raise living quality Encourge family and friends to join in protecting environment Make a significant contribution to environmental protection Environmental pollution is hindered only when people all preserve environment Eigenvalues Variance Extracted (%) 774 779 742 713 509 784 706 679 6,96 27,8 3,55 2,36 1,44 1,36 1,15 42,1 51,5 57,3 62,7 67,3 (Source: Processed survey data) Table represents factor analysis’s results of factors affecting buying intention of organic foods The results have factors with Eigenvalue satisfying condition at more than Simultaneously, Relability coefficient counting for factor also meets a requirement at more than 50% Assessing the credibility of exploring factors In order to assess the credibility of variables, the authors applies realiability coefficient method – Cronbach Alpha According to Hair (1995), variables’ coefficient is considered as degree which due to this, variables’ measurement does not meet errors and interview’s result is accurate and appropriate to the reality This coefficient is a statistical test of the tight degree that items in scale are interrelated The coeffient α of Cronbach’s indicates that whether the measurement in scale is affiliated or not In conjunction with prior study, Kline (1998) implies that standards of Cronbach’s Alpha is more than 0,7 and realiability coefficient is more than 0,3 Coefficient of exploring factors are specifically represented on Appendix B By assessing the credibility, the sum of variables of each observed group also has α > 0,7 and affiliation coefficient of each variable is more than 0,3 Consequently, survey data has the credibility and is interrelated (Appendix B) 2.3.2 Determining influence of factors on consumers’ intention to buy organic food products in Thanh Hoa city In this study, in order to evaluate the impact degree of each factor on consumers’ intention to buy foods safety in Thanh Hoa city, the authors applied Multiple Linear Regression Analysis model of SPSS software In this model, factors of above group is independent and Purchase intention of organic foods is dependent (Results showed on Table 5) In terms of variable “Product availabiity” of organic foods, the influent degree on consumers’ intention determined has sig = 0.62 (sig > 0,05), thus, this variable is not statistically significant and as well, the influence is not determined Resultantly, the model remains factors Table 5: Determining the appropriate coefficient of the model R R 706a 498 R2 adjusted 482 F shifted df df2 Sig F DurbinWatson 52214 19 0.000 1.743 (Source: Processed survey data) Results illustrates that Significant degree is infinitesimal 0,0000 and determined coefficient R2 = 0,498 or adjusted R2 = 0,482, that evidently show the relevance of model, meaning that the movement of consumers’ intention to buy organic foods is demonstrated by groups of variables Table 6: Regression results Model (Constant) F1 F2 F3 F4 F5 F6 Unstandardized Standardized Coefficients Coefficients B Std Error Beta 114 357 212 088 173 285 081 231 196 077 154 -.108 047 -.124 195 044 265 168 056 190 t 319 2.410 3.508 2.545 -2.275 4.377 3.001 Sig .750 017 001 012 024 000 003 (Source: Processed survey data) Assume: Y: purchase intention of organic foods of consumers in Thanh Hoa city F1: Health consciousness F2: Quality perception F3: Environmental attention F4: Price perception F5: Mass media F6: Social influence Regression Equation is formulated as: Y = 0,114 + 0,173 F1 + 0,231 F2 + 0,154 F3 - 0,124 F4 + 0,265 F5+ 0,190 F6 +ui Results also demonstrate significant value of factors are small (