Nghien cufu hanh vi tieu dung my pham hiJu cof cua phu niJ Viet Nam^ ' * * PHAM THG HCrOMGTRAN THU TRANG" N G U Y I N THI LAM ANH"' Tom tat Vdi nghien cffu ndy, nhdm tdc gid hudng den nhdm ddi tugng Id phu nff Viet Nam tudi tff 18 din 60 vdi muc dich thdng qua khdo sdt de nhgn biet dugc hdnh vi tiiu dung my phdm hffu CO cua phu nff Viet Nam Tff de xudl mot sd gidi phdp cho doanh nghiep kinh doanh my phdm hffu cO tgi Viet Nam Tijrkhoa: hdnh vi liiu ddng ihi trudng my phdm, my phdm huu cO, phu nff Viet Nam Summary In this research, tbe authors focus on Vietnamese women from 18 to 60 years old for the purpose of researching the their consumption behavior of organic cosmetic Afterwards, some recommendations are proposed for organic cosmetic enterprises in Vielnam Keywords: consumption behavior, cosmetic market, organic cosmetic Vietnamese women Giai THIEU Hien nay, xu hffdng sff dung my pham hi?u ed dang cang phd bid'n tren toan the' gidi, ma nhieu nghidn cffu khoa hpc cho tha'y, cac phan hda hpc long hdp my pham la nguydn nhan ciia nhieu can benh nguy hiem (Kirchhof, M.G, 2013) Xu hffdng anh hffdng tich cffc tdi thi trffdng my pham Vidl Nam ndi ngffdi tidu dung vdn dT ffa thich cae san pham cd ngudn gd'c thien nhien hdn (Fumre Market Insight, 2014) Vi the', viee nghien cffu hanh vi lieu dung my pham hffu cd cua phu nff Vidl Nam va de xua'l mdt so' giai phap cho doanh nghiep kinh doanh mat hang la can thiel PHUONG PHAP NGHIEN CCfU Ctf sd Iy thuyet Sff gia lang manh me ve nhu eau lieu dung san pham hffu cd da nhan dffde sff quan tam Iff nhieu nha nghidn cffu Trong nghien cffu "From organic consumers lo organic consumption" (lam djch 'Tii' ngUdi tiiu ditng hffu cO tdi tieu thu sdn phdm hffu co") Anne Hoist Andersen (2011) phan tieh hanh vi lieu dung san pham hffu ed dffdi quan didm xa hdi hpc nhff la mpt hien tffdng eija cupc so'ng hang Nghien cffu "Impact of Consumer Behaviour on Organic Food Consumption in Select Cities in Maharashtra" (tam dich " dnh hudng cua hdnh vi tieu dilng di'n tiiu thu thffc phdm hffu CO tgi so thdnh phd d Maharashtra) (Doel Mukherjee, 2012) phan lich mffc dp anh hffdng cua cae nhan id mui vi, mffe dp tie'p can truyen thong va nhan khau hpc ldi hanh vi lieu dimg thffc pham hffu cd Hanh vi mua cua ngffdi tieu dung la Ihual ngff de chi hanh vi mua eua ngffdi tidu dung cud'i cung - cac ea nhan va hp gia dinh mua hang hda va dich vu de sff dung vao muc dich ca nhan hoac gia dinh Co thd dinh nghTa hanh vi mua eua ngffdi tieu dDng la loan bp hanh dpng ma ngffdi tidu dung bdc Id qua trinh lffa chon, mua sam, sff dung, danh gia hang hda va dieh vu nham thda man nhu cau cua hp Thong tff quy dinh ve quan ly my pham sd 06/2011/ TT-BYT Bp Y le ban hanh 25/01/2011 ehi dinh nghTa my pham, ma khdng d^ cap de'n khai mem "hffu cd" hay "my pham hffu ed" Cdn Tieu ehuan nganh lOTCN 602:2006 vl Hffu ed - Tidu chuan ve san xua't ndng nghiep hffu cd va che bie'n ban hanh theo Quyd'i dinh sd 4094 QD/ BNN-KHCN, 29/12/2006, thi hffu ed la "dffdc 'PGS, TS., " T S , , "", Trtfdng Dai hpc Ngoai thtfdng Ngaynhan bdi: 15/09/2019; Ngdy phdn bi?n: 20/10/2019; Ngdy duy$t dang 15/11/2019 'Bat bao lii m^t trotig nhiftig s^n pham cua nhom nghien ciJii Hanh vi tieu diing xanh CULI Trifclng Dai hoc Ngoi 37 HiMH 1: mcfC DO TIEP C^M CAC N G U N THOMG TIN CUA MGCfCJI TIEU DONG MY PHAM HfifU Cd san xua't bang cae phffdng phap quan ly san xua't dac bidt cd chti trpng de'n vide bao ve mdi trffdng va da't; khdng dffdc phep sff dung eac cha't hoa hpe long hdp (ke ca thud'c trff sau va phan bdn hda hpc) trff nhffng cha't dffdc lidt kd Phu luc I" Tffdng Iff nhff d Viet Nam, lai Hoa Ky, Dao Iual cua lien bang ve thffc pham, dffde pham va my pham (FD&C Act) va Dao luat ve ddng gdi va nhan hidu (FPLA) deu khong dinh nghTa "hffu cd" Hffu cd eh! dffdc giai thich cac van ban quy dinh ve chffng nhan san pham cua cac id chffc dde lap Do vay, my phS'm hffu ed dffdc hieu ddn gian la cac san pham Iam dep dat dffdc chffng nhan "san pham hffu ed" thda man cac lieu chuan dat bdi mdt td chffc ddc lap uy tin Mdt sd' loai chffng nhan hffu cd dffde edng nhan d quy md qud'c Id', nhff: ehffng nhan AGO (Uc), NSF (My2009), OASIS (M^-2008), Soil Association (Anh-2002) O Viel Nam, cd to chffc PSG Viet Nam dffdc Lien doan qude te eac phong trao ndng nghidp hu\i ed (IFOAM) cdng nhan la mdt hd Ihd'ng dam bao ed gia tri eho cac san pham hffu cd d ihj trffdng ndi dia tff nam 2004 Phu'dng phap nghien cihi Ngoai ngudn thdng tin thff ca'p, nhdm tac gia thu thap thdng tin sd ca'p bang each gu'i bd cau hdi trffc tie'p tdi ngffdi tieu diJng va khao sat trffc luye'n bang Google Form qua thff didn iff, hoac ehia se qua cac mang xa hdt, cac dien dan cua ngffdi lieu dung my pham thdi gian tff thang de'n thang 05/2018 De cd sd' lieu khao s^t, thi 350 mSu phie'u nghien cffu dffde gffi trffc tie'p va gian lid'p ihdng qua Google Form bang each dang lai vao cac nhdm nhan xel ve my pham, eac nhdm rao ban my pham, cac nhdm hffdng din eham sdc da trdn Facebook va cac didn dan danh cho phu nff Sau sang lpe va loai bd nhffng phie'u tra ldi khdng du thdng lin cdn Iai la 306 phie'u KETQUA NGHIEN CL/U V^ ly su" dung my phim hu'u cd Kd't qua khao sal cho tha'y, da sd ngffdi tieu dung my pham hffu cd hffdng tdi cac san pham dffdng da Khi dffdc hdi "Ly nao khie'n ban lffa chpn my pham hffu cd Ihay vi cae Ioai san ph^m khae?", thi cd 87,1% ngffdi tidu dung tra Idi la ngudn nguydn heu iff nhidn, khdng suf dung cac cha't tdng hdp hda hpc Cd nguyen nhan ehinh eho kdl qua la sff ffu vdn ed cua phu nff Viet 38 -dc tff nhidn va Nam vdl m\ p'^ • cho thay, tac cac minh chffng < ,nh ph^n ^^ng dpng tieu cffc cuu khoe hop hoa hoc nr, , n ldi siJc „^ul^i caaconngUc.i;,co8.1«/.ngLrO.«chm lira chonraypham hffu ca vi I")"'n"*^^" xuat drfdc J r a soat cha che va dam bao chl|-tWdng;3,2%triB.av,"hanchetoi da tac dong tdi moi tniong va 1,6% tra im VI dac die'm "khong thiT nghiena tren dong vai" cuaraypM'ra hitu cd • Vl miSc dO tie'p csn cac nguon thong tin ,„ Nguon thong tin ma ngiTfli tieu dung my pha'm hitu cd tiep can, gom: lunh nghiem ban thSn; gia dinh, ban be, d6tig nghigp; quang cao tren ti vi, bao, dai radio, tap chi; quang cao tr6n internet; website cua hang; ngtfdi ban hiing, quang cao tai dia die'm ban; diSn dan, cong dong mang; ngtfdi dinh hinh xu hirang (beauty bloggers) Ngtfdi tieu diing co the lua chon cac miJc dp tiep can thong tin tlf 0-4 Ket qua cho thay, nguon tbong tin ngifcJi tieu dung tig'p can nhieu nha't la gia dinh, ban be, dong nghiep vdi mffc dp tie'p can trung binh la 2,113/4 (Hinh 1) Vl mu'c quan cua cac ti^u chi danh gia my phS'm hffu crf Cong dung san pham, thtfong hieu va ntfdc xuii't xif la tieu chi dtfpc ngffdi tieu diing my pham hifu cd coi hdn ca Ket qua khao sat cho tha'y, mffc dp quan trpng trung bmh cua tieu chi lan litdt la 2,774/4; 2,468/4 vii 2,516/4 Khong CO ngffdi dtfdc hoi nao ltfa chpn mffc (khpng quan trpng) cho tieu chf Sap xe'p theo mflc quan trpng tff cao den thap, cac tieu chi danh gia my pham hffu CO lai gSm co; cac ye'u to cua cffa hang (dp hn cjy, stf than thien cua naffM ban ); gia ca, cac chtfong tnnh giam°gia, khuyen mai; Ih, hieu vathietke san phim J4tfc dp quan cia thi hie'u vii thietke san pha'm khong caocho tha'y " S f i f " ! ™ S my pha'm hifu c d i t b i anh htfong b4i cac trap ltfu, xu hj«nc khiraquyetdinhmnamypha'nhSC CO Dang chu y li cO tdi gSn SoTJZ dffpchoidSnhgia,,euchiti,iftks^s7' pham trpng mffcQua„ khong„ien, quan,rong h t a r i«, quan ,5 J """t: nffdc son" cia n g t f O i V i e t N ™ ^ ? " " 5nh htfdng tdi Stf danh t ^ ™ " ' M U1 ^o yeu to anh hffS„o m „ dinh mua my pha'm hOu cs ' '""' Ket qua khao sat cho ihs',, doi iff ye'u to-ca nhan c >'"UC; "ao ' *anh ''> hffdng manh me nha't ldi quyel dinh mua HINH 2: MOT SO YEU TO ANH HCTdNG TCSl cua ngffdi tidu dung my pham hffu cd QGYET DINH MGA MY PHAM HdU Cd Hp san siing thay ddi hoan loan quyd'i dinh mua ne'u hp cd thay ddi ve mong CA nhan ban c6 Ihay doi (ve mong j raudn, nhu cau va kha nang tai chinh P h i f c n g l l i i r c loan khflng ihuSn loi i Bia di^m mua hang kticng l l i i i | n iqi\ i Thai dp phuc vu ciia ngffdi ban cd San p f i i m I