TIEU B S J N G THirc P H A M HU^U CO: NGHIEN CU^U Ttr THAI DO DEN HANH VI MUA THIT HUTJ CO CUA NGlTcn TIEU DUNG VIET NAM Nguyen Hoang Viet Phdng Qudn ly khoa hgc - Trudng Dgi hgc Thuang mai Email: nhviet(§),tmu.edu.vn Nguyen Bach Khoa Tap chl Khoa hgc thuang mgi - Trudng Dgi hgc Thirang mai Email: nbkhoa@tfnu.edu.vn Nguyen Thg Ninh Khoa Marketing - Truffiig Dgi hge Thuang men Email: ninh.nguyen@latrobe.edu.au Nguyen Thi My Nguyet Khoa Qudn tri kinh doanh - Truang Dgi hgc Thuang mgi Email: mynguyet@tmii edu Ngay nhan; 24/12/2019 Ngay nlian ban sita, 20/3/2020 Ngay duyel dang: 05/5/2020 Tom t^t: Nghien cini ndy xem xet dnh hu&ng cita cdc yiu to cd nhdn vd cdcyiu to bdi cdnh (thue hdnh marketing xanh vd rdo cdn vi gid) din thdi vd hdnh vi mua thuc phdm him ca cita ngudi tiiu diing Viet Nam Mo hinh nghien cim duac kiim dinh voi 819 nguai tieu diing thit hihi ca tgi thdnh lan Hd Ngi vd Ho Chi Minh Kit qud cho thdy thdi khdng ddn din hdnh vi mua thit huu ca trin thuc ti Kit qud nghien cim ciing khdng dinh lai quan tdm ve moi truang, quan tdm vian todn thuc phdm, y thuc vi sice khoe vd kien thuc vi thit hihi cff diu cd dnh hu&ng tich cue din thdi do; ti-ong rdo cdn vi gid co dnh huang nguac chiiu t&i hdnh vi mua eua ngu&i tieu dung Tir khoa: Hanh vi mua; Marketing xanh; Nguoi tieu dung Viet Nam; Thai do; Thirc pham hiruc0 Ma JEL: M31 Organic food consumption: A study of Vietnamese consumers' attitudes and behaviours towards organic meat Absti-act: This study aims to investigate the integrative effects of Vietnamese consumers' personal factors and their situational context on their attitude and purchase behavior with organic food Data were collected using a customized and validated survey insti-iiment from a sample of 819 organic meat consumers at food outlets in Hanoi and Ho Chi Minh city of Vietnam The findings suggested that positive attitude did not necessarily translate into their actual purchase of organic meat Consumers' concerns regarding the environment, health, food safety and their knowledge of oiganic food, all significantly impacted their attitude towards thepurchase behavior of organic meat Conversely, premium prices of organic meat were certainly a deterrent for the actual purchase oforganie meat Food stores 'green marketing practices significantly enhanced consumers' actual purchase behavior Keywords: Attitude towards buying; gi-een marketing; purchase behaviour; organic food; Vietnamese consumers JEL Code: M31 Sd275thdng 5/2020 67 Killlltyililtlril'fl trgng va dugc kidm soat chat che tiieo quj •^ ^''-'^ ^han Mffdau Thuc phSm hiru co dirge coi la thuc pham xanh nuoi Oieu tfit yen din dan gia tbit huu va sach Mac dii ton tai nhieu dinb iigliTa kliac nliau, CO cao ban rtr 3-5 ISn cac san phSni thong tbuoiig nhung \4 ca ban thuc pham hiiu ca co the dugc Cac ngbien cim kidni chimg va hanli vi mua tbit hiru hieu la tk ca nhung san pham nong san, gia siic, gia CO khong phong phii nhu d6i \OT thuc pham hiru cg c§m dugc ngucri nong dan hay cac nong trai, co so khac nhu rau qua hay sTra huu ca Nghien ciru co muc dich danh gia anh huong san xuat theo quy trinh nr nhien, khong su dung hoa chSt doc hai, tai su dung vat lieu va tiet kiem nang cua cac ydu td ca nhan va tinh huong tgi thai va lugng cung cap cbo ngugi tieu diing (Chucmg trinh tir thai den banh vi mua tbit buu ca ciia nguai tieu hiJu CO quoc gia My) Nhu cau ve thirc pham huu dimg Viet Nam Du lieu thu thap tii' bang boi cho ca dang mot tang len nguoi tieu dimg mlu 819 ngugi tieu dimg tai chuoi cira hang thuc cang quan tam toi sue khoe va van de moi truong pham tai Ha Ngi va H6 Chi Minh Kgt qua Theo Kantar World Travel (2018), thi trucmg thuc nghien ciiu chi sir quan tam ciia nguoi tieu dimg pham hiru co the giai bien chiem khoang 5% doi vai moi tmong, siic khoe, an toan thuc pbam va doanh thu thuc pham va uong toan cau Nam hieu biet ve thuc pham hiiu co c6 tac dgng dang ke 2018, thi truang n-en the giai dat 81 ty la My den hanh vi mua Ket qua nghien cuu la ggi y Iiihi va du kien den nam 2020 tang tmang gan 35% dat ich cho cac nba san xuat - che bien, nlia phan phoi, ban le, nlia nuac va nguai tieu ditng nham thuc day 110 ty USD tieu diing thit hiru co noi rieng va tbirc pham htiu ca Tieu dung thuc pham biJu ca dugc cgng nlian noi chung a Viet Nam rgng rai la mgt pban ciia hanh vi tieu dimg ben vung Cg sg ly thuyet va cac gia thuyet nghien cii'u (Smith & Paladino, 2010) Dieu mgt phan xuat phat tir trach nhiem doi voi xa hgi va moi truang 2.1 Cff Sff ly thuyet cua nguai tieu dung cung nbu lgi ich va su Iua chpn Nhin chung, nguoi tieu dimg co thai tich cue ca nban (Venneir & Verbeke, 2006) Phan Ion cac doi vai viec mua cac san pham xanh bao gom thirc nghien cuu ve banh vi mua thuc pham hiru cg lay pham hiin co, thuang c6 xu huang mua hang tren boi canli cac nuoc phat trien; hieu biet ve cac ykxi t6 thuc te Moi Hen he giiia thai va hanh vi da dugc anb huong tgi banh vi mua thuc pham buu co ciia nghien ciru mot so Iy thuyet nhu Kiln thijc nguoi tieu dimg tai cac quoc gia nay, nhien cac Thai - Hanh vi, ly thuygt Alphabet va Ly tbuy6t nghien cuu tai Viet Nam han che Da s6 nguoi mg rgng vk Hanh vi kB hoach (TPB) Mo hinb Kign tieu dimg tm rang thuc pbam hitu ca than thien vai thirc - Thai - Hanh vi chi rang kign thijc lien moi tmong, lanh manli hem co lgi cho sue khoe, quan den mot tmirag dan dSn thai moi bn-gng, sacb ban, bo duang ban, ngon hmi \'a an toan hon va chinb dieu time dSy hanh vi ung hg moi so vai thuc pham thong thuong (Ar\'o!a & cgng su, tmong (Ajzen, 1985; Arvola & cong sir, 2009) Mot 2008; Chen & cgng str, 2014) Phin lan cac nghien so nlia nghien cim TPB ma rong cho r3ng thai dg cim ve thuc pham hihi co tap trung vao cac ydu to ca anh buong dgn hanh vi thuc tg trirc tiep va gian tiep nhan ciia ngucri tieu dung nham thiic day thai va thong qua y djnb banh vi Zepeda & Li (2009) phat hanh vi mua hang lien quan den thuc pham hiru co trien thuyet Alphabet g,ai thieh dong Iuc thuc dSy (Huglmer & cgng su, 2007) tieu dung thuc pham hii'u ca thong qua vigc tich hop Nghien ciiu ciia Krystallis & cgng su (2008) cho cac yeu to chinh eua mo hinb Gia tn ^ Nigm tin thay tbit hiru co phai trai qua mgt quy trinh khep Quy tac (VBN) va Iy thuygt Thai -Hanh vi - B6 kin tir chan nuoi - giet mo - tieu tbu Toan bg qua canh (ABC) voi kien thiic va thoi quen trinh nuoi kliong dugc su dung thuoc khang sinh, thiic an khong co nguon goc dgng vat, ma toan bg n h r n ' f " " " ' ' ' " ' ' ^ ' ' " ^ t l ) tap trung vao bang nguon goc thuc vat Dac biet, chuong trai dugc nhnd,iigcacyeut6tacd6iigdgnthaid6d6ivgi lot dem sinh hgc de xii ly chat thai, nen du chan t^'lm l a " " • ' " "^'^'^ ^^" ^ ^ - ^'"^^ tigp Uf tam quan ctia thai rto ,.a -' • nuoi nliung khong dugc xa thai bat ky chat thai nao viec mil thtH, •• "™ "•= su can thiet moi tnrong Thirc an chinh ciia vat nuoi la cam viec giai thich nguyen nhan thai „•, •• •gao ngo dau tirong, qua trinh chan nuoi ding khong din tai hauh yi mu fln, T " ™ *"=" boan toan khong sir dung khang sinh cac chat tang t r - l u c t S N g h i e n c u u u a r a * ! ' ' ™ " ™ ^ " •hu ke, hop cae bian s S t i J i •^thai '^™ '- ™ " ^ ^ • haith VI So 275 thdng S/2020 mua >,^.'r—- i to tinb thg (thuc hanh marketing xanb va rao can gia) Ba ygu to tign d6 dugc xac dinh la quan trgng nhat toi thai la ni6i quan tam tai moi tmong, ve an toan thuc phSm va y thirc vS siic khoe (Rana & Paul (2017) Kign thirc vg thuc pham hiru ca ciing dugc de xuat nghien CIJU hi mm quan he giiia kien thiic-thai (Tanner & Kast, 2003) Mo hinh nghien cim dugc de xuat nhu sau (hinh I) 2.2 Cdc gid thuyet nghien cmt -Mdi quan tdm den moi trudug dugc hieu la nhan thirc vl nhiing van de c6 lien quan dgn moi truang va n6 lire va san sang cua ca nhan de tim giai phap giai quyet van de moi tmong Nghign ciiu ciia Albayrak & cong sir (2013), Ninh & cgng su(2016) chi rang nguoi tieu diing co quan tam dgn moi Inrcmg, co thai tich cue ve van dg va san sang chi tra nhieu hem cho cac san pham than thien voi moi tracmg va co hanh vi img ho moi truong Nbieu nghien cim thuc nghiem kgt luan mgi quan tam den moi traimg co anh hucmg tich cue den thai doi vai thuc pham hiiu co a ca cac quoc gia phat trien va dang phat trien nhu Uc, Dai Loan, Tmng Quoc, An Do Gia thuygt dugc de xuat la: Gia thuyet HI: Moi quan tam den moi truang c6 tac dong tich cue den thai mua thit hiiu co cita ngucri tieu dimg - Mdi quan tdm vi an todn thuc phdm: van de ve sinh an toan thirc pham la moi quan tara hang dau cua nguai tigu dung hien Michaelidou & Hassan (2008) khang dinh rang moi quan tam ve an toan thuc pham la ygu t6 chinh giai thich thai cua ngucri tieu dimg doi vai thuc pham hiru eg Moi quan tam gin lien vai vSn de sii' dung thuoc tt-Cr sau, phan bon, thuoc khang sinh, phu gia va chat bao quan nlian tao qua trinb chan nuoi, chg bign Phuong thirc san xuSt him co dugc xem la kliong bao gom cac hoa chat kg trgn va nguoi tieu dimg thucmg xuygn tin tuang riing thit hiin co c6 ham lugng ton du it ban (Van Loo & cgng su, 2010) Gia thuyet dugc de xuat la: Gia thuyet H2: Moi quan tam vg an toan thuc pham CO anh huong tich cue den thai mua thit htiu eg cua nguai tigu diing - Fiftifcvemc^/zde: phan anh suy nghT ciia ca nhan vg cac van dg siic khbe va su san sang thuc hien cac hanli dgng dg dam bao sue khoe (Aertsens & cgng sir, 2009) Nguoi ta tin rang thit hiru co tfit cho sire khoe vi giau gia tri dinb duang va khong chiia hoa chat CO hai Mac du Tarkiainen & Sundqvist (2005) chi rang y thiic vg siic khoe khong lien quan den du doan thai dg mua thuc pham hiiu co, nhung phan Ion cac nghien cuu tmoc day da xac nhan moi quan he tich cue giira cac bien so Yadav & Pathak (2016) kliang dinh rang y thuc vg sue klioe la ygu to du bao ro rang nhat vg thai Gia thuygt dugc dg xuat la: Gia thuygt H3: Y thiic ve sire khoe co tac dgng tich cue tgi thai mua thjt him ca cua nguoi tieu diing - Kiin thiec ve thuc phdm hiiu ca: kien thiic cua nguai tieu dimg vg thirc pham hihi ca dong vai tro Hinh Mo hinh nghien cmi de xuat So 275 thdng 5/2020 hinhlfAllrifn nban gop phan gia t ^ g nhan muc nguv -e va hanh vi tigu dung ben viing (Peattie 2001) Oia thuyet dugc de xuat la: Gia thuyet H6: Thirc hanh marketing xanh tai cac cua bang tbirc pb§m co tac dgng tich cue dgn hanh vi mua thit huu eg cua nguai tieu diing - Rdo cdn vi gid: Chi phi san_ xuat thuc pham huu CO cao ban tir gSp mai tai gip ,'" BAS3 ^gmn • Tdng hap tu kit qud khdo sdt licfp Irong bang dual day (3 Viet Nam, phu nii vin la ddi togng mua s t a chinh, dac biet la d6i vai mat hang thuc pham gia dinh (nu chiSm tren 60%) Nhom doi tucmg nghien cmi la nhiing nguoi tir 18 tuoi trtr len va cac phan loai cac nhom tuoi kha tuong dong vcri xgp loai tu6i bao cao dieu tra miic stag ho gia dinh tai Viet Nam (T6ng cue ThSng ke, 2018) G k 45% mSu khao sat c6 thu nhap miic cao tir 20-30 trieu/thang Nhin chung tap Sd 275 Ihdng 5/2020 0,787 0,716 0,743 0,713 0.769 0731 0.789 0.749 ' 0.727 0.729 0.745 mlu nghien ciiu co tinh dai dien Ket qua nghien ciiu Du lieu duoc t6ng hgp va ti8n hanh phan tich nhan 18 khSng dinh (CFA) va phan tich tm cay bing Cronbach's alpha Cac gia thuyet duoc kiem dinh bing mo hinli phuong trinh cau taic (SEM) Phin mem su dung phan tich dtt lieu lii SPSS va AMOS Phan tich CFA cling diroc sir dung danh gia mirc phil hop cua thang He so Cronbach's Alpha cho thiy cac nhan 16 dju dat duoc tm cay Bang Thong ke mo ta va cac gia trj p h a n b i l t TT M SD EN\ EV\' 4,665 1,226 0,766 SAF HEA KNO ATT G-MA SAF 4,859 1,090 0,321 0.762 HEA 4,856 1,198 0,295 0,212 KNO 3,686 1,084 0,295 0,256 0,290 0,732 ATT 4,644 1,207 0,420 0,368 0,354 0,274 GIVIA 4,586 1,147 0,342 0,278 0,224 0,334 0,448 0,760 BAR 3,239 1,069 -0,408 -0,418 -0,235 -0,419 -0,491 -0,393 BAR 0,751 0,740 Ngudn Tdng hgp tir ket qud khdo sdt vdi he sd a Idn b o n 0,7 (bang 3) dat tigu chuan cho phep (Nunnally, 1978); ngu bd di bat cii bign quan sat nao nhan to tbi he sd Alpha dgu giam, dong thdi he so tuong quan bign tong deu Idn bon k h d n g cd hien tucmg d a c d n g m y e n Ghi chu: - FLs be so tai nban td; a: he sd C r o n b a c h ' s alpha; 0,3 ngn tat ca quan sat dgu d u g c giu Iai He sd K M O - CR: tin cay; AVE: p h u o n g sai trich = 0,658 (thoa man 0,5 < K M O < I) ngn EFA phu h g p Phan tich nhan to EFA (bang 3) cbi gia tri a nam vdi diJ lieu va Chl-quare cua kiem dinli Bartlett dat klioang 0,777 den 0,848 Cac b e sd t u o n g quan 357,933 vdi rntrc Sig = 0,000 (thoa man sig < 0,05); bign tdng hieu cbinh dgu ldn h o n 0,5 Cd thg ket vay cac bien quan sat co tuong quan vdi nliau xet luan tinh bieu luc d o n g nhat cua thang (internal tren pham vi tong the consistency reliability) Miic phil bgp (GOF) cua thang v a m d Kgt qua k i e m dinh b a n g m d h i n b S E M cho kgt hmh cau tnic dugc ludng bdi cac chi s6 d o qua p < , 0 ; f / d f = 1.052; G F l = 0,949; A G F I = phil h g p tbdng thudng, gdm x'/df, chi sd miic 0,936; CFI = 0,977; TLI - 0,974; R M S E A - 0,031 phil bcfp tuyet ddi (GPI), chi sd miic dieu Ket qua phan tich cac he sd hdi quy m d hinh cbinb (AGFl), cbi s6 so sanh phu b g p (CFT), chi sd cho thay tat ca cac bign ddc lap ( t n i bien Thai dd) Tucker & Lewis (TLI), R M S E A Tbeo Hair & cdng CO mirc y nghia (Sig) bSng 0,000 K a t qua kigm dinh su (2010) thi mo hinh co pbii b g p tdt ngu -/-/df < 3, cac gia tri GFl, CFI, TLI > 0,90 va R M S E A < 0,08 Ket qua thong ke cho t h i y ; ? < 0,001; f2ldf= 1,330; G F l = 0,935; AGFI = 0,951; CFI = 0,979; TLI = 0,983; R M S E A - 0,024 Cac he s6 tai nhaii td (FL) deu Idn h o n 0,5, tin cay (CR) Idn bon 0,7 va phucmg sai trich (AVE) Idn hon 0,5 dam bao gia thuyet d u g c the hien b a n g 4, cac gia thuygt H I , H2, H , H4, H6 va H d u g c chSp nhan, gia thigt H5 bi loai bo Quan tam dgn mdi t r u d n g (|3 = 0,285, p < 0,001), quan tara vg an toan t h u c pb5m (J3 = 0,228, p < 0,001), y thiic vg sue k h d e (p = 0,251, p < 0,001) v a kign thiic vg thuc phSm hiru e g (p = 0,103, p < 0,05) CO anb h u d n g thuan chigu dgn thai Bang Ket qua k i l m dinh cac gia thuyet nghien ciju Gia thuyet B t-Value H I : E N V - ^ Thai dp 0,285 5,365 H2: SAF - * Thai 0,228 4,702 H3:HEA^Thaido 0,251 4,202 H4: KNO-> Thai 0,103 2,038 H5: ATT —* Hanh vi mua 0,046 1,142 H6: GMA —r Hanh vi mua 0,427 8,872 H7: BAR - * Hanh vi mua -0,205 -4,305 Ghi chii: * * * p < 0,001 p-Value Ket q u a Chap nhan Chap nhan Chap nban ChSp nhan 0.219 Bac bo Chap nhan Chap nhan Ngudn: Tdng hop tir ket qua khdo sdt So 275 thdng 5/2020 iJnlili'JIiiillneii uyi:.ô" "V- ;'ã"-'" '"''ã" ' "ã" I"'"'' '^^^ he giiia thai ,16 va hanh vi mua ±ijc pham hilu co mac du co tuong quan thuan song khong dang ke (P = 0,046, p > 0,05) Bign thuc hanli marketing xanh cOng cd anli huang tich cue d miic cao dgn hanh vi mua thit hu'u C0 (P = 0,427, p < 0,001) va rao can gia cd tac ddng tucmg quan ngugc (p = -0,205, p < 0,001) 5, Thao luan va m6t s6 ham y kign nghi Kgt qua dang chu y cua nghien cuu la khoang ttfing v6 thai - hanh vi viec Iua chon va tieu dung thuc pham hTm cg, cit the la thai ddi vdi tbit hihi CO khong din den hanh vi mua tren thuc te Ket qua nghien ciiu cd su khac biet vdi cac nghien ciiu tmdc day ciia Dahm & cdng sir (2009), Aertsen & cong sir (2011) da chi thai cd tac ddng thiic dSy hanh vi tieu dimg thuc pham hiiu co; cbo th§y su ton tai khoang nghien cim ve thai do- hanh vi boi canh nghien ciiu mdi (thit hiiu eg tai Viet Nam) Ket qua nghign ciiu ciing kbang dinb lai ygu to rao can vg gia thit hiru eg cd anb hudng ngugc chieu tdi hanh vi mua cua ngudi tigu ditng (Verhoef, 2005) Digu hoan toan cd the dugc giai thich bdi han che ve thu nhap va kha nang tai chinh ciia ngudi tieu diing Viet Nam Diem dang chit y mia la thirc hanli marketing xanh tai cac cita hang thuc pham, digm ban le cd tac d6ng dang kg thuc d§y (p = 0,427) banh vi mua thit hihi CO cua ngudi tigu dirng Ket qua phu hgp v6i cac nghien cuu trudc day ca ddi voi cac qudc gia phat h-ign va dang phat trign (Mohd Suki, 2018), d6ng thdi khang dinh lai thuc hanh marketing xanh va gia can dugc long ghep vao md hinh kigm dinh vg hanh vi mua thuc pham hiiu eg ciia ngudi tigu dimg Trong bdn yeu td anb hirdng dgn thai mua thuc pham huu eg ciia ngudi tigu dimg thi kign thirc Iai cd anb hudng thSp nhk (P = 0,103), cd thg giai thich kgt qua ngudi tieu dimg Viet Nam cd higu biet thap vg thuc pham hiiu eg noi chung va thit huu ca ndi rigng (M= 3,686) Ngu'di tieu dimg chua thuc sir higu bigt vg lgi ich cua thirc phSm hiru co, dac biet la viec nhan bigt va phan biet giua thuc ph^m hiiu eg vdi thuc pham sach thong thirdng Quan tam den mdi trudng la y6u td cd anh hudng manh nh§t den thai du ngudi tieu dung Viet Nam, mac dii tai cac nudc dang phat trign khac nhu Trung Qudc, An Do yeu to Iai it cd anh hudng dgn hanh vi mua (Xie & cdng su, 2015; Ninh & cong sir, 2017) Co the giai thich ket qua tir tap mlu la ngudi tigu dimg tai thanb ph6 phat trign nhat va co quan tam hon dgn moi trudng Nhij'ng ket qua nghign ciiu Uen la cg sd kbuygn ngbi cac cua hang thuc ph&n chn dky manh triin kbai cac phdi thiic marketing xanh dudi nhigu hinh thirc nhu tang cudng ket ndi vdi cac nha san xuat cd uy tin de md rong mang ludi ban le thuc phim hiiu co; cac cgng cu xiic tign tai diem ban (phat td rai, bien hieu va nhan vien br vkn) Bgn canh dd, nhu cau ve thit huu ca co the dugc gia tang bSng viec cac bgn bgn quan chudi cung irng phai kigm soat tot cau tnic chi phi nham giam gia san pham Mac dii thai cd tac dgng thuan chieu (d miic yeu) den hanh vi mua cua ngudi tieu dimg, nhung cac co quan quan Iy nha nudc va cac ben Iign quan (doanh nghiep, hiep hgi) vSn cin thigt phai day manli tuyen truygn, bign vg tieu dung thuc phim him co va cac van de vg an toan thuc pham, y thiic ve siic khde Loi thira nhan/Cam on; Nghien cini ndy diroc tdi tro b&i Quy Phdt trien k/ioa hpc vd cong nghe Qudc gia (NAFOSTED md.so 502.02-2018.303 Tai ligu tham khao: Aertsens, J., Verbeke, W., Mondelaers, K & Van Huylenbroeck, G (2009), 'Personal determinants oforganie food consumption'Areview', British Food Journal, 11, 1140-1167 Ajzen, (1985), 'From Intentions to Actions: A Theory of Planned Behavior', Acbon Control, DOI: httpsV/doi org/10.1007/978-3-642-69746-3_2 Albayrak, X & Caber, A.M (2013), 'The effect of environmental concern and sccpUcism on green purchase behaviour', Marketing Intelligence & Planning, 31(1), 27 - 39 Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lahteenmakia, L & Shepherd, R (2008), 'Predicting intentions to purchase organic food: The role of affective and moral aUitudes in the Theory of Planned Behaviour', Appetite, 50(2-3),443-454 Chamono, A., Rubio, S & Miranda, F (2008),' Character! sUcs of research on green marketing', Business Strategy and the Environment Volume, 18(4), 223-229 Chen, J., Lobo, A & Rajendran, N (2014), 'Drivers oforganie food purchase intentions m mainland China - evaluaUng So 275 thdng 5/2020 IviiilileJIiitKi'Jt'll potential customers' attitudes', demographics and segmentation, Inter Joumal of Consumer stuoie^ -"" •" •' Clark, M & Tilman, D (2017), 'Comparabve analysis, of environmental impacts of agricultural producuon systems, agricultural input efficiency, and food choice', Environmental Research Letters, 12(6), 336-362 Dahm, M.J., Samonte, A.V & Shows, A.R (2009), 'Organic foods: Do eco-triendly artimdes predict eco-friendly behaviors?', Joumal of American College Health, 58, 231-245 De Koning, J I , Cmi, M„ Wever, R & Brezet, J.C (2015), 'Sustainable consumption in Viemam: An explorative smdy among the urban middle class' International Joumal of Consumer SUidies, 39(6), 112-128 Dean, M , Raats, M.M & Shepherd, R (2012), 'The role of self-identity, past behavior, and their interaction in predicUng intention to purchase fresh and processed organic food' Journal of Applied Social Psychology, 42, 221-243 Hair, J.R, Black, W.C, Babin B.J & Anderson, R.E (2010), Multivariate Data Analysis, 7th ed Prentice Hall: Upper Saddle River, NJ USA Hughner, R S., McDonagh, P., Prothero, A., Shultz, C.J & Stanton, J (2007), 'Who are organic food consumers? 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Verbeke, 2006) Phan Ion cac doi vai viec mua cac san pham xanh bao gom thirc nghien cuu ve banh vi mua thuc pham hiru cg lay pham hiin co, thuang c6 xu huang mua hang tren boi canli cac nuoc phat