Mô hình sự ảnh hưởng của các yếu tố tâm lý đến quyết định mua thực phẩm an toàn của người tiêu dùng hà nộ

Q U A N TR! KINH D O A N H MO HINH VtfaNH HVfdtiG CUtt CttC VEU TO TttM LV OEN OUVET OINH MUU THlTC PHBM UN TOttN cua NGUiCfi mu OUNG Ha NOI Phan Thi Thu Hoai Trudng Bai hoc ThUdng mai Email: ptthoai@gmail.com Nouven Thi Thu Huong Trudng Bai hoc Lao dpng - Xa hpi Email: ngthuhuong911@yahoo.com Ngaynh$n: 04/01/2016 Ngay nh$n lai: 14/01/2016 H^a so: 89 + 90.2BAdm.22 ^^^^i:>viet trinh bay ket qua nghien cQu ve cac yeu td tam ly nhu mQc dd hieu biet niem tin thai ^ y^^'^,^ ^^f "S'l^d/ tieu dung Ha Ngi ddi vdi thuc pham an toan va tim hieu mdi quan he cua cac nhan_ to den quyet dmh mua thuc pham an toan cua ngudi tieu dung de tQ hinh md hinh nghien cuu anh hUdng cua cac yeu tdnay tdi quyet dmh mua thUc pham an toan Nghien cQu dUdc thuc hien bang phuang phap nghien cQu dmh tinh vdi vide phdng van sau chuyen gia ITnh vuc market ing thUdng mai, cac nha quan ly doanh nghiep thUdng mai ban le thuc pham, ngudi tieu diing Ha Noi Nghien cUu cho thay mQc dd hieu biet ve thuc pham an toan cua ngudi tieu dung cdn han che S Tuv t!Z h-'nT '^° " " ' ^ " r " ' ' ' " ' ''^-' ^^ ^^^^ i"=l^ ouc ddi vdi cac san pham thuc pham an S Z T , % 1' "T-^ " ^ " '^""^ ^'"^'= ^°' * " " "'°"3 'T'^on dudc sQ dung thuc phdm an toan hoco quyet dmh mua thuc pham an toan Ca doanh nghiep ban le thQc pham cdcQa hang ban IS thuc plh an toan va ngudi tieu dung deu mong mudn cac ca quan nha nudcca lien quan denthUcphdmanZ cc cac Chmh sach kiem soat chSt che de san pham dUdc ban tai cac cQa hang thuc phim an todn Z on dmh ve nguon hang, chat luang, dam bao an toan sQc khde cho ngudi XTSZInahTelZ TQ khoa: yeu tdtam ly, ngudi tieu dung, thuc pham an toan (TPAT) quyet dmh mua I.Cdsdlythuye't Nhdm yeu to tam lv la mdt tronn nhrmn nhA^ yeu td cd Inh hudnq quan TronaTn hinh^ cua ngudi t i u r n r ^ n r n g h S i cOu ' n a l T a chon ba yeu to nhdrn tdmT^? mTn r i A ^ biet, niem' tin, thai dd eua gudi'tieu d J ^ v.^! quyet dmh mua thuc pha'm an toar^ (TPAT)' eda ngudi tieu dung Ha Ndi 11 ^^Al) cua 1.1 Quyet djnh mua TPAT Theo Phillip Kotier va Gary Amstrona 17019^ quyel dmh mua hang cua ngudi S d n n i ho^^ ^ssiz^ThB^ khoa hoc 56 thifdngmal , ^ l^'u^^t ^I_^' ' ' ° ^ " ^ ^^-"^ '^^^- ^hdng giOa qua *'';!'-^ ^ * " ^ "^'^ ^^ '^"V^^ ^'-"^ "^"^ ^ the' xay T M f f,Vf^ ^'^^ '°i ^"^^^^ ' ' i " ^ '^'^ "9"^' T -^ ^^"^ " ^ ^ * ' ? ' ^''^'^ ^'^"^ "^^ "S^^i khac nhU f'h^'fn"' ^ ' ? " ' f " '^' ^'^ ^'"^' "^^ ''^ ^=""9 =° m l ^ '^Vu ' " ' '''''^ "^S* " ^ ^ " ^'^" ^^" P^'"' mde dp anh huong eua yeu to thupc sa ngddng mp, niem tin ciia ngudi mua danh cho ho - , , ! ' '^."'^'^"9 ^nh hddng cd tinh chat hoan K " ^ ^ ' ° " ^ ^ " '=^' *'^" "^hac ca'n hdn, hay rui -*' -"""'" "^"°"" So 89 -I- 90/2016 Q U A N TRI KINH D O A N H Tieu dung TPAT de dam bao sdc khde la nhu nhieu kien thdc ve TPAT, hp ed kha nang phan biet cau va mong mudn cap bach eiia ngddi tieu dung TPAT vdi eae thue pha'm thdng thudng, hp san hien nay, ngUdi tieu dung deu cd y dmh tieu dung sang tra gia cao cho viec mua TPAT Tuy nhien, TPAT thay cho thuc pham khdng an toan Tuy nghien cdu eua Rongduo Liu, Zuzanna Pieniak, nhien, ngudi tieu dung cd thdc sd quyet dmh Wim Verbeke (2013) cung cho thay ngudi tieu mua TPAT hay khdng, dieu phu thudc vao dung tai cae dd th| Trung Qude oang biet nhieu ve nhieu yeu td, hp chi quyet dmh hp tin rang, TPAT thi hp cang de'dang cha'p nhan mdc gia cao TPAT la cd chat lupng, gdp phan dam bao an toan ciia TPAT, hp de'dang tiep can va cd nhieu kha sdc khde cho ban thdn va gia dinh hp, ngddi tieu nang mua TPAT Nghien cdu eua Pawel Grzelak dung cd thien cam, da thich san pham TPAT, td dd (2011) cd ket qua, nhdng ngudi tieu dung My, Ba hp mdi cd the di den quyet dmh mua TPAT Nhu Lan cd kinh nghiem vdi TPAT nhieu hpn thi mdc dp vay Quyet dmh mua TPAT la viec ngudi tieu dung mua thudng xuyen eCia hp cung cao hPn se chpn san pham TPAT ma ngudi tieu dung da 1.3 Niemtindoi vdi thUc pfiam an toan va mdi thich va tin tddng rang TPAT se mang lai nhieu Ipi quan hg vdi quyel djnh mua TPAT ich cho ban than hp va gia dinh hdn so vdi eae Ve dac diem niem tin thdc pha'm thdng thudng khac Niem tin la mdt y nghTa mang tinh mieu ta eua 1.2 MQc dg nti$n thdc (hieu biet) ciia ngudi mdt ngudi ve mdt dieu gi dd Niem tin cd the' dda tieu ddng ve thuc pham an toan va mdi quan hg tren kien thdc, sd danh gia hoac ddc tin ed thdc, cd the bao gdm hoac khdng bao gdm khia canh vdi quyel dinh mua TPAT cam xuc Cae chuyen gia tiep th| quan tam den Ve dSc diem nhan thQc Nhan thOc la tap hpp nhOng thdng tin ddpc nhdng niem tin ma ngddi hinh ve cac thu thap, xd ly va luu trO bd nhd Lupng san pham va djch vu cu the, vi nhOng niem tin thdng tin cang nhieu, dupe td chde cang hpp ly, tao nen hinh anh ve san pham va thUdng khach hang cang ed kha nang dua cae quyet hieu, qua dd tac ddng len hanh vi mua hang Neu dmh dung dan, dd, trinh dp nhan thdc cua tdn tai mpt sd niem tin sai lam nao dd ngan can khach hang cang eao (va ngupe lai) NhOng vide mua hang, chuyen gia tiep th| se trien khai thdng tin ma khach hang sd dung tren thj trudng mdt chien d|ch de dieu ehinh nhdng niem tin dd de danh gia va mua sam the hien la tnnh dd eho dung [2] nhan thdc eiia khach hang [3] Theo Earie va Cvetkovie (1995), Trumbo va Trinh dp nhan thOc cua khach hang cd anh McComas (2003), cd loai niem tin: niem tin ndi hudng quan trpng tdi hanh vi mua hang cua hp tam ca nhan va niem tin xa hdi (tin nhiem xa hdi) Tren thuc te, nhdng gi khach hang mua, d|a diem Niem tin ndi tam ea nhan lien quan den mdi quan va thdi diem mua phu thudc khdng nhd vao trinh he gida cac ngudn thdng tin va ngudi tiep nhan dp nhan thdc eua hp Khach hang cang nhan thdc thdng tin - khach hang muc tieu (niem tin vao eac day dd ve san pham, viec mua cua hp cang de" ngudn cua thdng tin) Tin nhiem xa hdi la niem tin dang: hp biet mua d dau, mua nao va mua nhu vao nhOng ngddi, nhQng td ehdc ddpe gan trach the nao [3] nhiem quan ly san pham (niem tin vao the' che) Trinh dp hieu biet ve TPAT bao gdm sd danh Theo Segrist va cpng sd (2000), tin nhiem xa hdi gia mde dp hieu biet ve TPAT ciia ngudi tieu ddpc sang lpc vi "sd td nguyen tin tUdng danh eho dung so vdi ngudi tieu dung khae, viee nhdng ngudi eh|u trach nhiem quyet dmh va ngudi tieu dung cd kha nang ddnh gia chat thuc hien eae hanh ddng lien quan den quan ly Idpng san pham TPAT va viec ngddi tieu dung sdc khoe edng ddng va an ninh" ddpe nhdng ngddi xung quanh hp thda nhan hp Niem tin ddi vdi TPAT cua ngudi tieu dung bao la mdt chuyen gia ve TPAT [7] gdm sd tin tddng vao tinh trung thuc, trdch nhiem Ve mdt quan h4 giQa mQc hieu biet cua cua nha san xuat, nha ban le, eac thdng tin tren ngudi tieu dung ve TPAT vdi quydt dmh mua TPAT bao bi, nhan hieu san pham, su dam bao chat Nghien cdu thdc nghiem cua Lau Kwan Yi Idpng san pham TPAT (theo Jue Chan (2012)), eP (2009) giai thich rang kien thdc cd the anh hddng quan chde nang eua nha nudc chdng nhan san den Sd san sang mua TPAT ciia ngddi tieu dung pham dat an toan, chat lupng va chdng nhan eae HongKong, ngddi tieu dung trang b| cho minh ed sd san xuat va ban le du dieu kien kinh doanh So 89-^ 90/2016 lihna hoc thddng'mal ^ 57 QI^AN TRI KINH DOANH hanh ddng (tieh ode hoSc tieu eUc); Y dmh hanh (theo Park va Lessig (1977), Jue Chan (2012)) ddng bie'u th| khuynh hddng hanh dpng ciia ca Ve mdi quan hd giOa niem tin ddi vdi TPAT vdi nhan vdi ddi tddng quyet dmh mua TPAT Thai dp ddi vdi TPAT la sd nhan thdc cua ngddi Khi mua TPAT, niem tin cua khach hang va tieu dung ve dac die'm ben ngoai, ehat Idpng, su mde dp tin tddng cua hp ddi vdi TPAT ed lien quan da dang eua chung loai san pha'm, die'm ban, viec den sd phan phdi, viee chdng nhan va cae nhan phan biet eac nhan hieu TPAT tren th| trddng; cam hang Nghien cdu cua Jay Dickieson va Victoria xuc eua ngUdi tieu dung ddi san phd'm TPAT Arkus (2009) eung kha'ng dmh hanh vi eua ngudi nhOng Ipi ieh ma TPAT mang lai cho ea nhan ngudi tieu dung Anh chm anh hUdng niem tin ve nhan tieu dung va xa hdi (Theo Lau Kwan Yi (2009); hieu TPAT NhOng ngudi tieu dung mua TPAT Pawel Grzelak (2011)) thudng xuyen rat coi trpng nhan hang san pha'm, Ve mdi quan he giQa thai dd ddi vdi thQc phim bdi hp nghT nhan hang TPAT the hien chat lupng san pha'm va su an toan cua san pha'm cao hon an toan vdi quyet dmh mua TPAT Nghien edu cua Rongduo Liu, Zuzanna thuc pha'm thdng thudng Nghien edu eua Nguyen van Thuan va Vd Thanh Danh (2011) kha'ng dmh Pieniak, Wim Verbeke (2013) kha'ng dmh, ngudi niem tin cua NTD Can Thd (Viet Nam) ddi vdi rau tieu dung Trung Qudc cd nhan thdc diing ve an toan la mdt nhan td quan trpng anh hudng den nhQng lpi ieh ma TPAT mang lai cho hp va ngudi tieu dung rau an toan Nghien edu cua Lau Kwan tieu ddng cd thai dp tieh ede ddi vdi TPAT, hp san Yi (2009) cho thay hdn 50% sd ngddi tieu sang tra nhieu tien hPn cho cac san pha'm TPAT dung HongKong ddpc hdi eho biet hp hiem tieu Lau Kwan Yi (2009) cung tim thay mdi quan he thu TPAT hp lo ngai, khdng tin tddng ve ngudn tich cue giQa thai dp va tan sd tieu thu TPAT ciia ngddi tieu dung HongKong gde, cac die'm ban TPAT tren th| trudng TO ket qua ciia cae nghien cdu trUdc ve moi 1.4 Thai dg ddi vdi thUc pham an toan va moi quan he gida eae yeu td mdc dd hieu biet, niem quan h$ vdl quyel dinh mua TPAT tin, thai dp eua ngudi tieu dung ve TPAT, cd the Ve dac diem thai Theo Vu Huy Thdng (2010), thai dp eila ngudi thay d cac thj trddng khac nhu Can Thd (Viet tieu dung la td'ng the nhOng danh gia cua ngudi Nam), Trung Qudc, Anh, My, yeu td tam ly gom tieu dung ve mdt ddi tupng san pha'm (san pha'm mdc dp hieu biet, niem tin, thai dp ve TPAT cua hoae nhan hieu), vay, nd ddng vai trd quan ngudi tieu dung deu cd anh hddng den quyet dmh trpng viec xac dmh V| tri cua ddi tdpng dd mua TPAT cua hp Vdi muc dieh xac dmh mdi lien Ve ban chat, thai dp cua ea nhdn ngudi tieu dung he giQa cac nhan td tdm ly vdi quyet dmh mua ve mdt ddi tdpng la tdng hpp eac quan die'm, Idng TPAT cua ngudi tieu dung tai th| trddng Ha Npi, tin, thdi quen, kinh nghiem, mong mudn va phan tren cd sd khao cOu cac md hinh da ed cac cdng trinh nghien edu trddc, nhdm tac gia de xuat dng cua ca nhan vdi ddi tdpng dd Thai dp bao gid cung hudng den mdt ddi tdpng md hinh nghien cdu the' hien qua hinh Cac bien cu the, vidu nhu vdi mdt nhan hieu, mdt eda hang, ddc lap md hinh gdm: mdc dp hieu biet ve mdt ehUdng trinh quang eao, mdt ngudi ban hang TPAT; niem tin ddi vdi TPAT; thai dp ddi vdi TPAT Thai dp thudng ddng mdt vai trd quan trpng Bien phu thudc md hinh nghien cdu: quyet hinh hanh vi mua eua ngudi tieu dung Khi dmh mua TPAT quyet dmh mua mdt nhan hieu san pha'm ndo, Phddng phap nghien cdu chpn mdt cda hang nao thi khach hang thudng Trong nghien cdu nay, nhdm tac gia sd dung chpn cai ma minh Ua thich hPn ca phddng phdp nghien cdu dmh tinh vdi muc dich la Thai dp thudng ddpe phan chia phan cau xay dung ly thuyet - md hinh; kie'm dmh sd bp sd thanh: nhan thdc, cam xuc (xuc cam, tinh cam) va phu hpp cua md hinh; giai thich cho cae ket qua y dmh hanh ddng Cu the: Thanh phan nhan thdc nghien cOu dmh lupng De thdc hien muc tieu bie'u th| hieu biet cua mdt ca nhan ve mdt ddi nghien edu dmh tinh, nhdm tae gia da thdc hien tupng; Thanh phan cam xue (xue cam, tinh cam) viec phdng van vdi eae nhdm khac Cac la^su tich tu cac xuc cam hinh ca nhan cudc phdng van deu dieh ddc lap tai nha hoSc tiep xuc vdi ddi tdpng (true tiep hay gian tiep) va noi lam viec ciia ngddi tham gia phdng van vdi thdi chinh sd tich tu xuc cam bien ddng lue cua lupng phong van cho mdi ddi tupng khoang 60 khoa hoc , , _ ^ 58 thddng'mal = ^ = = = = = So 89 -I- 90/2016 QtJAN T R ! KINH DOANH dang, ngudi ed trinh dp trung cap, ngUdi cd trinh dp phd thdng trung hpe; ed ngudi cd thu nhap td 15 - 20 trieu, ngddi cd thu nhap tO - trieu; cd ngudi lam giang vien, ngudi lam nhan vien van phdng, ngudi lam cdng nhdn, ngudi lam ndi trp; cd ngudi ehda mua thuc pha'm an toan, ngddi da va dang mua thdc pham an toan Ndi dung trao ddi gdm: Hinh • Md hinh nghien cQu de xuat mde dp hieu biet, nhan thdc, phut Ky thuat thuc hien la quan sat va thao luan thai dp eiia ngudi tieu dung ve TPAT; ket eau, true tiep Ddi tupng tham gia phdng van sau gdm ngdn tO va ngd nghTa dupe dung phieu hdi ddi tdpng: ehuyen gia, nha quan ly doanh nghiep dd kien thddng mai ban le TPAT, ngddi tieu dung Nghien cOu sd dung dO lieu thd cap td ngudn: Vdi nhdm chuyen gia, gdm 02 ehuyen gia Sd Cdng ThUdng Ha Ndi, Sd Ndng nghiep va ITnh VUc marketing va nghien cdu marketing ban le Phat trie'n Ndng thdn Ha Ndi, Vien Chinh saeh va nganh hang tieu dung thupc trudng Dai hpe Chien Idpc phat trie'n ndng nghiep, ndng thdn ThUdng mai Ndi dung trao ddi gdm: tinh cap thiet (Ipsard), trang web cua cac doanh nghiep ban le CLia de tai nghien edu; md hinh, cac nhdn td thuc pham md hinh nghien cdu, bang hdi sd bd; sU phu hpp Ke't qua nghien cdu ciia md hinh nghien eOu vdi hoat ddng marketing Qua nghien eOu dmh tinh, ket qua nghien cdu cua cac doanh nghiep thddng mai ban le TPAT eho thay ngudi tieu dung Ha Ndi ed mdc dp hieu Vdi nhdm nha quan ly doanh nghidp thddng biet ve TPAT cdn han che, niem tin cua ngUdi tieu mai ban le thdc pha'm an toan, nhdm tae gia tien dung ve TPAT edn chda cao, vay, thai dp ddi hanh phdng van 07 nha quan ly doanh nghiep vdi TPAT cdn ehda tich cdc, viec mua sam TPAT thddng mai ban le thdc pha'm, dd cd nha cua ngudi tieu dung edn chua dupc thudng xuyen, quan ly sieu th| ban le td'ng hpp va nha quan ly khdi lupng tieu thu TPAT tai eac cda hang ban le cda hang chuyen doanh ban le thdc pham an TPAT edn it hdn nhieu so vdi thuc pha'm dupc ban toan Hai sieu th| tham gia nghien cdu deu cd thdi tai cac chp tmyen thdng, ehp cdc Nghien cdu gian boat ddng hPn 10 nam, dien tich gian hang cung eho thay cd mdi quan he cua cac nhan td thdc pham tdPi sdng chiem khoang 22 va 40% thai dp, niem tin, mdc dd hieu biet ve TPAT vdi tdng dien tich trdng bay cua sieu thj, doanh thu quyet dmh mua TPAT ban hang thuc pha'm chiem td 25, 40 % tdng 3.1 Quyel dfnh mua TPAT doanh thu toan sieu th| Cac cda hang ban le thue NhQng ngudi tieu dung tham gia phdng van pha'm an toan cd thdi gian hoat ddng td - nam, deu td lo lang ve sd mat an toan thdc pha'm hien cae eda hang ed dien tich ban hang td 35 - 50 m2, nay, hp mong mudn dupe sd dung TPAT eho bOa doanh thu ban hang cua eae cda hang dao an hang cua gia dinh Khi ddpc hoi ed quyet dpng td - 25 trieu ddng/ngay Ndi dung trao ddi d|nh mua TPAT khdng, sd 10 ngddi tieu gdm: thdc trang nghien cdu cac yeu tdtam ly cua dung, cd ngddi tra Idi la cd, ngddi tra Idi la ehda ngudi tieu dung Ha Ndi; thdc trang van dung ed quyet dmh Trong sd ngddi ed quyet dmh mua nghien edu hanh vi mua cua ngudi tieu dung vao TPAT, ed ngudi tra Idi hp mua thudng xuyen hoat ddng marketing cua doanh nghiep hang ngay, ngudi tra Idi hp di mua TPAT td den Vdi nhdm ngddi tieu dung, nhdm tae gia tien lan tuan, ngudi tra ldi hp di mua TPAT hanh phong van 10 ngudi tieu dung, dd ed mdt lan tuan, ngudi tra Idi hp di mua TPAT nO, nam; ed dp tudi td 25 - 63; cd ngudi cd trinh td den lan thang Loai hang ma ngudi dd dai hpc/sau dai hpc, ngudi ed trinh dp eao tieu dung mua chu yeu van la rau, hai san ddng So 89 •^ 90/2016 Jhoa hQC 'thddng mat 59 QUAN T R ! KINH DOANH lanh, sd tien mua khoang 200 ngan trieu ddng/lan Hau het nhdng ngUdi dupe hdi ndi rang hp vda mua thUc pha'm d cac cda hang ban le TPAT vda mua thue pha'm d chp De ludng viec quyet dmh mua TPAT eua ngudi tieu dung, nhdm tac gia sd dung bien dang nh| phan, gdm hai bie'u hien, cd quyet dmh mua TPAT va khdng quyet d|nh mua TPAT 3.2 MQc dg hieu biel ve TPAT anh hudng deh quyel dfnh mua TPAT Theo Cue An toan ve sinh thue phdm Bd Y te, viec lua chpn tieu dung TPAT la mdt viec lam quan trpng de bao ve sde khde cua ngUdI tieu dung Nhdng ngddi tieu dung hie'u biet ve viec tieu dung thuc pha'm an toan cdn kha han che Vi the nhieu ngudi Ida chpn TPAT cdn theo trao Idu Viec thay ddi thdi quen thuc hanh an toan ve sinh thue phd'm la ca mdt qua trinh rat dai Khi ddpc hdi ve viec cd the' phan biet ddpc TPAT va thdc pha'm khdng an toan hay khdng, nhieu ngudi tieu dung bay td sd ban khoan la hp rat khd viec phan biet ddpe dau la thdc pha'm an toan, dau la thuc pha'm khdng an toan Ket qua dieu tra y kien ngudi tieu dung ve rau an toan tai tinh mien Bac Hdi Tieu chua'n va Bao ve ngddi tieu dung (Vinastas) thuc hien va cdng bd nam 2012 eho thay, cd den hPn 90% ngddi tieu dung ddpc hdi khdng the phan biet rau an toan va khdng an toan bang mat thudng, ngudi tieu dung chi ed the biet san pha'm cd an toan hay khdng thdng qua viec xem xet san pha'm dd xuat xd dau, cdn han hay het han, quy trinh san xuat sao, viee san pha'm ed du nhdng loai hda chat gdy hai den sde khde ngudi tieu dung hay khdng, Ngddi tieu dung mua thue pha'm theo danh gia chu quan va kinh nghiem chd khdng theo quy chua'n chat lupng san pha'm Mdt sd ngudi tieu dung ddpc hdi da tra Idi: "Thdng thddng, di mua rau, nhin thay rau cd be ngoai xau, Id'chd" sau thi chung tdi tin hdn la rau xanh non mon mdn Rau dd ban dat hdn rau thudng, ehung tdi van phai mua" Them vao dd la sd de'dai, thieu kinh nghiem viec chpn mua TPAT cua ngudi tieu dung eung khdng khuyen khich eac nha san xuat, kinh doanh thdc pha'm viec thdc hien dung quy trinh san xuat an toan cho thdc pham Cd ngudi tieu dung tra Idi rang: "Tdi eung cha'ng de' y thdc pha'm ma tdi mua ed gan logo VietGap hay khdng, tdi mua tai cda hang ma tdi tin tudng" Cd doanh nghiep cung ndi rang: "Ngudi tieu dung Viet Nam dudng nhu van quan tam den su ngon hdn la ^ khoa hoc ô> thddngmal ã sd sach, it thdc sd tim hieu can ke thuc pha'm minh dang sd dung sach den mdc dp nao Dd la rao can va eung la dieu ma nhOng ngudi kinh doanh thdc pha'm sach ludn tran trd" Ngoai viec hieu biet ve TPAT, ngddi tieu dung cung can biet each sCl dung TPAT cho cd hieu qua nhat, bdi neu khdng sQ dung dung each thi TPAT se mang lai it tac dung, tham ehi gay hai cho sdc khde cua ngudi sd dung, ed the khien ngudi tieu dung nghi ngd tae dung cua TPAT Theo quan sat, ngUdi tieu dung ed thdi gian ndi trp cang lau thi hp cang thay sd can thiet phai mua TPAT va hp cung biet each sd dung TPAT cho ed hieu qua nhat, mang lai nhieu gia tr| dinh dddng cho silc khde gia dinh, td dd hp cang tin tddng vao viSc tieu dung TPAT Nhd vay, ngddi tieu dung cd mde dp hie'u biet ve TPAT ehda cao, dd, can phai cd eae bien phap nang eao trinh dp nhan thdc, kinh nghiem cho ngddi tieu dung de' thuc da'y ngddi tieu dung mua TPAT thddng xuyen hdn Oe Iddng mdc dp hie'u biet ve thdc pha'm an toan eila ngddi tieu dung, nhdm tae gia da sd dung thang ddpc de xuat bdi Pawel Grzelak (2011) Od la danh gia cua ngudi tieu dung ve mdc dp hieu biet eua hp ve TPAT so vdi nhOng ngddi khac, kha nang danh gia chat Idpng TPAT eua ngddi tieu dung, viee nhOng ngddi khac cd danh gia ngudi tieu dung la chuyen gia ve TPAT hay khdng Ket qua nghien cdu cua Pawel Grzelak (2011) cho thay, ngUdi tieu dung cang cd nhieu kinh nghiem, nhan thdc tdt ve TPAT thi ta'n suat mua TPAT ciia hp cang cao Cac bien quan sat cua thang mufc dp hieu biet ve TPAT eiia Pawel Grzelak (2011) ddpc nhdm tac gia tien hanh d|eh xudi va d|ch ngdpc nham dam bao viec chuye'n dd'i ngdn ngO la chinh xae Cac bien quan sat dupe dda vao ndi dung cua nghien edu dmh tinh, ket qua, cac bien quan sat dupc giQ nguyen ve sd lupng (3 bien quan sat), ngdn td va ngd nghTa Cac bien dupc ludng bang thang likert die'm (td 1: rat khdng ddng y den 5: rat ddng y) 3.3 Niem tin aia ngudi tieu dung ddi vdi TPAT anh hudng den quyel dinh mua TPAT Thue te hien nay, ngudi tieu dung van lo lang nhieu tinh trung thue cua cac nha san xuat va kinh doanh, ve ngudn gde san pha'm, viee bao quan cd dam bao chat Idpng, cac giay ehdng nhan tren bao bi san pha'm Sd lo lang dd hoan toan cd cd sd, vi thdng tin ve thdc pha'm khdng an toan So 89 + 90/2016 Q U A N TRI KINH DOANH ^ ^ " g ; Thang mQc hieu biet ve TPAT STT Bien quan sat So vdi ngudi binh thUdnq, tdi biet nhieu ve TPAT Tdi biet nhieu ve viec lam the nao danh gia chat Idpng TPAT Mpi ngudi coi tdi la chuyen gia ve TPAT cang nhieu nhu: th|t lpn cd ehat tao nac, chat tang trpng, thit bi dl ta'm hda chat de trd thjt tuoi, rau qua nhie'm hda chat bao quan, gid cha cd han the, ca bien udp phan dam Do vay, 6/10 ngudi tieu dung tham gia nghien cdu chi dam tin vao nhdng loai thdc pham ehinh minh hay ngddi than nudi trdng, che bien, hp nghi ngd vdi hau het nhdng thdc pham ddpc bay ban tren thj trddng NhOng ngudi tieu dung ed thu nhap kha trd len, hp ed xu hudng tim den vdi thue pham ddpc ban tai cae sieu th|, cda hang chuyen doanh ban le thue pham vdi mong mudn tim ddpe nhdng thdc pham an toan Nhdng nhOng vu viec gan day lien quan tdi chat lupng, ngudn gde cua san pham nhu th|t nhap khau b| nhiem khuan, hoa qua nhap khau chda chat bao quan, hang khdng rd ngudn gdc xuat xO cd tdn du hoat chat thudc bao ve thuc vat cac san pham rau cii qua cdn d mdc cao, hang qua han sd dung, viec bao quan san pham khdng dung quy dmh lai cang khien ngudi tieu dung mat niem tin vao nha san xuat TPAT va cac doanh nghiep ban le TPAT Oieu anh hudng khdng nhd den nganh san xuat ndng nghiep cua Viet Nam, den hoat ddng cua cae doanh nghiep kinh doanh thdc pham lam an chan chinh Mat khac, vi cung it, cau nhieu, nen viec tra trdn thue pham chua qua kiem duyet, gia mao thuc pham saeh, hay tu gan nhan "saeh" cho thuc pham chua sach de dpi gia, kiem Idi, van la mdt thue te dang xay Mdt chu doanh nghiep ed eda hang ban le TPAT da chia se: "Hien nay, ed tinh trang tra trdn thdc pham khdng an toan d cae cda hang thdc pha'm saeh, sieu thj de tang Ipi nhuan, ngudi mua rat khd nhan bief Nhieu ngudi tieu dung da ed danh gia khdng tich ede ve san pham TPAT tai cac cda hang ban ie, mdt ngddi tieu dung da ndi: "Rau an toan d cda hang, sieu th| chang khac d chp ddu, ed hp chi can rda sach, cho vao tui nilon, the la nhin cung thay sach va an toan, bdn lai dupc gia hPn chp" Cae chuyen gia eung eho rang, nhQng bat cap cP che phap So 89-1-90/2016 Ma hoa thang HB1 HB2 Nguon Pawel (2011) Grzelak HB3 ly hien hanh chua tao dupe su gan ket giOa san xuat ndng nghiep vdi kenh ban le, cac doanh nghiep da Ipi dung tra trdn hang kem chat lupng vao th| trddng.Nhu vay, van de d day la, neu nha san xuatda thue hien dung quy trinh san xuat TPAT, nhung eae thuong lai hoac cac sieu thj/cda hang chuyen doanh ban le thuc pham nhap thdc pham tO cae nha san xuat rdi tra trdn vdi eae loai thdc pham khdng rd ngudn gdc khac rdi ban lai th| trddng thi hau qua la, khdng chi ngddi tieu dung b| thiet thdi ma ehinh nhQng cp sd ban le dd cung mat uy tin, ngudi tieu dung se thieu niem tin vao cac cda hang ban le TPAT NhQng doanh nghiep san xuat kinh doanh thue pham cd tam huyet, cd nang lue eung b| anh hudng rat nhieu Khdng chi thieu niem tin vao cac nha san xuat va cac doanh nghiep ban le TPAT, ngudi tieu dung cdn khdng thue sd tin tudng cac cd quan chde nang ed lien quan viee giam sat san pham thuc pham tren thj trudng Mdt ngddi tieu dung cho rang: "Tdi khdng tin lam vao may giay td chdng nhdn an toan thuc pham cua eda hang" hoae "Lam ma eo quan ehdc nang ed the chdng nhan dupe het cae san pham cda hang, ma nhQng loai thue pham nhd rau thi chi ban ngay, chang cd bao bi gi c^, lam ma biet cd dupe chdng nhan an toan hay chua" Nhu vay, ngudi tieu dung ehua cd nhieu niem tin vao cac eda hang ban le TPAT, eac cd quan chde nang cd trach nhiem quan ly hoat ddng kinh doanh cua cac eda hang Oe ludng niem tin ddi vdi TPAT cua ngddi tieu dung, nhdm tac gia da sd dung thang dupe de xuat bdi Jay Dickieson & Victoria Arkus (2009); Jue Chan (2012) Od la danh gia cua ngudi Beu dung ve niem tin ddi vdi sy tnjng thuc san xuat kinh doanh ciia nha san xuat, nha ban le TPAT, niem tin ddi vdi nhan hieu, bao bi san pham TPAT, niem tin vao cae giay chdng nhan cua cae cd quan chde nang ddi vdi TPAT Ket qua nghien cdu cda Jay Dickieson & Victoria Arkus (2009); -khoa boc 'thifdngmal ei QUAN TR! KINH DOANH Jue Chan (2012) cho thay ngudi tieu dung cang cd niem tin tich cdc ve TPAT thi hp cang cd quyet d|nh mua TPAT Cac bien quan sat eiia thang niem tin cua ngudi tieu dung ddi vdi TPAT cua Jay Dickieson & Victoria Arkus (2009); Jue Chan (2012) ddpc nhdm tac gia tien hanh djch xudi va d|eh ngdpc nham dam bao viec chuye'n dd'i ngdn ngO la chinh xac Sau dupe die'u chinh thdng qua nghien edu d|nh tinh, thang gdm bien quan sat Cac bien ddpc Iddng bang thang likert die'm (td 1: rat khdng ddng y den che bien, cac cda hang ban le gap khd khan viec tieu thu th|t gia earn, thuy hai san, nhieu ngddi tieu dung sau mdt thdi gian mua hang thUe pha'm tai sieu thi hp lai ehuyen sang mua hang d ehp truyen thdng Vdi van de thai dp cua ngddi tieu dung ve cila hang ban le TPAT, cd kha nhieu y kien trai chieu nhau, cd ngUdi tieu dung thi kha'ng dmh ehi cd the mua thdc pha'm d cda hang chuyen doanh, sieu thi thi mdi dam bao an toan "Tdi thay TPAT mua d sieu th| va eda hang la Bang Thang ve niem tin ddi vdi TPAT STT Bien quan sat Toi tin tucing cac cCia hang ban le TPAT luon trung thuc kinh doanh, san pham cCia ho thuc su an toan Toi tin tudng vao dau chdng nhan an toan thuc pham tren nhan hieu TPAT Ttiuc pham co nhan mac ghi an toan \hiic phSm co nghTa la thuc pham chat luong cao Toi se chpn nhOng san pham TPAT co dau chCing nhan cCia CO quan kiem tra doc l§p (v te, quan ly thi trudnq) Tdi tin cac diem ban le TPAT dupc cac co quan chilc nSng cCia nha nudc chilnq nhSn To! tin cC(a hanq ban le TPAT ho quanq ba ve san pham Ma hoa thang NT1 NT2 NTS NT4 Nguon Ap dung c6 dieu chinh thang dUdc de xuat bdi Jay Dickieson & Victoria Arkus (2009); Jue Chan (2012) NTS NT6 5: rat ddng y_) an toan ve sdc khde hdn so vdi thue pha'm khdng 3.4 Trial dg cua nguditieuddng ddi vdl TPAT ed rd ngudn gdc xuat xd, ddpc ban dai tra tai cac inh hudng den quyel dinh mua TPAT chp truyen thdng, chp cdc, clip tam" Qua ket qua khao sat d|nh tinh, hau het ngddi "Tdi nghT TPAT ddpc ban tai sieu th|, cda hang tieu dung ddpc hdi deu thai dd tich cdc ve san thdc pha'm an toan, chd ngoai chp thi cha'ng biet pha'm TPAT la an toan cho sdc khde, v| ngon hon, dau la thuc pha'm an toan, khd phan biet lam" hp da chia se nhu sau: "Bay gid thue pha'm an toan that gia lan ion ^ "Ngay nao tdi cung nghe thdng tin ve tdc hai lam, mua d dau ngudi ta cQng gidi thidu thuc pham cila thuc pha'm khdng an toan ma thay sp qua, tdi an toan, thdi tdi cd mua d cac cda hang rau sach nghT phai an TPAT thi mdi yen tam ve sdc khde hay vao eac sieu th| eho yen tam, cd gi edn tliac eila gia dinh minh" mac ddpc" "Tdi thay mui v| rau an toan nau khae vdi Nhung cung ed y kien eho rang, ke ca sieu th| rau ddpe mua d chp, mui v| rau an toan tu nhien, hay cda hang thi eung khdng biet ndi dd hp cd ban dam da hdn" TPAT hay khdng That vay th| trddng thdc pha'm Tuy nhien cd mdt van de la, ngudi tieu dung eung dang rat ldn xdn, nham vao tam ly lo sp thuc cho rang TPAT dupe lam sach, ddng gdi, bao pha'm khdng an toan anh hddng den sde khde cua quan lanh la thuc pha'm eu, nguyen nhan eua ngudi tieu dung, nhieu die'm ban ke' ea eua ca nhan viee nhan thdc la thdi quen an udng hay doanh nghiep deu gan mac "thdc pha'm an eua ngudi tieu dung Viet Nam, vdi quan niem toan" len san pha'm cua minh Mdt sd ngddi tieu thuc pha'm "tUdi ngon" la thdc pham ho mua dung cho biet: "Bay gid di chp thay cai gi eung gan phai edn "sdng" nhd ga phai ddpe mua td ldng, mac an toan, tdi khdng biet cai nao mdi that sd la an ca ddpc mua td chau, nhu vay ho mdi cam thay toan, mua d dau de an toan" Trong dd, gia cua yen tam Nhan thdc da khien cae nha may cae san pha'm ddpc gan mac an toan tai chd thddng khoa hoc 62 thddng'mal' So 89 + 90/2016 Q U A N T R ! KINH DOANH re hon nhieu so vdi gia san pha'm cung loai tai sieu thi, cda hang chuyen doanh, nen mdt sd ngudi tieu dung cho rang "Gia thuc pha'm saeh d sieu th|, cda hang dat hon chp vi cd chi phi thue mat bang, nhan cdng, ca thddng hieu nOa, ehd chat Idpng san pham chang biet ed hon khdng" Mdt van de cung cd anh hudng den thai dp cua ngudi tieu dung ddi vdi TPAT la sd lo lang ve sdc khde eua ban than va gia dinh ngudi tieu dung Theo bao cao ket qua nghien cdu ve ngudi tieu dung cua Nielsen 2013[8], sdc khde la mdt nhOng quan tam hang dau eiia ngddi tieu dung (ddng thd 3, sau nhQng lo ngai ve nen kinh te chua dn dmh va viec lam) Oe giQ sdc khde, an udng la mdt tieu chi quan trpng ben canh viec ren luyen the chat va tinh than, ddi vdi viee an udng, ngudi tieu dung cho rang an udng dieu dp la quan trpng nhat (78%), thd hai la an thdc an tddi hoae td nhien (47%), gia tn dinh dddng eua bOa an ddpc ngddi tieu dung xep d v| tri thd (41%) Khi mua thdc pham, ngudi tieu dung quan tdm nhat den nhung thdng tin ve phan dinh dudng cua san pham thuc pha'm, thd hai la ngUdi tieu dung quan tdm den sd an toan sde khde sd dung san pham thdc pha'm, thd ba la gia ca san pha'm dd ed phu hpp vdi kha nang chi tra cua hp, thd tU la san pham dd cd chdng nhan cua chuyen gia y te khdng Cung theo ket qua khao sat dmh tinh cua nhdm tac gia, ngudi tieu dung ddpc hdi deu Bang 3; Thang ve STT qua, ma benh eung td an ma ra" "Tdi ludn lo lang rang cd nhOng hda chat ddc hai thdc pha'm khdng an toan, tdi cd gang tranh an nhOng thdc pham cd chat phu gia, chat bao quan, tdi ludn an thdc an tUOi va lanh manh nhu trai cay, rau cu" Nhu vay, van cd nhieu y kien trai chieu nhan thdc ve nhOng Ipi ieh ma TPAT mang lai cho ngudi tieu dung, ve danh gia cac cda hang ban le TPAT, nhien ngddi tieu dung deu cd y dmh mua TPAT vi sd lo lang ve an toan sdc khoe cua ban than va gia dinh hp, vi cam tinh tdt ddi vdi san pha'm De' Iddng thai dp ddi vdi TPAT eiia ngudi tieu dung, nhdm tac gia da sd dung thang ddpc de xuat bdi Pawel Grzelak (2011), Lau Kwan Yi (2009) Od la danh gia eua ngudi tieu dung ve san pham TPAT, cam xuc dan tdi y d|nh mua TPAT eua ngudi tieu dung Ket qua nghien cOu cua Pawel Grzelak (2011), Lau Kwan Yi (2009) cho thay ngudi tieu dung cang cd thai dp tich cue ve TPAT thi hp cang cd quyet dmh mua TPAT Cac bien quan sat cua thang thai dp cua ngudi tieu dung ddi vdi TPAT cua Pawel Grzelak (2011), Lau Kwan Yi (2009) ddpe nhdm tae gia tien hanh djch xudi va d|ch ngupc nham dam bao viec chuyen dd'i ngdn ngO la ehinh xac Sau ddpc dieu ehinh thdng qua nghien cdu dmh tinh, thang gdm bien quan sat Cac bien ddpe Iddng bang thang likert diem (td 1: rat khdng ddng y, den thai dd ddi vdi TPAT Bien quan sat Ma hoa thang TD1 Te2 TB3 TPAT la an toan va dang tin cay TPAT CO chat lUdnq cao TPAT CO nhieu gia trj dinh dudng Te4 Chi CO the mua dUOc TPAT thUc sU tai cac sieu thj, cac cCla hang chuyen ban le TPAT Toi thich mua TPAT Chung loai TPAT khong da dang de lUa chpn Toi thich nhiing nhan hieu TPAT Te7 Sil dung TPAT tot cho sdc khoe cua ban than va gia dinh toi TDS khang dmh ho mua TPAT vi sdc khde cua ban than hp va gia dinh khdng ehi hien tai ma ca tddng lai: Tdi mua TPAT vi lo lang cho sdc khde ban than va gia dinh, bay gid nhieu can benh nguy hiem So 89+ 90/2016 TDS TB6 Nguon Ap dung co dieu chinh thang dupc de xuat bdi Lau Kwan Yi (2009); Pawel Grzelak (2011) 5: rat ddng y) Mpt sdde xuat Nhu vay, nhan td mdc dp hie'u biet, niem tin, thai dp cua ngddi tieu dung ddi vdi TPAT la nhdn td quan trpng anh hddng den quyet d|nh mua khna hoc thifdngmal ^ 63 QUAN T R ! KINH DOANH TPAT cila ngddi tieu dung Qua ket qua nghien cdu dmh tinh, cd the thay ngudi tieu dung chda nhan thdc dupe day du dac tinh, nhdng Ipi ich ma TPAT mang lai, kinh nghiem ve nhan biet, danh gia chat Idpng, sd dung TPAT cua hp edn han ehe Ngudi tieu dung cdn chua tin tddng vao tinh trung thuc cua cac cda hang ban le nhd viec minh bach ve ngudn gdc san pham va hp chda tin tddng cae CP quan ehdc nang cd lien quan viec quan ly boat ddng kinh doanh eua eae doanh nghiep ban le TPAT tren th| trddng, td dd ngddi tieu dung chda cd thai dp tich cdc ddi vdi cac cda hang ban le TPAT Doanh nghiep kinh doanh thdc pha'm dd ed cae doanh nghiep thdong mai ban le thdc pha'm can tieh cdc tham gia eung vdi cac cd quan cd lien quan cua nha nudc viee nang eao nhan thdc, tao dung niem tin, thai dp tieh cdc cua ngudi tieu dung Ha Ndi ddi vdi TPAT Oe giai quyet va'n de nay, nhdm tac gia dda mdt sd de xuat ddi vdi doanh nghiep ban le thdc pha'm nhd sau: 4.1 Nang cao hti$n tilde cua ngUditieudung veTPAT Doanh nghiep can thudng xuyen td chde eac budi tuyen truyen nham nang cao kien thdc ve TPAT cho ngudi tieu dung Doanh nghiep ed the eung cap eae bai viet lien quan den kien thdc ve TPAT tren trang web cCia doanh nghiep, ludn cd nhan vien thddng trde de td van trde tuyen nhOng thac mac cua khach hang ve TPAT Doanh nghiep cung can phdi hpp cung vdi eac cp quan chde nang thdc hien viee tuyen truyen nham nang cao nhan thdc ve TPAT Cha'ng han, hien nay, nhieu ea nhan kinh doanh online quang cao la ban rau sach ddpe trdng d que vdi gia re hPn gia cua cac doanh nghiep, day la ddi thu canh tranh kha manh eua doanh nghiep, nen doanh nghidp can tuyen truyen de ngudi tieu dung nhan biet ddpc la khdng phai san pha'm thuc pha'm nao qua trinh nudi trdng khdng dung hda chat se la TPAT cha'ng han vdi rau cii, neu qua trinh san xuat, ngudi ndng dan khdng dung hda chat nhung rau cu dddc tren vung dat, ngudn nude d nhie'm, ed ddc to thi loai rau cu dd khdng ddpc gpi la "an toan" Doanh nghiep can phdi hpp vdi cac eP quan chde nang eua nha nudc nhu Sd Ndng nghiep va Phat trie'n ndng thdn, Sd Y te nham tuyen truyen rdng rai va thudng xuyen cho ngudi tieu dung biet dupc quy trinh san xuat, ddng gdi, bao quan, each phdn biet TPAT vdi thuc pham khdng an toan qua cae dau hieu nhan biet nhu hinh thdc san pham, nhan khoa hoc 64 thddng mai mac, bao bi Oe viee tuyen truyen cd hieu qua, doanh nghiep phai xac dmh each thdc tiep can thdng tin cua tdng ddi tUpng khaeh hang Doanh nghidp co the chia khach hang muc tieu cac nhdm Ida tudi hoac nghe nghiep khac Cha'ng ban, neu chia theo nghe nghiep, nhdm nhOng ngudi di lam van phdng thddng tiep nhan thdng tin qua ngudi ddng nghiep, qua mang xa hdi, qua bao, tap chi chuyen nganh, qua bao bi san pha'm, qua cac trung tam cham sdc sdc khde; ddi tUpng nhQng ngudi d nha, lam ndi trd thuan tuy, hp lai cd xu hudng tiep nhan thdng tin td gia dinh, hang xdm, cac quang cao tren truyen hinh, dai truyen phudng xa, cda hang thde.pha'm, trung tam sinh hoat edng ddng 4.2 Xay dUng niem tin, thai dg tlc^ cUc cua nguditieuddng ddi vdi TPAT Be san pha'm ludn dam bao chat lupng, tao dupc thai dp, niem tin tdt td ngddi tieu dung, cac doanh nghiep thddng mai ban le thue pham can kie'm soat ngudn hang mot each nghiem ngat Tat ca cac loai thdc pha'm doanh nghiep ban phai ddpe dan tem an toan, ghi ma sd ciia cd sd san xuat, edng khai gia ca Doanh nghiep can phai tuan thu nghiem ngSt td khau sd che, ddng goi, bao quan TPAT qua trinh thu mua, phan phoi cae thuc pha'm tUdi sdng, rau cu qua va cac thuc pha'm da qua che bien Viee kie'm tra dddc thUc hien thddng xuyen, d tat ca cae Id san ptiam va cupng quyet td chdi nhan vdi nhQng Id hang khong dap dng yeu cau ve an toan ve sinh thue pham Doanh nghiep eung cd the' phdi hpp vdi nha san xuat khdu so che, che bien ndng san sau thu hoach bdi doanh nghiep la ngudi tiep xuc true tiep vdi ngudi tieu dung nen doanh nghiep se biet dUdc sd thich, mong mudn cua ngudi tieu dung hdn so vdi nha san xuat Va doanh nghiep can luu y, doi vdi mat hang so ehe va ehe tiien san, doanh nghiep can nghien cdu quy trinh, phuong phap de dam bao san pha'm khdng b| giam chat dinh dudng, han che mdc thap nhat sd dung nhiJng chat gay hai eho sde khde ve lau dai eho ngdcii tieu dung nhd mudi, dddng, chat beo va doanh nghiep can nghien cdu kha'u v| eua ngddi tieu dung jJe dua san pha'm phu hpp Odi vdi eac doanh nghiep ed quy md vda va Idn, doanh nghiep can chu ddng ve ngudn hang, doanh nghiep nen tu san xuat, xdy ddng mdt chudi khep kin "td ndng trai den ban an", hoSe cd the xay dung So 89 + 90/2016 Q U A N TRI KINH DOANH eac chudi lien ket thjt (thjt t)6, thjt ldn, thjt gia cam), chudi thuy san, chudi rau, hoa qua tdsan xuat, sd che den che bien, tieu thu dam bao ndng san ed ngudn gdc, xuat xd rd rang, dddc dan tem nhan mac nhan dien rdi chuyen tdi tay ngudi tieu dung £)di vdi cac doanh nghiep cd quy md nhd thi can tim ngudn hang cd uy tin, cd the la cda cae hpp tac xa, cdng ty chuyen san xuat thdc pham, du an cua td ehdc ndng nghiep, nhdng can dam bao tat ca cac san pham deu cd ngudn gdc rd rang, ddpc kiem soat ve su an toan Doanh nghiep cung can phai cd day dii cac giay td chdng minh doanh nghiep dd dieu kien kinh doanh TPAT Ket lugn Vdi phddng phap nghien edu dmh tinh, nghien cdu da khang dmh ddpc rd rang hon tinh hpp ly cda md hinh nghien cdu de xuat, cd mdi quan he giOa cac yeu td tam ly (mdc dp hieu biet, niem tin, thai dp cua ngddi tieu dung ddi vdi TPAT) vdi quyet dmn mua TPAT, day la mpt budc quan trpng eho boat ddng nghien cOu dmh Iddng tiep theo Qua ket qua nghien cOu dmh tinh nay, cd the thay ngudi tieu ddng Ha Ndi rat quan tam den TPAT, hp cd y dmh mua TPAT nhdng viec mua TPAT hien chua dupe dieh thudng xuyen Ly chu yeu la ngudi tieu dung edn chua hieu nhieu ve thdc pham an toan, hp chda cd nhieu kinh nghiem viec phan biet TPAT cd ngudn gde xuat xd vdi thue pham khdng ed ngudn goc xuat xd, ngudi tieu dung ehda tin tddng vao th! trudng TPAT, vao cac doanh nghiep ban le TPAT, tO dd, ngddi tieu dung chda cd thai dp tich cue ve TPAT Oay la thach thdc cho cae doanh nghiep ban le TPAT De cd the cdng, cac doanh nghiep can ed nhQng nghien cdu sau ve hanh vi cua ngudi tieu dung, dae biet la nhQng yeu td tam ly cua ngddi tieu dung de ed the dap dng tdt nhat nhu cau ve TPAT cua h p * Tai lieu tham khio: Jay Dickieson & Victoria Ari