Các yếu tố ảnh hưởng đến ý định sử dụng gạo hữu cơ của người tiêu dùng đồng bằng sông cửu long

ChuYcn muc: Khoa hoc \a hoi va hanh vi - TAP CHJ KINH T„ „ ^ , CAC YEU TO ANH HlTdNG DEN V DINH SU^ DUNG GAO HUt ( CUA NGU'CJI TIEU DUNG DONG BANG SONG CUXl LONG Trinh Phu-6-c Nguyen', Ngu> en Tom tat , y-„(^ bdns ° -* ^„ Nghien cieu ndyxemxei tac dong ciia cdc yen to den y dinh mua gao hihi ca t : •: Keywords: Organic nee health, environment, product pnee, mekong deta, the intention to buy JEL classificanon A14: DIT E2 O: 013 Dat van de Long" cho bai viet na>- Nghien ciiu se giiip cac Tieu chuan cuoc song nga\- cang cao cung doanh nghiep kinh doanh liiih vuc na;- xac nhu su quan tam hon ^'e siic khde, chat lugng dmh duac cac \eu td anh hudng den y dinh mua Ciing gidng nhu cac loai thuc pham khac gao hiiu gao hiiu ca Tir ket qua nghien ciru, cac giai phap ca da tao mgt nhu cau ldn doi ^di ngudi tieu hd trp dugc dua de cac doanh nghiep dinh vi dimg Nhu cau VQ gao huu ca nga\" cang tang thuong hieu cua minh tren thi tnidng, thuc hien nhanli tao nen nhirng co hdi rat Ion cho thi trudng cac giai phap san xuat phan phdi va ti^p tlii dS cai nganh hang lua gao trade cac yen td \e d nhiem thien hieu qua nhat doanh thu ban hang Nghien mdi trudng, du lugng hoa chat \a thach diirc bien cim se chi cac yeu td tac dpng len y dinh mua ddi hau Mac dii nhu cau ve thuc pham an toan gao hiiu co hoat dpng kinh doanh gao huu tai Viet Nam thdi gian gan da>' da dugc cac CO tai Viet Nam doanh nghiep quan tam \a tim hieu nhung sd Cff sff ly luan va mo hinh nghien cmi lugng cac nghien cim sau \e thuc pham hiiu ca 2.L Casdlylugn van chua duac thuc hien nhieu klii Viet 1.1 Gao hihi ca Nam la mpt qudc gia dang phat trien phai doi mat Gap hiiu ca la nhiing loai thuc phdm dugc \di nhiing thach thiic ldn nham dam bao su can san xuat bang phuang thirc canh tac hiru co bang giiia phat trien kinh te vdi su ben \-img cua Phuong thirc canh tac hiiu co \eu cau khdng sii mdi trudng Cac nghien cim ve hanh \i sii dung dung phan bon hda hoc, cac hda chat bao ve diuc thuc pham hiiu co da dugc mpt sd tac gia nghien \ax ddc hai, cac chSt kich thich tang tRiong Nen cim, nhien nghien cim \ c v dinh su dung san ndng nghiep vdi cac phuong thirc canh tac him pham gao hiiu co cua ngudi tieu dimg Ddng bang ca gpi la nen ndng nghiep huu co Tiroiisi ddng Sdng Ciiu Long chua dugc nghien ciiu \a cong vdi dmh nghia theo Hiep hpi Ndng nghi^i;-, Huu bd Do dd nhdm nghien ciru qu\et dinli chpn chu ca Viet Nam Thuc pham huu ca la diuc •^\^mn da de "Cac yeu td anh hudng den y dinh mua gao dugc chimg nhan hihi ca cua PGS Viet \ain (Van hiiu CO cua ngudi tieu dimg Dong bang sdng Ciiu phong Hiep hoi Nong nghiep Htm ca VL Nam) Chuyen myc: Khoa hoc xa hoi va hanh vi - TAP CHI KINH TlS & QUAN TRI KINI-I DOANH SO 12 (2020) He thong bao dam cimg tham gia PGS (Participatory Guarantee System) va dugc Lien doan qudc t6 cac phong trao nong nghiep huu co (IFOAM) chap nhan, di kem vdi cac tieu chuan quy dinh nham giam sat each thirc ma cac thuc pham da duac trong, thu hoach va che bien dam bao rang cac loai thuc pham dugc ma khdng sii dung thudc trir sau va thuoc diet cd dgc hai, cac phan bien doi gen (GMO), thuoc khang sinh hay hormone tang tradng nhan tao Vdi quy trinh san xuat chat che, thuc pham hihi ca da loai bd gan nhu hoan toan hda chat dgc hai va dugc chimg minh la cd ham lugng dinh duong nhieu ban 50% (gdm khoang chat, vitamin) so vdi thuc pham dupe san xuat theo ldi thdng thudng 2.1.2 Y dinh mua Cd nhieu ly thuyet nham giai thich cho hanh VI ciia ngudi ndi chung va hanh vi ciia ngudi tieu dimg ndi rieng, Trong dd ve y dinh thuc hien hanh vi cd Ly thuyet hanh vi hap Iy (TRA) [ 1] va Ly diuySt hanh vi cd ke hoach (TPB) [2], Hai ly thuyet dugc sir dung rat rpng rai viec giai thich y dinh thuc hien hanh vi ciia ngudi Trong ITnh vuc gao hiiu ca da cd rat nhieu nghien cuu da su dung hai ly thuyet de tim hieu cac nhan td anh hudng den y dinh sir dung gao hiiu co va hanh vi tieu diing thuc te Cac nghien ciiu dua tren cac khung ly thuyet nhim de xuat md hinh nghien ciru Ngoai ra, y dinh hanh ddng dugc dinh nghTa bdi Ajzen [2] la hanh ddng cua ngudi duac hudng dan bdi viec can nhac ba nhan td mem tin vao hanh vi, niem tin vao chuan muc va niem tin vao sir kiem soat, Cac niem tin na.y cang manh thi y dinh hanh dgng cua ngudi cang Idn Y dinh duac xac dinh bdi: Thai dp ddi vdi hanh vi cu the, chuan chii quan Ly thuyet hanh vi cd ke hoach (Theory of planned behavior- TPB) [2] la ly thuyet md rgng cua iy thuyet hanh vi hap ly (Theory of reasoned action- TRA) [3] cho ring y dinh la nhan to chinh dan den hanh vi, nd la chi bao cho viec ngudi se cd ging den miic nao, hay du dinh se danh bao nhieu nd luc vao viec thuc hien mdt hanh vi cu the Nhu vay, hpc thuyet mdi tac gia cho rang y dinh thuc hien hanh vi chiu anh hudng bdi ba nhan to: (I) Thai dp doi vdi hanh vi, (2) Chuan chii quan, (3) Nhan thirc kiem soat hanh vi Nghien ciiu cua Effendi |4] da ket luan ngudi tieu diing cd su quan tam tich cue den mdi tradng se tich cue viec mua thuc pham than thien vdi mdi trudng cung nhu quan tam den siic khoe Phii hgp vdi nhan dinh cua cac tac gia Nguyen Phong Tuan [5], Le Thiiy Huang [6] va Alamsyah [7] Ngoai yiu to kien thirc v8 san pham hihi co ciing tac ddng d8n y dinh mua hang dugc de xuat bdi cac nghien ciiu cua Effendi [4], Nguyen Phong TuSn [5], Mmgyan Yang [8] va Dickieson [9], Nhilu nghien ciru da chiing mmh nhan thuc ve chat lupng cd tac ddng tich cue den y dmh mua diuc pham huu ca Nguyen Phong Tuan [5], Le Thuy Huang [6] va Nguyen Van Thuan [10] Ngoai m, chuan chu quan la ap lire ma xa hgi dat len mdi ngudi can nhjc cd thuc hien hay khdng thuc hien mgt hanh vi Trong cac nghien ciru ciia Nguyen Phong Tuan [5], Le Thuy Huong [6]; Effendi [4]; Mingyan Yang [8J ciing da khang dinh nd cd anh hudng thuan cMeu giii'a chuan chu quan va y dinh mua thuc pham hiiu ca Nhieu nghien ciiu danh gia ring su cd mat ciia thuc pham huu ca he thdng cac sieu thi, cac cua hang tien Igi da lam tang kha nang tilp can ciia ngudi tieu dimg, Dong thdi, thuc pham hiiu CO cang cd mat d nhilu nai thi ngudi tieu diing cang cd nhieu y dinh mua nd [6] Gia la so tien ngudi mua phai tra de cd dugc san pham hay dich vu.^ Ngudi tieu dimg thudng nhan thuc gia thuc pham hihi ca cao hon gia thuc pham thdng thudng Cling theo Philip Kotler va cdng su [11] ngudi tieu dimg cd tam ly cho rang gia cao la bieu hien ciia san pham cd chat lugng cao 2 Md hinh nghien cdu va gia thuyet nghien ciiu Dua vao ly thuyet hanh vi cd ke hoach cua Ajzen [2] va cac cong trinh, nghien ciiu trade day, tac gia da de xuat md hinh nghien ciiu: Y dmh mua gao hihi ca =f(Su quan tdm din mdi trudng, Su quan tdm din sue khoe, Kiin thuc vi gao huu ca, Nhgn thuc ve ehat lugng, Chudn chu quan, Nhgn thiec ve su san eo eiia sdn phdm, Nhdn thirc ve gid) cimg vdi cac gia thuyet nghien cuu Hi: Ngudi tieu diing cang quan tam den mdi tradng thi cang cd y dinh mua gao hiiu ca H2 Ngudi tieu diing cang quan tam tdi sire khde thi cang cd y dinh mua gao hiiu ca H3: Ngudi tieu dimg cang cd kien thiic ve gao hii'u ca thi cang cd y dinh mua gao hiiu co H4 Ngudi tieu dimg cang quan tam de chat luong gao hiiu ca thi cang cd y dinh mua gao hihi ca, Hs: Chuan muc chu quan cd tac ddng thuan chieu den y dinh mua gao hiru ca He: Ngudi tieu dung cang nhan thiic rang gao hiru ca sin cd tren thi tru'dng thi hp cang cd y dinh mua gao huu co Hi Nhan thirc ve gia gao hiiu ca cao anh hudng thuan chieu den y dinh mua gao hiiu co Phuwng phap nghien ciiu 3.L Phirang phdp thu thap dir liiu Tac gia su dung phucmg phap chgn mau thuan tien vdi tieu tliiic phan tang theo vimg dia ly la tmh Chujcn muc: Khoa hoc xa hoi va hanh vi - TAP CHI KifNi i Kit qua va thao luan de phong van 350 nguoi tieu diing tai cac tmli J I Phdn tich its lin cir cua thang * ' ' " « DBSCL Cu the mau duoc phan bo theo viing dia qua lie sd cronbach'alpha , Iy" Can Tha .4n Giang, Dong Tliap moi tinh 30 Theo Hoang Trong va Chu Ngin en Mon^ mau; cac tinh lai 26 mau Ngoc [12] he s6 Cronbach's Alpha " """• f ^ J 3.2 PhIfffngphdp phan tich du lieu ti, 0,8 dSn gta bfag bieu th tl;»tg l ^ i ^ Cac phuong phap phan tich duoc su dung t6f tu 0,7 dSn gin bing 0.8 b,cu tin *ang taong viec giai quyet cac muc tieu kiem dinh su dung duoc va Cronbach's Alpha co gui tn tu ^ cac gia thuyet nghien cim cua de tai, cu the tro len 14 co thS sir dung duoc hong ™ ™ ! ' ' ^ gom Phuong phap thong ke mo ta, phan tich khai mem dang luong la m * hoac moi doi voi nhan to kham pha (EFA) va phan tich hoi quy nguoi tni loi boi canh nghjen cuu tuvi;n tinh boi ; 1: Kit qua phan tich he sS Cronbach's Alplm lan cu6i_ Cronbach's Alpha Tutmg guan Phmmg sai thang Trung binh thang neu loai bien Bien quan sat bien ton) neu loaibiSn neu loai bien Su-quan tSm den moi tririmsCronbach'sAlphatdng^ MTl 7,72 2,424 0.831 0-728 MT2 7.62 2,523 0,735 MT3 SKI SK2 SK3 SK4 SK5 KTI KT2 KT3 KT4 KT5 CLI CL2 CL3 CQI CQ2 CQ3 SCI SC2 SC3 GGI GG2 GG4 YDl YD2 YD3 YD4 YDS 7,88 3,277 0,538 Su- quan tam dgn siic khoe Cronbach's Alpha tong = 0,784_ ' 15,05 7,763 0,492 15,04 7,256 0,620 14,79 7,390 0,588 14.65 7,270 0,553 14,96 7,339 0,546 Kiln thiic v€ gao huu cv Cronbach's Alpha tong = 0,754 _ 13,35 ' 6,194 0,456 _ 13,53 6,531 0,467 _ 13 49 5.775 0.671 13.44 5.817 0,616 13 07 385 0.415 Nhan thuc ve chSt lu'ffng Cronbach's Alpha tong = 0,771 7.53 2.553 0.531 7.51 2.583 701 7.52 480 0.602 ChuSn chii quan Cronbach's Alpha tong = 0,837 7,10 838 735 6.98 2.962 0.714 6,98 3,673 _ 0,671 Nhan thirc sir san co Cronbach's Alpha tong = 0,856 7,10 3,870 0,706 0,761 6,96 3,698 6,80 3,211 0,733 Nhan thirc gia Cronbach's Alpha tong = 0,756 5,226 0,318 10,23 4,327 0,605 10.22 4,288 0,643 10,11 4,061 0J31 Y djnh mua gao hiru cff Cronbach's Alpha t6ng = 0,896 14,23 11,052 0,685 ' 14,31 11,165 0,744 14,35 10,366 0,793 13,94 10,191 0.748 14,26 10.022 0,758 J),908 T?765^ 0.675 0.749 0.781 601 0.696 0.741 0.761 OJIO 0,821 0,771 0.803 0,686 0,666 0.fiI7 0.885 0.874 0.862 0.S72 0.870 Chuyen muc: Khoa hoc xa hoi va hanh vi - TAP CHI KINl-I TE & QUAN TRI KINPI DOANI-1 SO 12 (2020) Bang tren cho chiing ta tha>- he so Cronbach's Alpha tdng ludn Idn han 0,6 nen cac thang dat yeu cau thdng ke Ngoai ra, he sd tuong quan bien tdng deu ldn han 0,3 cac nhdm yeu to nen cac bien deu dugc chap nhan va cd dp tin cay, 4.2 Phan tich nhan t6 kham pha (EFA) 4.21 Cdc biin ddc lap Ket qua kiem dinh su tuong quan giiia cac nhan to, ta cd KMO = 0,711 > 0,5: Sig, kiem dinh cua Bartlett's Test ^ 0,000 < 0,05 Ngoai cac bien cd tu'Ong quan vdi va hoan toan phii hpp vdi phan tich nlian td kliam pha, Tiep theo la ket qua ma tran nhan td thuc hien vdi phep xoay Varimax duoc the hien bang sau' Bdng 2: Kel qud ma Iran nhdn Id da xoay (hieu chinh ldn cudi) Nhom nhan to Nhan to GG4 (Tdi san sang tra them tien cha gao hiiu ca) GG2 (Gia gao hiiu ca la quan trgng doi vdi tdi) 0,843 GG3 (Tdi nghT gao hiiu ca khdng d4t hon gao tiidng 0808 thudng) GGI (Gia cua gao hiiu co phii hpp vdi lgi Ich ciia nd) MTl (Toi nhan biSt cac van de ve mdi trudng) 0,936 MT2 (Tdi ludn quan tam den khia canh mdi trudng 0.852 lua chgn gao) MT3 (Tdi tin rSng gao huu ca than thien vdi mdi trudng) KT3 (Tdi biet nhiSu v^ each danh gia gao hitu ca so vdi gao thdng thudng ) KT4 (Tdi cd kien thiic ve gao hiiu ca thdng qua vice sir dung/nghe ndi/ doc bao ) KT2 (Toi cd thg phan biet gao hiiu ca so vdi gao thdng thudng) SK5 (Tdi nghT diing gao hiiu ca an toan va tdt han cho siic khoe,) SK2 (Tdi quan tam den lugng chat dinh dudng gao tieu thu hang ngay) SK4 (Tdi nghi gao hiiu ca giau dinh dudng hon thuc) Eiginvalue 4,041 2,020 1,593 1,150 Cumulative (%) 31,085 46,620 58,870 67,720 Chuven muc: Khoa hoc xa hoi vahanb vi - TAP CHlKim, i^, ,^ K a qua va thao luan de phong van 350 nguoi tieu dung tai cac tmh 4.1 Phdn lich tin cay aia tiiang mong DBSCL Cu the mau duoc phan bo theo viing dia qua hesS cronbach'alpha K' Can Tho, An Giang, Dong Thap moi linh 30 fheo Hoang Trong va Chu Ngu>en Mong mau: cac tmh lai 26 mau Ngoc [12], he sfi Cronbach-s Alpha " ">« ^^^ " 3.2 Phuang phdp phan tich dir lieu tt, 0,8 den gin bing I b.eu thi thang luong^t Cac phuong phap phan tich duoc sic dung tat ii, 0,7 d i gin bing 0,8 bieu thi diang luong viec giai quyet cac muc tieu, kiem dinh str dung duoc va Cronbach's Alpha co gia tn tu ^ cac gia thuyet nghien cuu ciia de tai, cu the ho len la co thj su dung duoc ™ f ^W gom; Phuong phap thong ke mo tiu phan tich khai mem dang luong la mm hoac mm doi vm nhan to kham pha (EFA) va phan tich hoi quy nguoi tra lin boi canh nghien cuu tuven tmh boi Bdng 1: KSt qua phdn tich hi s6 Cronbach'.! Alpha lan cum_ Cronbach's Alpha Trun^ binh thang Phuong sai thang TuDTigc|uan ngu loai bign Bien quan sat nlu loai bign ngu loai bien bien ton; Sir quan tam dgn moi trijffng Cronbach'sAlpIi£ldng^0,833^ 0,831 2,424 7.72 MTl 0,728 0,735 2,523 7,62 MT2 0,538 3,277 7,88 MT3 Suquan tam dgn siic khoi Cronbach's Alpha long = 0,784_ 0,765 15,05 7,763 0,492 SKI 15,04 7,256 0,620 _ SK2 14'79 7,390 0,588 _ SK3 14,65 7,270 0,553 SK4 14,96 7,339 0,546 _ SK5 Kignthircyggaohuncff Cronbach's Alpha tdng = 0,754 _ 13,35 ' 6,194 0,456 _ KTI 13,53 6,531 0,467 _ KT2 13.49 5,775 0.671 KT3 0.675 13 44 817 616 KT4 0.749 13.07 385 0.415 KT5 NhSn thuc vg chat lu'ffng Cronbach's Alpha tong = 0,771 0.781 7.53 553 0.531 CLI CL2 7.51 2.583 0.701 0.601 7.52 2.480 0.602 Chuiin chii quan Cronbach's Alpha long = 0,837 735 7.10 _ SCI SC2 SC3 GG4 YDl YD2 YD3 YD4 YD5 6.98 Jifin 0,671 Nhan thifc sir san co Cronbach's Alpha ldng = 0,856 7,10 3,870 0,706 6,96 3,698 0,761 6,80 3,211 0,733 Nhan thirc gia Cronbach's Alpha long = 0,756 0,318 10,23 10,11 4,061 0,731 Y dinh mua g:ao hiiTi CO Cronbach's Alpha•long = 0,896 14.23 11,052 0.685 14,31 11,165 0,744 14,35 10,366 0,793 13,94 10,191 0,748 14.26 10,022 0.758 0,821 0,771 0,803 0.617 0.885 0.874 0,862 0,872 0.870 "Thuyen muc: Khoa hoc xa hoi va hanh vi - TAP CHI KINH T £ & QUAN TRI KINH DOANH SO 12 (2020) Bang tren cho chiing ta thay he so Ket qua kiem dinh su tuang quan giua cac Cronbach's Alpha tong luon ldn han 0,6 nen cac nlian td, ta co KMO - 0,711 > 0,5; Sig, kiem dinh ciia BariJett's Test = 0,000 < 0,05 Ngoai ra, cac thang dat yeu cau thdng ke, Ngoai ra, he sd bien cd tuang quan vdi va hoan toan phii hgp tuang quan bien tong deu ldn hon 0,3 cac vdi phan tich nhan td kham pha, Tiep theo la ket nhom yen to nen cac bien deu duac chap qua ma tran nhan td thuc hien vdi phep xoay nhanvacd rin cay, Varimax dugc die hien bang sau 4.2 Phan tich nhan t6 kham pha (EFA) 2.1 Cdc biin doc lap Bdng 2: Kit qud ma trdn nhdn to dd xoay (hieu chinh ldn cudi) Nhom nh^n to Nhan td GG4 (Tdi san sang tra them tien cho gao hiiu co) 0,848 GG2 (Gia gao hiiu co la quan trpng ddi vdi tdi) 0,843 GG3 (Tdi nghT gao hiiu ca khong dat han gao thong 0,808 thudng) GGI (Gia ciia gao hiru ca phii hpp vdi lgi ich cua nd) 0,464 MTl (Toi nhan biet cac van de ve mdi trudng) 0,936 MT2 (Tdi ludn quan tam d^n khia canh mdi trudng 0,852 lua chgn gao) MT3 (Tdi tin rSng gao hiiu co than thien vdi mdi tmdng) KT3 (Tdi biit nhieu ve each danh gia gao hii'u co so vdi gao thdng thudng,) KT4 (Tdi cd ki8n thiic ve gao hiiu ca thdng qua viec sir dung/nghe ndi/ doc bao,.,) KT2 (Tdi cd thS phan biet gao hiiu ca so vdi gao thong thudng) 0,859 SK5 (Tdi nghi dimg gao hiiu ca an toan va tdt han cho siic khoe,) SK2 (Toi quan tam den lugng chk dmh dudng trang gao tieu thu hang ngay) SK4 (Tdi nghT gao hiru co giau dinh dudng hon thuc) Eiginvalue Cumulative (%) 4,041 31,085 2,020 46,620 1,593 1,150 58,870 67,720 Chuven n : Khoa hoc xa hoi va hanh vi - TAP CHI KIlNin ldn hon 0,5 va d ^ ling da>' du dieu kien nghien ciiu yeu cau 4.2.2 Biin phu thude Ta cd kat qua kiSm diiili he sd KMO = 0,843> 0,5; Sig, kiim dinii Bartletfs Test - 0,000< 0,05,do va\ cac biaii cd tuong quan vdi nliau va hoan toan phii hgp vdi phan tich nhan td kham pha Bang ket qua phan tich nhan td cho thay cd tat ca 13/26 bien dat yeu cau EFA, neu xet theo tieu chuan Eiginvalue phan tich la 1,150 > I thi 13/26 bien quan sat dugc riit lai nhan td Trong bang ta ciing tha\' dugc phuang sai cong ddn Comulative bang 67.72% >50% nen nhan td dupc nit giai thich dugc gan 68% bien thien cua dii lieu He so tai nhan td ciia tat ca cac bien deu "idng 3: Kit qud ma Iran nhdn to Nhom nh§n to Bien quan sat 0,874 Tdi cd ke hoach tang luang gao hiru ca tdng lupng gaa Tdi chac chan se mua gao hiiu ca vao lan mua tiep theo 0,852 Tdi du dmh mua gao hiiu ca thdi gian tdi 0,843 Tdi cd ke haach bat dau mua gao hiiu ca 0,839 Toi se tim hieu ve gao hiiu ca 0,798 ciia md hinh la 63%> hay ndi each khac cac bien ddc lap giai tliich dugc 63% phucmg sai cua bi6n phu diudc, Ngoai ki6m dinh Durbm-Watson la 2.148 chimg td khdng cd tuong quan He sd phdng dai phuang sai VIF < cho thay cac bien ddc lap khdng cd quan he chat che vdi nen khdng xay hien tuong da cdng tuyen Tir bang kel qua ma tran nhan td tren, co the thay ca ba bien quan sat deu cd he sd tai nhan to ldn hon 0,5 va dat yeu cau phan tich nhan td, 4.3 Phan tich hoi quy tuyin tinh boi Ket qua tdng hap cho thay, he sd xac dinh R= 0,635 va he sd R" hieu chinh md hinh la 0,630 Ben canh dd, kiem dinh F tha\- mite y nghia Sig ^ 0,000 dieu cho tha>' rang thich hpp ? 4: BdngANOVA eiia md hinh Tong binh Trung binh binh phutmg phuong Hoi quy 142 467 35.617 Con lai 82 002 345 238 Total 224 469 349 Bang cho tliay Sig ^ 0.00 nhd hon 0.05 nen mo hinh hdi quy tuyen tinh dugc xay dung phii hgp xdi tdng the Sig ,000b De xem xet mire dp anh hudng cua timg nhan td din biSn phu diudc y dinh mua ta xem xet bang sd hdi quy sau; • -Chuyiin muc: KJoa noc la hoi va hanh vi - TAP CHJ KINH IE & QUAM TRI KINH DOANH S6 12 (2020) Bang 5: Bdng trgng sd hdi quy (Coeff gents') He so hoi quy chira He so hoi quy chuan hoa Model chuan hoa T Sig, -2,509 0,013 B Std, Error -0,488 0,195 GG 0,603 0,042 0,510 14,196 KT -0,014 0,041 -0,012 -0,343 SK 0,375 0,041 0,346 MT 0,167 0,037 0,166 Constant Beta Tir ket qua hdi qu>" tren, ta cd ham hdi quy dugc viit lai nhu sau YDMH ^0,488+ 0,510*GG + 0,346*SK + 0,166*MT Xem xet bang trpng sd hdi quy chimg ta thay CO bon nhan td la GG SK va MT cd tac dong cimg chieu vaa bien phu thudc YDMH vi trpng sd hoi qu>' B cua bdn nhan td cd y nghia thdng ke (p < 0,05), neu xem xet mire tac dong cua bdn nhan to len bien phu thudc YDMH, chiing ta cd lan lugt thii tu tac ddng tir cao den thap cua timg nhan to tuong ling vdi miic beta chuan hda nhu sau: GG (P ^ 0,510), SK (P = 0,346) va MT (p - 0,166) Ket luan Nghien ciru dugc thuc hien qua hai budc; Dinh tinh va dinh lugng, Ket qua nghien cu'u dinh lupng vdi kich thudc mau hgp le la 350 da cho thay cac thang da dam bao tm cay, dp gia tn cho phep va 03 gia thuyet nghien cuu dugc chap nhan, bi bac bd Cu the la yeu td anh hudng tich cue den Y dinh mua gao hihi ca cua ngudi tieu dimg, xep theo muc tac ddng giam dan: Nhan thirc ve gia gao hiru co (P =^ 0,51), sir quan tam den sice khoe (p - 0,346) va su quan tam den moi tnrdng (P ^ 0,166) Da corig tuyen T VIF 0,000 0,819 1,221 0,732 0,914 1,094 9,082 0,000 0,729 1,372 4,552 0,000 0,801 1,249 Nghien ciiu da chi nhan thiic ve gia san pham la nhan td cd anh hudng manh nhat md hinh va cd tac ddng cimg chieu vdi y dinh mua gap hiiu ca ngudi tieu dimg cd nhan thiic ve gia cang cao thi y dinh mua san pham cang ldn Ngoai ra, yeu td thir dd chinh su quan tam den sire khde, ngudi tieu dimg six dung san pham gao huu ca quan tam den sue khde cua minh (sir dung nham bao ve siic khde) va cudi cimg la nhan thirc ve mdi trudng Do vay cac doanh nghiep kinh doanh gao hiru CO quan tam den cac den ddi tugng sii dung gao hiiu ca la nhirng ngudi cd nhan thiic ve gia sail pham tdt va quan tam den siic khde cua ban than, gia dinh dieu dac biet la hp quan tam den yeu td mdi trudng hanh vi mua sam ciia minh, Chinh vi the, doanh nghiep xay dung chien luge kmh doanh chii y den cac \'eu to tren nham dinh hinh nhdm khach hang va ke hoach quang ba cho phii hap Ngoai ra, cac doanh nghiep cd the xay dimg chien luge marketing tap trung thay doi nhan thiic ciia ngudi tieu dimg ve gia san pham ciing nhu tam quan trpng cua gao hiru ca doi vdi siic khde ngudi ticu diing va than thien han vdi moi trudng : Khoa hoc \a hoi >a hanh vi - TAP CIII KINi > >^^ TAI LIEU THAM KHAO 11], Ajzen I va Fishben VI (1975) Belief, attitude, intention and behavior An introduciion lo theory and research, Addison - Wessle\ Mass [2] Ajzen 1, (1991) The dieor>- of planned behaviour Organizational behaviour and human decision processes, 50 179-211 [3] Fishbein M va Ajzen I (1975) Belief, attitude, intention and behavior , An wti-oduciion lo theory and research reading [4] Ihsan Effendi (2015) Analysis of Consumer Behavior of Organic Food m North Sumatra Province, hidonesia Journal of Business and Management, 4, 44-58 [5] Nguyen T.H (2012) Key factors affeenng consumer purchase intention - A study of safe vegetable inHo Chl Mmh City, f-iemam, Universitj* of Economics, Ho Chi Mmh Cit\-, [6] Le Thu\- Huang (2014) Nghien cini cdc nhdn td dnh huong din y dmh mua thuc phdm an todn ciia cu ddn thi - Ldy vi du tgi Ttidnh Phd Ha Ndi Luan van Thac sT Tmdng DH Kinli te Qudc dan [7] Alamsyah D.P, va AngliawaU R.Y- (2015) Buying Behavior Of Organic Vegetables Product, The Effects Of Perceptions Of Quality- And Risk International Joumal of Scientific and Technology Reseach A, 2%-3>5 |8], Ming\an Yang (2014) Consumer Atntude and Purchase IntenUon towards Organic Food A quanntative study of China, LimiEeus University [9] Dickieson J,, Arkus V , va Wiertz C, (2009) Factors that influence the purchase of organic food: A study of consumer behaviour m the UK, Msc in Management (Hornor), Cass Business School, London [10] Nguyen Van Thuan va Vo Thanh Danh (2011) Cac yeutd anh hudng den hanh vi tieu diing rau an toanXaiTP.Ca]iTha,TgpchiKJwa hocn-udngDai hocCdnTha, I7B, 113-119 [II] Philip Kotler L.H.A (dich) (2017), Thdu hiiu tiip thi tir A din Z, Nha xudt ban Tre, Hd Chi Minh, [12] Hoang Trpng va Chu Nguyen Mdng Ngpc (2008) Phdn tich dit lieu nghien cim vdi SPSS., Nha xuat ban Hdng Diic, Ha Ndi Thong tin t i e gia: Trinh PhuicNguyiin - Bon M cong tac- Tnmg Tan, NCPTNI - I mong DH An G,ang - Da, hoc Quocg,aH„Ch,M.nh - Dia chl email lpnguyenfcv,agu.edii.vn Nguyen Thi Diem Hang - Dot! u cong tac- Khoa Kinli {k - QTKD - Trudng DH An Giang - Dai hoc Quoc gia Ho Chi Minh Nguyen Van Kien - Don M cong tac Tmng Tain NCPTNT - Trudiig DH An Giang - Dai hoc Quoc giaHo Chi Minh Ngay nhta ba, 20/02/2020 Ngay nhan ban sua 25/03/2020 Ngay duyet dSng-29/3/2020 ... 0,761 6,80 3,211 0,733 Nhan thirc gia Cronbach's Alpha long = 0,756 0,318 10,23 10,11 4,061 0,731 Y dinh mua g:ao hiiTi CO Cronbach's Alpha? ?long = 0,896 14.23 11,052 0.685 14,31 11,165 0,744 14,35... cao nang lue bdn hang Til- khoa: Gao hiru ca sue khoe mdi trudng gid sdn phdm, Ddng bdng sdng Cuu Long, y dinh mua FACTORS AFFECTING THE CUSTOMERS' INTENTION TO BUY ORGANIC RICE AT MEKONG DETA Abstract... surveying 350 people in Mekong Deta Tlieoiy of planned behaviour (TPB) is used with adjustment, along with Cronbach's Alpha rehability analysis method, exploratoiy factor analysis (EFA) and multiple