Food is a source of nutrients for the development of the body, ensuring human health, but it is also a source of disease if not ensured food hygiene and safety. No food is considered to have nutritional value if it is not safe for the body. Thus, if the food is not hygienic, it will adversely affect human health. Food hygiene and safety is a hot issue of social concern. Especially for foods that are used frequently in the familys daily meals such as pork. The work of ensuring food hygiene and safety of pork is a matter of concern to Duc Giang ward. To limit the problems of food hygiene and safety, consumers need to be aware of protecting their own health by raising awareness about food safety in pork. From that situation, I chose to research the topic: Study on consumer behavior of pork in Thai Thuong commune, Thai Thuy district, Thai Binh province. Research objectives of the topic: (1) Contributing to systematize the theoretical and practical basis of food hygiene and safety for pork, household consumption behavior of pork; (2) Evaluation and analysis of the current status of household consumption behavior on pork in Thai Thuong commune, Thai Thuy district, Thai Binh province; (3) Analysis of factors affecting the pork consumption behavior of local households; (4) Proposing some orientations and solutions to raise awareness and consumption behavior of households about pork in the coming time. In the process of implementing the topic, I used the method of collecting secondary information from data reports of Thai Thuong Commune Peoples Committee, books, newspapers, internet,... Collecting primary information by interview questionnaires to consult pork consumers on issues related to pork consumption behavior. Using descriptive statistics and comparative methods for analysis, using excel software to process data. The indicator system includes the status of consumption behavior of households and factors affecting the consumption behavior of pork of households in the study area. In the research results section, I have clearly presented the research results on the current situation of consumption and behavior of households on current porkrelated issues in the commune. Actual situation of consumption situation and awareness in meat selection and processing as well as households behavior during the outbreak of pork disease and Covid19 epidemic.. Factors affecting meat consumption behavior pig. From there, propose solutions to raise awareness and behavior of pork consumption in Thai Thuong commune. The last part is the conclusion on the behavior of pork consumers and recommendations to improve the awareness of households about pork consumption in the commune.
INTRODUCTION
The rationale of the study
Pork is the primary protein source in the daily diets of Vietnamese people, making up 65 to 70 percent of their meal composition, as reported by the Ministry of Agriculture and Rural Development In contrast, poultry contributes only 15 to 20 percent, with beef and seafood comprising the remainder of their dietary intake.
A study by the National Institute of Nutrition reveals a rising trend in pork consumption among the Vietnamese population, with individuals consuming an average of 85 grams of pork daily In contrast, the intake of fish and seafood is significantly lower, at only 50 grams per person each day (Quang, 2020).
Pork products play a crucial role in daily diets, being a staple in many households due to their balanced nutritional value and versatility in cooking They can be used in a variety of dishes and are generally priced affordably for consumers Additionally, as the economy grows and per capita income rises, consumer demand for pork continues to evolve.
Thai Thuong commune, while relatively small in size within Thai Thuy district, has a large population with a growing demand for food As a coastal area, seafood is readily available; however, the demand for pork products remains significant The complex epidemic has impacted consumer sentiment, leading to a supply of pork that exceeds local needs, resulting in consistently high prices compared to previous years Consequently, residents face challenges in selecting safe and hygienic food options to safeguard their family's health.
In response to the practical situation, I conducted a research study titled "Pork Consumption Behavior of Households in Thai Thuong Commune, Thai Thuy District, Thai Binh Province." This study aims to gain insights into the consumption behavior of households and to analyze the factors influencing pork consumption in the Thai Thuong commune.
Research objectives
This article evaluates the pork consumption habits of households in Thuong commune, Thai Thuy district, Thai Binh province, and suggests strategies to enhance these consumption behaviors in the future.
(1) To systemize theoretical and practical basic about pork consumption behavior of households;
(2) To assess the current situation of pork consumption behavior of households in Thai Thuong commune, Thai Thuy district, Thai Binh province;
(3) To analyze factors affecting the pork consumption behavior of households in Thai Thuong commnune, Thai Thuy district, Thai Binh province;
(4) To propose some solutions to improve the consumption of pork by households in Thai Thuong commune, Thai Thuy district, Thai Binh province.
Research objects and scope
- Research object: the topic focuses on studying the situation of pork consumption behavior of households in Thai Thuong commune, Thai Thuy district, Thai Binh province
- Survey object: households consuming pork in Thai Thuong commune, Thai Thuy district, Thai Binh province
Research on pork consumption behavior of households in Thai Thuong commune, Thai Thuy district, Thai Binh province
Research topic within Thai Thuong commune, Thai Thuy district, Thai Binh province
Collecting secondary data to analyze the socio-economic situation over 3 years 2019-2021
Research and survey 40 households consuming pork in the commune from27/12/2021 to 12/02/2022
THEORETICAL AND PRACTICAL FRAMEWORK
Theoretical framework about consumption behavior
Behavior, in the realms of biology and psychology, refers to the outward expression of an individual's thoughts through their actions and gestures, as well as their emotional states in specific situations over time.
Behavior, a concept rooted in psychology, pertains to economic activities such as consumer and producer behavior In economics, this term highlights the motivations, methods, and goals behind economic activities When examining a broader system like the economy, we refer to it as operation, focusing on its functionality and dynamics.
Consumption plays a crucial role in utilizing material resources, such as goods and services, generated during the production process to meet societal needs It serves as a vital phase in the reproduction cycle and acts as a driving force that stimulates production growth.
Consumption serves as the foundation of all human economic activity, driving individuals to take action to fulfill their desires Ultimately, the outcome of these efforts is consumption, which reflects the satisfaction of human wants and needs.
According to economist Adam Smith, "consumption is the sole purpose of all production." This means that the production of goods and services depends on the level of consumption
According to Kotler &Levy, consumer behaviors are the specific behaviors of an individual when making decisions about buying, using, and disposing of a product or service.[ CITATION Han191 \l 1066 ]
Consumer behavior refers to the processes consumers go through and the reactions they have to a product or service.[ CITATION Han191 \l 1066 ]
Consumers identify their needs and desires, engaging in a systematic process to fulfill them This journey, known as consumer behavior, encompasses various aspects such as the types of products bought, the spending amounts, the frequency of purchases, and the factors that influence their buying decisions (Szwacka-Mokrzycka, 2015).
Consumer behavior is an ongoing process that includes being aware of needs, finding information, evaluating and selecting solutions, choosing stores, shopping, and the shopping process (Loudon et al., 1993).
Consumer behavior encompasses all activities associated with the search, acquisition, use, and disposal of products and services This includes the decision-making processes that occur before, during, and after these actions, highlighting the comprehensive nature of consumer interactions with goods and services (Engel et al, 2005).
Consumer behavior in marketing refers to how individuals make purchasing decisions influenced by internal psychological factors and external stimuli Businesses analyze consumer behavior to identify their target audience, understand their buying motivations, preferences, and shopping habits, and determine when and where they are likely to make purchases This insight helps organizations tailor their strategies to meet customer needs effectively.
2.1.1.4 Concept of food safety and hygiene
Food is a product that people eat, drink in fresh form or have been prepared,processed, preserved Food does not include cosmetics, tobacco, and substances used as pharmaceuticals.[ CITATION Oan221 \l 1066 ]
Food hygiene refers to the scientific principles ensuring that food is free from pathogenic microorganisms and toxins It encompasses various practices related to the safe storage and processing of food to maintain its cleanliness and safety.
Food safety refers to the prevention of foodborne illnesses in humans, which can arise not only from microorganisms but also from chemical and physical contaminants It is essential to recognize that the risk of food poisoning extends beyond the final product, encompassing the entire pre-harvest production process.
Food safety and hygiene are essential throughout all stages of the food supply chain, including production, processing, storage, distribution, and consumption, to ensure that food is clean and safe for consumers This critical responsibility involves collaboration across various sectors, including industry, veterinary services, food processing facilities, health organizations, and consumers themselves.
There are basically four types of consumer behavior based on the level of buyer engagement and the differences of brand.
Complex buying behavior arises especially when consumers are purchasing high-cost items In these rare transactions, consumers exhibit significant involvement in their decision-making process They tend to conduct extensive research prior to making a commitment When the perceived risk associated with a product is substantial, consumers often seek advice from friends, family, and experts before finalizing their choice.
In dissonance-reducing buying behavior, consumer involvement is significantly heightened due to factors such as high prices and infrequent purchases This scenario often leads to a limited range of choices with minimal differentiation among brands Consequently, consumers tend to select readily available products, facing restricted decision-making options As a result, time constraints and budget limitations compel consumers to make purchases with minimal research, ultimately influencing their buying decisions.
Habitual Buying Behavior occurs when consumers exhibit low involvement in their purchase decisions, often perceiving minimal differences between brands In their daily routines, consumers tend to make quick decisions, opting for their preferred brand, a familiar product, the one readily available, or the most affordable option.
In variety-seeking consumer behavior, low involvement leads to frequent brand switching, as consumers are motivated by curiosity or boredom rather than dissatisfaction The minimal cost associated with changing products encourages individuals to explore new options, resulting in the purchase of diverse brands.
Pork is a staple in many Vietnamese households, often surpassing beef and chicken in popularity To ensure quality meals while maintaining food safety and hygiene, it's essential to select fresh pork that is free from illness and preservatives One key factor to consider when choosing pork is its color.
Practical framework
2.2.1 Current situation about pork consumption behavior of some countries
2.2.1.1 Current situation about pork consumption behavior in EU
The European Commission projects a 1.7% increase in pig meat production for 2021, with a more modest growth of less than 1% expected in 2022 Despite stable pig populations in recent years, enhanced productivity and increased carcass weights are anticipated to contribute to this growth.
Covid-19 and reduced demand from China has caused pig prices across the
The European Union is facing a downturn with no clear signs of recovery in sight In Ireland, the average price for grade E pigs has fallen to €1.47/kg, which is 17 cents above the EU average of approximately €1.30/kg for the same grade.
The Covid-19 pandemic, coupled with African swine fever and ongoing labor shortages in slaughterhouses, has resulted in a significant surplus of pigs on farms Additionally, an influx of inexpensive pork imports from the EU is saturating the market within the bloc, further complicating the consumption landscape.
EU is facing a surplus, falling prices in the short term.
2.2.1.2 Current situation about pork consumption behavior in China
Around 56 percent of China’s entire meat industry output is pork Pork is also by far most favored and most consumed type of meat in the Chinese diet The domestic per capita consumption of pork exceeds 30 kilograms on average and is expected to increase [ CITATION Yih21 \l 1066 ].
Genesus reports that China's pig farming has fully rebounded to pre-African Swine Fever (ASF) levels, with the Ministry of Agriculture and Rural Affairs (MARA) noting that the sow population reached 45.64 million in June 2021, an increase of 9.34 million from the previous year Additionally, pig exports surged to 337.42 million, up by 86.39 million This growth, driven by the expansion of large pig farming enterprises, has resulted in an excess production capacity within the industry.
The outbreak of African swine fever has significantly impacted both pork production and consumption, resulting in a sharp decline in pork prices Currently, prices have dropped by 23.2%, reaching approximately 10.9 yuan per kilogram, as production begins to recover amidst low demand Consequently, consumers are increasingly turning to more affordable protein alternatives that better meet their needs.
2.2.1.3 Current situation about pork consumption behavior in Korea
South Korea's Ministry of Agriculture, Food and Rural Affairs (MAFRA) has announced that the country anticipates maintaining stability in pork product availability, despite a recent outbreak of African Swine Fever (ASF) at a livestock farm in Gangwon province.
As of June 2021, South Korea's pig population reached approximately 11.1 million, reflecting a 0.6% increase compared to the previous year, according to MAFRA data.
In 2020, around 26.6 kilograms of pork were consumed per person in South Korea The number has increased greatly between 2017 and 2018, but slighty decreased again in the following years.[ CITATION HàC21 \l 1066 ]
On August 8, 2021, MAFRA announced that a herd of pigs at a livestock farm in Gangwon Province tested positive for African Swine Fever (ASF), leading authorities to implement a precautionary cull of approximately 2,400 pigs at the affected farm.
The ministry has also conducted inspections of other livestock farms within a
In 2019, African swine fever affected pig farms in North Korea, particularly in Gyeonggi and Gangwon provinces, leading to the culling of 400,000 pigs to control the outbreak within a 10 km radius of the infected area.
2.2.1.4 Current situation about pork consumption behavior in Philippines
Due to the significant impact of African swine fever (ASF) on domestic production, the Philippines introduced an expanded quota earlier this year, permitting a greater volume of pork muscle cuts to enter the country at reduced duty rates Data from the USDA, compiled by the U.S Meat Export Federation (USMEF), indicates that exports to the Philippines exceeded 70,000 metric tons (mt) by September, valued at nearly $185 million This marks a record-breaking increase of 113% in volume and 131% in value compared to the same period in 2020.
African Swine Fever (ASF) has severely impacted pork production in the Philippines, leading to a decline of over 30% in 2020 According to the USDA Foreign Agricultural Service's latest GAIN Report, Philippine pork production is expected to stabilize at 1.0 million metric tons in 2022, despite some operational expansions However, certain regions continue to face challenges due to ASF This projected output for 2021 and 2022 marks a significant decrease from the 1.6 million metric tons produced in 2018 and 1.585 million metric tons in 2019.
Due to tight pork supplies and rising prices, per capita pork consumption in the Philippines significantly declined as a result of African Swine Fever (ASF), falling to 11.7 kilograms (kg) in 2020, a decrease of over one-third from nearly 18 kg in 2018 However, the introduction of more imported pork has contributed to a partial recovery in 2021, with the Foreign Agricultural Service (FAS) estimating per capita consumption to rise to 13.5 kg this year, marking a 15% increase from 2020, yet still remaining below pre-ASF levels.
2.2.2 Current situation about pork consumption behavior in Vietnam
Since the beginning of 2021, pig prices have steadily declined, with a significant drop of nearly 50% from March's rate of 70,000-75,000 VND/kg to around 35,000-45,000 VND/kg by September, and some local prices falling below 35,000 VND/kg Recently, there has been a slight increase of 2,000-3,000 VND/kg in steam pig prices This trend has been primarily driven by the impact of COVID-19, which has led to a sharp decrease in consumer demand and challenges in circulation, transportation, and consumption Additionally, the price of animal feed has risen over 30% since 2019, exacerbating the difficulties faced by livestock farmers, particularly small-scale operators.
Deputy Minister Phung Duc Tien reported that the Covid-19 pandemic has prompted many provinces and cities to enforce social distancing measures, resulting in the shutdown of industrial parks, export processing zones, schools, collective kitchens, restaurants, eateries, hotels, focal markets, and farmers' markets Consequently, this has led to a significant decline in food demand by 30-50%.
RESEARCH METHODOLOGY
Field site characteristics
Figure 3.1 Map of Thai Thuong commune, Thai Thuy district, Thai Binh province
Thai Thuong commune, situated in Thai Thuy district of Thai Binh province, is a coastal area that lies along the former National Highway 37A, now known as provincial Highway 39B Comprising eight villages, the commune's primary economic activities include agriculture, fisheries, and livestock farming.
- To the north: bordering the Diem Dien town - Thai Thuy district
- To the south: bordering the former Thai Hoa village is now Hoa An commune in Thai Thuy district
- To the west: bordering the Thai Do commune
- To the east: borders the South China Sea
The commune's strategic geographical location significantly enhances its potential for fisheries and trade development As a result, the local workforce primarily engages in seafaring, agricultural production, and livestock farming, with some individuals also pursuing business opportunities in other provinces such as Hanoi, Ninh Binh, and Hung Yen.
Thai Thuong commune experiences a tropical coastal climate typical of northern regions, influenced by monsoon patterns The annual average temperature ranges from 22 to 24 degrees Celsius, with humidity levels at 86-87% Rainfall averages 1,788mm per year, predominantly occurring during the rainy season from May to October, while the dry season spans from November to April, characterized by cooler, drizzly weather.
The commune boasts 17 hectares of mangrove forests, featuring "sú" trees and parrots that play a vital role in protecting sea levees and regulating the climate These mangroves significantly contribute to the conservation of coastal wetland ecosystems and enhance the area's environmental landscape With an extensive coastline and abundant resources, the commune also holds substantial potential for fishing, supported by a total natural land area of 772.42 hectares.
Thai Thuong is a region known for its agriculture, aquaculture, and maritime activities, covering a total area of 772.42 hectares The area's hot and humid climate creates ideal conditions for farming, which has been a longstanding tradition among its residents As of 2019, the agricultural land remained stable at 240.36 hectares, slightly decreasing to 240.31 hectares by 2021, constituting 66.28% of the total land area.
Market fluctuations and government decisions have led to the diversion of land areas for various sectors, with specialized land comprising the majority of non-agricultural land at 117.82 hectares as of 2021 Unused land constitutes a minimal fraction of the overall land fund, while 58.79 hectares are allocated for common local infrastructure purposes.
The aquaculture sector in the commune occupies a significant area of 271.60 hectares, representing over 53% of the total agricultural land This industry remains vital for the local population, providing a stable livelihood for fishermen Additionally, the rapid implementation of coastal road and infrastructure projects is enhancing housing developments and improving the overall quality of life for residents in the commune.
Table 3.1 The land use situation of Thai Thuong commune in 3 years (2019-2021)
Total area of nature land 772.42 100 772.42 100 772.42 100 100 100 100
(Source: Thai Thuong Commune People's Committee Statistics Office, 2022)
Labor serves as a fundamental resource for households and economic organizations alike The population and labor force of a commune are closely intertwined, with a rise in population typically leading to an increase in the labor force, which in turn is comprised of individuals from households Notably, the number of households in the commune remained relatively stable between 2019 and 2021, with a slight increase from 1,802 households in 2019 to 1,830 households in 2020, and remaining constant at 1,830 households in 2021.
The demographic growth rate in the commune is slow and relatively low compared to other rural areas, indicating the effectiveness of education and advocacy efforts regarding population and development policies Statistics reveal that these initiatives have gained significant traction within the community.
2021, the whole commune has 6561 people, of which the number of people of working age is 3484 people, accounting for about 53% of the commune's population.
Thai Thuong commune has experienced a demographic shift in its labor force, with a significant portion historically engaged in agriculture In 2019, agricultural workers comprised 67.71% of the labor force, but this number has declined over the past three years Conversely, non-agricultural employment has risen, with 1,082 individuals (32.29%) in 2019 increasing to 1,379 (39.59%) by 2021 This transition is attributed to declining interest in farming due to low income and productivity, alongside socio-economic changes and advancements in technology that have reduced the need for manual labor in agriculture As a result, many workers, particularly the youth, are moving into industries such as garment and textiles, often as untrained laborers To address this shift, it is essential to implement policies aimed at enhancing the skills and quality of the labor force in the commune.
Table 3.2 Population and labor structure of Thai Thuong commune over 3 years (2019-2021)
(Source: Thai Thuong Commune People's Committee Statistics Office, 2022)
2 Total number of people Person 6375 - 6561 - 6561 - 102.92 100 101.45
3.1.2.2 Infrastructure situation a Education and training
The commune is home to three educational institutions catering to preschool, primary, and junior high school levels In recent years, these schools have worked diligently to address the challenges posed by the Covid-19 pandemic.
The primary and secondary schools currently enroll 750 students, boasting a remarkable 100% attendance and graduation rate The institution has excelled in national, provincial, and district competitions, showcasing its academic prowess Notably, 86.9% of students successfully passed the entrance exam to public high schools, a commendable achievement considering the challenges faced in rural areas with limited resources.
The Party Committee, government, and community have consistently prioritized study and talent promotion efforts Currently, the commune boasts 12 families with study promotion boards, and all 8 villages actively participate in study promotion associations.
In alignment with the guidance from higher professional sectors and local government committees, the commune health station has effectively promoted and organized the execution of targeted health programs, ensuring comprehensive disease surveillance and implementation.
The health station plays a crucial role in delivering primary health care to the entire commune, conducting annual free medical examinations for residents The year 2021 posed significant challenges for both the general population and the health sector, yet the station remained steadfast in adhering to Covid-19 prevention regulations Additionally, efforts to promote population and family planning policies have been actively pursued, resulting in a birth rate of 1.2% in 2020 and a decrease in the rate of third or higher-order births to 24.7%, reflecting a positive trend from previous years.
Research methods
Thai Thuong commune, located in Thai Thuy district of Thai Binh province, is a densely populated area with numerous households enjoying relatively decent incomes compared to other rural communes This community has a significant demand for pork, which remains strong despite the abundance of seafood available due to its coastal location Therefore, Thai Thuong commune serves as an ideal research location for studying pork consumption patterns.
Secondary data was gathered by synthesizing pertinent documents and information from scientific studies, textbooks, and reports from ministries and agencies, alongside local reports on consumer pork consumption behavior in Thai Thuong commune over a three-year period from 2019 to 2021.
This study utilizes primary data gathered through a questionnaire survey targeting consumer behavior within households The focus is on the participation of household members in purchasing and consuming regular food items, which serves as a critical criterion for the sampling process The research encompasses 40 households selected through random sampling across 8 villages in Thai Thuong commune, as detailed in Table 2.4.
From the data collected and processed on Excel software and then classified by analytical norms in the form of tables, graphs and charts.
This article employs statistical comparison and descriptive statistics to analyze data gathered from a questionnaire, focusing on the factors that influence pork consumption decisions and consumer perceptions regarding food safety in pork products.
Descriptive statistics is a vital method for synthesizing and presenting data in economics It systematically organizes information about the characteristics of the research area and the consumption patterns of pork in the Thai Thuong commune of Thai Thuy district, Thai Binh province.
This method involves analyzing data and documents to compare pork consumption behavior among households in the studied area, either at the same time or across different periods, in order to identify the factors influencing their consumption patterns.
Statistical classification involves categorizing research units based on specific criteria, ensuring that units within the same category share similar characteristics, while those in different categories exhibit distinct differences.
This research method focuses on gathering key demographic information about households, including average income, education level, age, occupation, and the number of individuals living in the household.
- Statistical classification of surveyed and interviewed household according to average household income/month
- Statistical classification of surveyed and interviewed household according to educational level
- Statistical classification of surveyed and interviewed household according to demographics
+) Medium household (from 3 to 5 person)
- Statistical classification of surveyed and interviewed household according to age +) From 20 to 35
- Statistical classification of surveyed and interviewed household according to accupation
3.2.5.1 Criteria on the current situation on pork consumption of households in Thai Thuong commune, Thai Thuy district, Thai Binh province
- Quantity (household) and percentage (%) by age, occupation, educational level, demographics, average household income/month surveyed and interviewed;
- Quantity (household) and percentage (%) of the average volume of pork purchased each time according to the demographics;
- Quantity (household) and percentage (%) of average pork consumption (frequency of going to market and weekly pork expenditure) according to average household income/month
- Quantity (household) and percentage (%) assessing the pork consumption habits of household at some locations according to the criteria of temporary market, traditional market, accquaintances;
- Quantity (household) and percentage (%) assessing on how often they buy different types of pork according to the criteria: not, occasionally, usually;
- Quantity (household) and percentage (%) assessing the choice of pork products consumption according to the age;
- Quantity (household) and percentage (%) assessing on preliminary processing, processing and preservation of pork by occupation, age, frequency: not, occasionally, usually;
During the Covid-19 pandemic, households with varying monthly incomes experienced different levels of response to the disease Specifically, households earning less than 5 million VND showed a distinct percentage of responses, while those with incomes ranging from 5 to 10 million VND and from 10 to 15 million VND exhibited differing reactions as well Additionally, households with incomes exceeding 15 million VND demonstrated their own unique response rates This data highlights the correlation between household income and the percentage of responses to health crises like Covid-19.
- Quantity (household) and percentage (%) assessing on the level of concern about retail hygiene of pork according to the criteria: not, occasionally, usually.
3.2.5.2 Criteria for factors affecting pork consumption behavior of households in Thai Thuong commune, Thai Thuy district, Thai Binh province
- Quantity (household) and percentage (%) of average weekly consumption of pork according to accupation and average household income/month;
- Quantity (household) and percentage (%) assesing the level of interest of household in the decision to buy pork according to the criteria: top interest, normal,little interest, no interest.
RESULTS AND DISCUSSIONS
Current situation of pork consumption behavior of households
The survey reveals that the primary individual responsible for household chores is predominantly the interviewee, with 65% of households indicating that the main housewife is the spouse of the head of the household Additionally, 22.5% of the responsibilities fall on the head of the household, while 12.5% are managed by the children.
In the division of household responsibilities, women overwhelmingly dominate, accounting for 80% of housework compared to just 20% for men Despite advancements in education and increased participation of women in the labor market, traditional gender roles persist, with men primarily focused on economic responsibilities While some men are beginning to share household duties and childcare, societal expectations continue to place a significant burden on women to fulfill both traditional maternal roles and modern professional obligations.
The majority of interviewees, aged between 36 and 50 years, make up 65% of frequent marketers within their families, predominantly consisting of working-age individuals In Thai Thuong commune, most households are nuclear families, leading to younger individuals under 35 often working as laborers or civil servants while balancing responsibilities such as shopping and cooking Additionally, there is a notable correlation between age and education level, with younger respondents achieving higher educational qualifications, indicating a greater emphasis on training and education in the current generation compared to previous ones.
The survey reveals that housewives in the community have a variety of occupations closely linked to their education levels A significant 47.50% of respondents completed secondary school, while 30.00% finished high school Only 22.50% hold intermediate, college, or university degrees, often representing the children of the households The predominant occupations include farmers (25.00%) and workers (42.50%), with a smaller percentage being self-employed (5.00%) Those with higher education typically work as civil servants (10.00%) or in business (5.00%) This correlation between education and occupation significantly impacts living standards and income, as a family's economic situation directly influences their spending habits, particularly on food items The average household income is reported to be between 5 to [insert specific amount].
The majority of individuals earn 10 million VND per month, representing 65% of the total, primarily comprising workers and civil servants whose income stems from employment in companies, garment factories, or teaching Additionally, 22.5% of the population earns less than 5 million VND monthly, while 7.5% earn between 10 to 15 million VND Lastly, 5% of individuals, including two business owners, report an average income exceeding 15 million VND per month.
The survey provided valuable insights into the characteristics of consumers in the commune, revealing their identities, lifestyles, and activities This information serves as a foundation for understanding the connection between individual traits and their specific preferences and choices in food consumption.
It is also the basis to know the factors affecting decision-making on daily consumption behavior.
Source: Survey results in Thai Thuong commune, 2022 4.1.2 The current situation of pork consumption behavior
4.1.2.1 Average volume of pork per each bought
Pork plays a vital role in the diets of the Vietnamese people, serving as both a key food source and a staple product The demand for pork is rising, driven by increasing expectations for both quantity and quality, making it irreplaceable in many households Additionally, survey data highlights the significant patterns of meat consumption in rural areas, further emphasizing pork's importance in Vietnamese cuisine.
A recent survey in Thai Thuong commune reveals that household meat purchases increase with the number of family members Specifically, 52.50% of households typically buy between 1 to 2 kg of pork per shopping trip This trend is particularly evident among average households, where 52.00% fall within this range, and larger households, which account for 53.85% Consequently, families with more members tend to consume more pork overall.
Table 4.2 Average volume of pork per each bought by demographics
Volume of pork each bought
Small household Medium household Large household Total
Source: Survey results in Thai Thuong commune, 2022
4.1.2.2 Frequency and level of spending on pork by household income and occupation during the week
Income plays a crucial role in shaping household consumption behavior, influencing both spending capacity and the consumption needs of each family member Varying income levels lead consumers to make distinct product choices and adopt different spending habits when purchasing food for daily use.
In Thai Thuong commune, residents typically purchase fresh pork in quantities sufficient for daily consumption, opting for minimal storage for long-term use With rising incomes, consumers are increasing their food expenditures, particularly on pork, which remains the most favored meat option due to its competitive pricing compared to other types of meat.
Occupation significantly influences household consumption patterns Individuals employed in factories, companies, and garment industries often lack the time for daily market visits, leading them to shop on a weekly basis instead.
Table 4.3 Average pork consumption by household income
Average household income/month Under 5 million From 5 to 10 million From 10 - 15 million Over 15 million Quantit y (n=9)
2 Frequency of going to the market/week
Source: Survey results in Thai Thuong commune, 2022
From Table 4.3, it can be seen that:
In Thai Thuong commune, the majority of households with an income below 5 million VND allocate 77.78% of their spending on pork to amounts under 200,000 VND For those earning between 5 to 10 million VND, 57.69% also spend less than 200,000 VND on pork Households earning between 10 to 15 million VND predominantly spend between 200,000 to 400,000 VND, while those with incomes exceeding 15 million VND primarily spend over 400,000 VND Overall, this indicates a moderate average household expenditure on pork, reflecting the area's coastal economy and high production of aquatic products, which influences food spending patterns.
Box 4.1 Opinion on weekly pork consumption of household
A significant portion of consumers with stable economic conditions and high income levels are inclined to invest in premium food options As living standards rise, food consumption habits evolve, particularly in coastal areas such as Thai Thuong.
As social life evolves, consumers are increasingly prioritizing health and demanding stricter food standards Today's consumers seek not only flavorful meals but also safe, health-enhancing options With rising incomes, concerns over chemically treated meat and unsanitary slaughter practices have intensified, making the demand for clean, healthy food essential, especially in rural areas like Thai Thuong.
My family prioritizes purchasing fresh pork to ensure the children receive essential nutrients, while also enjoying the abundance of shrimp and crab available from our daily beach visits I prefer to buy fresh ingredients at the market each day, avoiding frozen foods and long-term refrigeration With an average income, we focus on mindful spending to maintain a balanced diet.
Factors affecting household's pork consumption behavior
Individual factors influencing daily food choices include gender, age, occupation, income, and economic circumstances Understanding consumer buying behavior requires analyzing per capita income levels Raw meat is often priced higher than standard food items, suggesting that as average income rises, demand for premium food options also increases Variations in consumer income stem from diverse factors, such as industry participation, educational attainment, and workplace environments.
Consumer spending decisions are significantly impacted by economic conditions, with family income playing a crucial role in shaping these choices The level of income directly influences both the types of goods purchased and the quantity, highlighting the relationship between economic factors and consumer behavior.
Table 4.19 Average weekly consumption of pork by households in Thai Thuong commune by occupation
Average expenditure on pork per week/household
Source: Survey results in Thai Thuong commune, 2022
Occupation significantly influences food expenditure levels, with farmers, workers, and self-employed individuals making up 58.62% of those spending less than 200,000 VND In contrast, civil servants, public employees, and business households dominate the group spending over 400,000 VND Additionally, housewives and pensioners also represent a substantial portion of those with expenditures below 200,000 VND.
Household expenditure on food, particularly pork consumption, tends to rise based on the primary occupation or income source of the household.
Table 4.20 Average weekly consumption of pork by households in Thai Thuong commune by income
Average expenditure on pork per week/household
Average income household/month Under 5 mill From 5 to 10 mill From 10 to 15 mill Over 15 mill
Source: Survey results in Thai Thuong commune, 2022
Household income significantly influences meat consumption choices, with higher-income families prioritizing high-quality meat sourced from trusted acquaintances to ensure health and safety For households earning less than 5 million VND per month, 9 out of 26 consumers opt to spend less than 200,000 VND per week on meat In the income bracket of 5 to 10 million VND, 15 out of 26 consumers also choose to spend below 200,000 VND weekly Conversely, those earning between 10 to 15 million VND and over 15 million VND typically allocate budgets ranging from 200,000 to over 400,000 VND for meat purchases This trend illustrates that as income levels rise, so does the demand for higher-quality meat, reflecting a willingness to invest more for better options.
4.2.2 Affect of price and product quality
When purchasing meat, consumers prioritize quality, as it significantly influences their beliefs and attitudes Key concerns include food safety, hygiene, the presence of banned substances in livestock, freshness, and nutritional value Additionally, price plays a crucial role; if the price is too high, consumers may opt for substitutes, while a low price can raise concerns about quality Ultimately, both price and quality are critical factors that consumers carefully evaluate before making a purchase decision The following table illustrates the impact and significance of these factors on consumer buying behavior.
Table 4.21 The level of interest of households in the decision to buy pork
Level Very interested Normal Less interested Not interested
Source: Survey results in Thai Thuong commune, 2022
Consumer preferences are primarily influenced by price and product quality, with a significant portion prioritizing these factors in their purchasing decisions Many shoppers are willing to pay more for high-quality products, particularly when it comes to food items like meat If the meat does not meet their quality standards or has an unpleasant odor, they are likely to return it This highlights their strong emphasis on food hygiene, safety, and the health of their family members.
Regularly promoting food safety and hygiene is essential, and this can be effectively organized in villages and community groups or disseminated through various media channels such as television, radio, the internet, newspapers, and publications.
Table 4.22 Information channel to receive food safety and hygiene issues
The infomation channel Quantity (n@) Percent (%)
Source: Survey results in Thai Thuong commune, 2022
According to Table 4.22, consumers primarily acquire food safety knowledge through various channels, with television being the most significant source at 65.00%, followed by relatives and friends at 25.00%, and the internet at 10.00% Notably, there is a lack of participation in food safety training courses, as no consumers reported attending these sessions Reasons for non-participation include time constraints and a lack of awareness about available courses The scarcity of training opportunities, particularly at the commune level, is attributed to limited interest from local authorities and the small scale of any organized events, which further hinders widespread dissemination of food safety education.
Socio-environmental factors significantly influence consumer perception, as advancements in the social environment enhance the speed and effectiveness of food safety and hygiene information dissemination This increased accessibility to vital information fosters greater awareness of food hygiene and safety among consumers.
Food safety and hygiene are increasingly important to consumers, who prioritize clean environments and safe products In Thai Thuong commune, trading primarily occurs between consumers and sales locations, making the trust factor crucial in their decision to purchase pork.
Pork consumption is primarily driven by household needs and daily habits, with family trust in housewives playing a significant role in purchasing decisions However, the abundance of pork products in the market makes it challenging for consumers to discern safe from unsafe meat using only their knowledge or experience The following table illustrates the trust levels of households regarding their pork purchasing sources in Thai Thuong commune.
Table 4.23 Consumer confidence level in the location of pork purchase
Source: Survey data in Thai Thuong commune, 2022
In Thai Thuong commune, 57.50% of households express trust in their local pork purchasing options, while 27.50% have a neutral stance and 15.00% report a high level of trust Notably, there are no negative reviews regarding these purchasing locations, indicating that consumers often rely on their feelings rather than a thorough understanding of food safety and hygiene This reliance stems from a lack of information, leading consumers to depend on personal habits and experiences when making food choices Additionally, local markets are favored for their affordability and familiarity, as many consumers trust these sources due to established relationships with vendors.
In recent years, the term "safe food" has gained significant traction in agricultural guidance and food safety discussions, reflecting growing consumer concern The widespread use of harmful chemicals in Vietnam's food production has heightened worries among consumers, leading to increased demand for safe food products, particularly pork As food safety and hygiene issues continue to escalate, the emphasis on safe food consumption has never been more critical.
In Vietnam, household consumption behavior of pork is influenced not only by price and product quality but also by factors such as origin, freshness, ease of processing, and cultural habits.
Table 4.25 Other factors affecting the decision to buy pork of households
Source: Survey results in Thai Thuong commune, 2022
Some solutions to improve pork consumption behavior of households in
4.3.1 Strengthening propaganda on pork consumption behavior in the commune
It is necessary to promote propaganda to raise awareness and provide information about clean pork to consumers such as:
- Disseminate knowledge about clean pork to consumers on the media of the neighborhood, ward, and to raise the understanding and awareness of consumers.
To promote the consumption of clean pork, it is essential to raise awareness about the harmful effects of dirty pork and unsafe meat Educating consumers on these risks will empower them to make informed choices, leading to a greater willingness to pay a premium for high-quality, safe pork products.
- Propaganda programs must be carried out for a long time with synchronous policies.
- Strengthening propaganda slogans on food hygiene and safety in public places.
Enhancing collaboration among socio-political and mass organizations is essential for effective education and communication regarding food safety and hygiene This can be achieved through targeted propaganda, advocacy, and promotional activities that leverage a comprehensive mass media system.
To enhance public awareness of clean products, it is essential to educate consumers and establish specific industry standards Promoting ethical practices among livestock farmers is crucial, ensuring they adhere strictly to regulations and prioritize consumer safety over short-term profits.
To enhance profitability in pig farming, it is crucial for farmers to master technical processes and select appropriate breeds The awareness and knowledge of pig farmers and pork traders significantly impact the pork market, as farmers are responsible for producing the pork, while traders facilitate its delivery to consumers.
In addition, it is advisable to propagate pork sellers at the market to have glass cabinets to sell pork, so that the selling environment is clean and hygienic.
To enhance consumer awareness in Thai Thuong commune, it is essential to strengthen mass communication channels Effective propaganda is crucial for educating consumers about the importance of food safety and hygiene when it comes to pork consumption.
In Thai Thuong commune, local officials utilize mass media and loudspeakers from the ward's radio station to effectively disseminate vital information about food safety and hygiene related to pork This approach ensures that residents have widespread access to important updates regarding disease prevention, making the information readily available to everyone in the community.
Promoting a culture of business civility in markets and supermarkets is essential for fostering a respectful trading environment Business operators must adhere to legal regulations and maintain order and hygiene standards Consumers should park their vehicles responsibly to avoid disrupting traffic while ensuring convenience Additionally, communication among market participants should be conducted in a polite and cultured manner, reflecting the values of a civilized marketplace.
Enhancing awareness of food hygiene and safety is essential for all individuals involved in the pork retail market Each participant must take responsibility for their products and prioritize community safety It is crucial to reject unethical practices that prioritize profit over consumer welfare.
Effective propaganda fosters a strong sense of responsibility among citizens in their business activities and transactions in markets and supermarkets, significantly contributing to the growth of a civilized and modern retail market.
4.4.2 Strengthening training courses on pork consumption in the whole commune
To enhance food safety awareness, it is essential to conduct regular training sessions for managers and business owners at markets Business households should prioritize health checks and obtain training and certification in food safety Additionally, they must maintain proper documentation, including books and invoices that verify the origin of their goods, while ensuring that their stalls meet hygiene standards.
To enhance consumer awareness of food safety and hygiene concerns associated with pork, training initiatives must focus on educating the public, local officials, and pork shop owners.
We are launching open training classes aimed at educating residents on essential food safety and hygiene practices These sessions will cover the State's regulations regarding clean pig standards to ensure consumer quality Additionally, participants will learn effective methods for identifying unhealthy or unsafe pork, empowering sellers to maintain high standards in their offerings.
Training for local officials, officers in charge of food safety and hygiene of the ward to help them improve their professional skills and knowledge.
To enhance food safety and hygiene, it is essential to implement comprehensive information, education, and behavior change communication activities This involves building and developing effective communication skills while improving both the quantity and quality of educational materials and messages.
Enhance the inspection and supervision of food safety and hygiene regulations to effectively address legal violations Implement stringent controls to prevent the sale of substandard, counterfeit, and expired food products Promote the expansion of household businesses while ensuring they maintain high standards of food hygiene.
4.4.3 Raising awareness and understanding about pork consumption in the commune
Pork is a staple food in Vietnamese households, offering versatility for home cooking and preventing meal monotony However, ensuring hygiene, food safety, and personal health when consuming pork is a significant concern for many To achieve this, consumers should adopt reasonable consumption practices, such as identifying quality pork and understanding safety and hygiene standards Alongside the active involvement of local authorities, it is essential for consumers to stay informed and make educated choices by paying attention to reliable information from the press and media.