Các yếu tố ảnh hưởng đến hành vi lựa chọn rau an toàn của người tiêu dùng nghiên cứu thực nghiệm trên địa bàn hà nội

liESH Tfe VA ftUAW IX cflcveuTOflnHHinGOEnHflnHui Llln cHon Rnu on M cun ncilcii TICU DOnG: HGHICn COU THI/C RGHICfTI TRCR D|n BRR HR RG! Nouveh Qud'c \^el TrUdng Dgi hpc Kinh te - BH Qud'c gia Ha N$i Email: vletnq@vnu.edu.vn Le Thj Quynh TnJdng Dgi hpc Kinh te - BH Quoc gia Ha NOI Email: Iethiquynh.k55@hus.edu.vn Ngiy nhpn: 06/04/2015 Ngiy nhpn lal: 16/04/2015 Ma so: so.1TrEM.12 (f^/J ' ii vidt di lim ro tinh hinh tidu thp rau ndi chung, xu hudng cua ngudi tISu dung vi phin tich cp thi cic yeu to inh hudng den quyet dmh lua chpn mit hing rau cua ngudi tieu dung trin dia bin Hi Npi Bang phuang phip kinh td lupng vi sO dung cong cu Evlew7, bil vidt da udc lupng md hinh cic yeu tdinh hudng ddn vipc lua chpn rau an toin eOa ngUdl tidu dung vdi sdlieu tU khio sit tai mpt sdsiSu thi vi chp dau mdl cua Ha Ndi Kdt qui phin tich cho thay ngudi tieu dung cd trinh dp hgc vdn vi thu nhap cao thi se cd t^ lp tua chpn rau an toin cao han Ydu td ve tuoi vi mOc dp tin tUdng vao chat luang rau an toin cung co inh hudng den viSc lOa chpn rau an toin cua ngUdi tieu dung Yeu to ve chdnh Ipch gli rau an toin vi rau thudng khong cd anh hudng md hinh niy TO cac phit hien tren, bii vidt di rut i^ mpt sd khuyen nghi cp the de ning cao nhpn thOc vi phit tridn thj trudng rau an toin tren dia bin TP Hi Npi M: TO khda: Hinh vl tiSu dung, thi trudng ndng sin, rau an toin Bdt va'n de Rau la logi thue pham Unlet ydu ddi sd'ng Clia mdi gia dinh Vipc lya chpn rau de mua cho gia dinh khdng chl nhSm phye vy cho nhu cau ed ban la an udng ma edn phai bao gdm nhu cdu an toan Bdi dpc to san pham ndng nghiep cang cao, nguy ed dde cap ttnh va man ttnh eho ngudi tieu dting cang khdng the xem nhe Hidn nhu eau eQa ngudi tieu dting ve rau an toan (RAT) la rat Idn, nhat la mQc song ngdy cang lang, ngudi ddn cang quan tdm nhieu hdn den sQc khde ngQdi than va eiia ehlnh minh Bdc bidt la ddi vdi ngudi ddn tgi cac phd \6n nhu Ha Npi RAT la khai niem dupc sQ dung de chi cac loai rau dapc eanh tac tren dien lich dal ed thdnh phan hda - thd nhudng dupe kie'm scat (nhat la kiem soat ham lupng kim logi nang va cac chat dpc hgi ; cd ngudn goc IQ phan bdn, IQ cae chat bao v§ Ihi/c vdt va eae chat thai sinh hoat tdn tai Irong dupc san xual theo nhflng ky thudt nhSl djnh, ntici I vdy ma dam bao an loan ve sinh thuc phim cho ngudi tteu dung va mdi Irudngi Quyet dinh s667- 1998/QD~ BNN-KHCN khoa hoc ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ 20 tliiidngmai SD 80/2018' KEIGH T^' v A QUAIV LY NhQng nam 90 cQa the ky tn/dc, van de san xudt RAT Viet Nam da dupc dd cdp ddn nhieu NhQng nam trd lai ddy nhan IhQc ve van de san xu^t va tteu dung rau an toan tt-dn gde dd an loan vd sinh thuc pham va chong d nhie'm mdl Irudng da tang len dang k€ nhd hogt ddng luydn truydn ttch cyc tQ phfa cac nha khoa hpc cung nhu dU iudn xa hdi Cung vdi sU quan tam mgnh me tQ cac ed quan chuyen mdn eae cap ehfnh quyen, eac td chQc nghien cQu khoa hpc va chuyen giao cdng nghp, sy tham gia lich eye tQ ngudi ndng dan iTnh vyc san xuat RAT da hinh Uidnh vd cd nhQng bade phat trien nhat djnh Thanh Ha Ndi ed long didn tich canh lac rau 12.041 ndm 2013; tUdng dUdng 29.000 gieo trdng/ndm, mdi ehi cd 4.500 rau an toan (ehlem 37,4%) vdi san lapng dgt khoang 295.000 lan/nam, tUOng duong 800 tan/ngay2 ChQng logi rau dapc san xuat d Ha Ndi kha phong phli vdi trdn 40 loai rau lap tnjng chu ydu d vu Bdng Xuan Nang sual rau dai tra binh quan dgl 20,5 tSn/ha/vu; ndng suat rau dupc san xu^t theo quy trinh san xuat FIAT dgt 19.5 tdn/ha/vu Tdng san lupng rau d i a loan Thanh phd dgt xap xi 569.802 lan/nam; cd kha nang dap Qng dQpc 60% nhu cau rau xanh (trong dd san lupng rau dapc san xuat theo quy Irinh san xuat RAT dgt 131.770 tan/nam dap Qng dupe 14% nhu eau), Cdn 40% lapng rau tQ cac dja phuong khac cung Qng^ Theo sd lieu soat den thdng 9/2013 hidn Ha Ndi cd hdn 60 cQa hang, diem ban rau an loan (RAT), san lupng tidu thy trung blnh IQ 50 120 kg/cQa hang/ngay Cd 35 sieu thj dang Udu thy RAT, san luong tmng binh IQ 60-200 kg/sieu lh]/ngay Ngoai ra, Sd Ndng nghiep & PTNT da giao Chi cue Bao ve thyc vdt phoi hop vdi San giao djch rau, qua va ttiuc pha'm an loan tht did'm md eae diem phdn p h ^ RAT tai cac khu dan cu, cd quan Ket qua den thdng 10/2013 dang van hanh 72 diem tgi khu dan cU, cd quan tdp trung chu yeu d eac qudn Thanh Xuan Ha Ddng, Hoan Kidm, Cd 25 HTX san xuat va lieu thu RAT vdi san lupng tteu thy trung binh 200-300 kg/HTX/ngay eao 800 -1.000 kg/ngay Ttnh den nam 2013 toan Thanh da chi dao, giam sat, phat trien dUde 4.500 eanh tae RAT (trong dd cd 4.430 da dapc cdp gia'y chQng nhan dii dieu kien an loan IhUe ph^m san xuat rau); hudng dan, giam sat 18 vung san xuat RAT theo VietGAP vdi tdng dien ttch tren 150 ha; san lupng dat 8.200 tan/ndm (tuong duong 22,5 lan/ngay) Duy tri quan ly 11 nhdm san xuat rau hQu cd (chu yeu d xa Thanh Xudn huypn Sde Son) vdi dien tieh 12 ha; dang chuye'n ddi mdt vQng san xuat rau hQu cd quy md Toan Thanh phocd 22 md hinh san xual gan vdi tidu ttiy vdi tdng dien Uch 90 ha; dd mdt so md hinh dat hipu qua cao va dang phdt trien tot nhU' md hinh tai xd Van Ndi (Bdng Anh) xd LTnh Nam (Thanh Tri), xa Giang Bidn (Long Bidn)(2) Chinh vi vdy, bdi viet lam ro tlnh hinh tteu thu rau ndi ehung va xu hudng eua ngudi tieu dQng va phan tich cu the' cac yeu td anh hudng den quyet djnh lya chon mdt hang rau cua ngudi tieu dQng trdn dja ban Ha ndi, Mue tieu eu t h ^ eua bai nghien cQu la (1) Um hie'u hanh vi eda ngudi tieu dQng viec mua rau tgi Ha ndi; (2) anh hudng cQa yeu td: thu nhdp, tudi trinh hpc van, mQc dp Un tadng vao chat iQpng rau an loan va rau thudng den vide lya ehpn rau an toan cua ngudi lieu dQng tren dja bdn phd ndi va (3) dd xual giai phap nham phat trien thj trudng RAT ndi chung va trdn dia ban Ha ndi ndi rieng Ljch sQ nghien cQu van de De nghien cQu hanh vi cua ngudi tieu dung, tdc gia Binh Thi Minh Hieu (2004) da "Nghien cQu hanh vi ngudi tieu dung ddi vdi san phd'm ca trich sdt ed cua cdng ly Vissan TP Ho Chi Mmh" da lim hie'u hanh vi eua ngudi tieu dung doi vdi nhan hi$u ea trieh sot ca cua cdng ty Ihue pham Vissan TP.HCM Irong sy so sanh ve sU Ua thich va sa nhan biet vd san pham cua cdng ty vdi cac nhan hipu cgnh tranh tren thj tradng; xdy dyng nhflng vista.gov vrh KHCN va dja ptiuang ajy& dinh s6 2083/QD So / UBND TP.HN -khoa hoc -^ ~thi/(jng'mai 21 K m i TE VA QUAiV LY djnh hadng chien luoc kinh doanh eho cdng ty xudt theo hinh IhQc td/nhdm hop tac, cau lac bd Ngoai nadc cung cd nhieu nghien cQu ve hoac hdp tae xa thj Irudng rau an loan hien lgi Vipt Nam Theo Ohen (2014) bai vidt "Consumer ket qua "Nghien cQu thi trudng rau an loan tren Purchasing Behaviour for Fruits and Vegetables dja ban thj xa Ben Tre" cua tae gia TrSn Ngoc among Civil Servants in Essien Udim Local Hue Thanh (2006) cho thay: nhQng mdt ton tai Government Area, Akwa Ibom State, Nigeria" da eCia thj trudng rau an toan tgi Th] xa Ben Tre hien phdn tich cac yeu Id quyet dmh hanh vi mua sIm nhu chat iupng san pham chua thuc sa dam cua ngudi Ueu dung ddi vdt cac loai trai cay va rau bao Chung iogi thieu da dang, gia RAT tUdng doi qua Essien Udim Chtnh quyen dja phUdng cao, hd thdng phdn phoi cdn yeu kem nhu cau sQ Khu vyc Akwa Ibom State, Nigeria.Ket qua dung RAT cua ngudi dan cdn han ehe thieu nghien cQu eh! rang tan suat mua hang thang thdng tin Di danh gid dupe cac yeu to anh hudng eiia cdc logi trai cay va rau qua da dUdc xac d|nh den viec liia chpn rau sgch cua ngudi Ueu dung, mdt each dang ke' bdi thu nhgp hang thang tae gia Nguyen Vdn Dy (2007) da nghien cQu ede bien khac nhu tudi tac gidi tfnh Hnh trgng "Xac d[nh nhflng nhan to cd anh hadng quan hdn nhan va trinh dd hpc van khdng cd y nghTa trpng den vide chpn lua rau sgch cua ngadi Udu anh hudng tren tan suat mua hang Ihang.TQ do, dung d TP Hd Cht Minh" bang md hinh kinh te bai viet khuyen nghj ndn chu trpng hdn vao vide iupng Kdt qua md hinh hoi quy nhQng nhdn Id tang thu nhap binh quan cQa ngudi cd thu nhap anh hadng den vtec chpn laa rau saeh cQa ngQdi thap va eung tdp tmng nhieu hdn vao viec tang tieu dung chi rang cac yeu to: sy hieu biet, thu san xuat nude cua cae mat hang thyc pham, nhap, nhan hidu cQa san pham, hd thong phdn PhUdng phap nghidn cQu phdi rau sgch ed anh hudng den vide chon lUa rau 3.1 Cich tiep cpn nghien cOu saeh Clia ngudi tieu dung Yeu Id ve gia khdng cd Bai nghien cQu dUpc Uen hanh Iheo each tiep anh hudng Cung theo tae gia Nguyen Van Thudn cdn hanh vi mua eua ngudi Ueu dung, Cd nhieu va Vd Thanh Danh nghien cQu "Phdn ttch thuyet khae de' Yj giai hanh vi mua eua ngUdi cae ydu td anh hudng hanh vi tieu dung rau an tieu dung Mot U"ong nhQng ly thuyet dupc dung de loan tai Ihanh phd Can Thd" thi rau an loan dupc giai thfeh hanh vi mua la l^* ttiuyet ddng thai cua cung cap ehu yeu he thong sidu thj Phan Maslow (1943), theo thuyet Maslow thi nhQng doi ldn ngudi tieu dung rau an loan cd fhu nhgp tUOng hdi cQa eon ngudi dupe xep Iheo he thdng cdp bgc, ddi cao Cd ba yeu td anh hudng den tidu diing tQ nhQng thdi Ihuc nhieu den nhQng thdi thiic tt hdn rau an toan dd la: khoang each mua hang Idng Un cua khach hang, va ttnh san cd cua san pham Qi phat trien nganh rau an toan tai TP Can Tho eae giai phap dupc de xuat: phat trien them di^m ban hang, da dang hda hd thdng phan phdi nham tao su thuan Udn hon cho ngUdi tieu dung viec ^wra mua hang, cac nhd phan phoi va Nhu ''Su i^ pn tnqn nha san xuat nen ket hdp xdy dung nhan hieu/thudng hieu cho san Nhu cSu ve sinhJv pham nham lang Idng Un cQa Nguon Maslow, AH (1943) khach hang, va td ehQe lai san Hinh •' ^hap nhu cau Maslow khoa hp: 22 thifdng m a l ' KESH l € VA QUAHT L Y Trudc Uen ngudi sd co gang thda man nhu eau quan trpng nhal Khi eon ngudi edng vide thda man nhQng nhu cSu quan thi ddi hdi dd se khdng cdn Id nhdn Id tac ddng vdi hp thdi gian ay va ngudi ay se bj tae ddng bdi ddi hoi rat quan trpng ke tiep Trong qua trinh quyet djnh mua cua ngudi tteu ddng Ihudng trai qua giai doan mdl giai doan ddu ed mdt tac ddng nh^l djnh va ed nhQng ydu to anh hudng len tQng giai doan dd Dapc the hidn nhu sau: (Hinh 2) Ngudn- [2] Hinh 2: Qui trinh thdng qua quydt dmh mua cua ngudi tiSu dung Theo Philip KoUer (1967): hanh vi eQa ngudi mua ch|u anh hudng cua bon yeu t d chQ yeu: van hda, xa hdi, ca nhdn va tam ly Tat ca nhQng yeu to deu cho la nhOng cdn cQ de biet each tiep cdn va phyc vy ngudi mua mdt each hipu qua hdn Nhu vdy, qua trinh quyet dmh mua hang trudc het la ngudi Ueu dQng ed dupc y thQc va nhu eau tieu dung san pham, Ke de'n hp se tim kiem thdng tin dai ehung, tim hieu qua ban be, ddng nghipp da tQng sQ dyng san pham dang de cap quang edo eua nha san xuat Qua qua trinh nhdn thdng tin, hp cd the' biet dupe nhieu san pham cung logi ed the dap Qng nhu eau eua hp va chung cd nhQng ddc diem khac ve chat tupng, gid ca, phUdng thQc mua ban Budc tiep theo la dua nhQng phuong an tieu dQng khae va tien hdnh danh gid loi tch eua vide sQ dyng tQng loai san pham Cac tidu ehud'n dUOc danh gid bao gom: gia ca, thdi gian sQ dung, Unh tien Ipi, kha nang tai chlnh cua ngudi mua Sau danh gia, ngUdi tieu dung se dua quyet djnh mua sam mpt nhQng iogi san pha'm se mang lgi eho hp Ipi fch cao nhat Tuy nhidn, qua trinh mua hang khdng cham dQl tgi day, ma bao gid ngudi Ueu dung hing sau quyet djnh mua sam mpt san phd'm nao dd cung cd nhflng nhu cau hdu mai doi vdl ngudi ban, Trong qua trinh mua hdng ndy, cdc ca nhan mua hang xd hpi se ehiu anh hudng cua mpi logt cdc yeu td bao gdm ca nhflng yeu t d ve the chd xa hdi lan lam li* va ddc diem thd' chat rieng cd eua tQng ngudi Trong Van hoa •N^ivTSHianli \'an hda • Tang idp xa hpi Xahdi *Nhdm tliam kliao * Gin dinli Cit nlinn *Tiidi Tam ly * Ngha *Dpng CO * Hoan canh • Nlian thuc Ngirdi mua kinli te * Hieu biet Hinh 3-' M6 hinh cac yeu tSanh hudng 6en hanh vi ti^u dung cua Kotler (1967) So / b JUm hpc thng mal 23 l U M I TC VA ^VAX LY bai viet chung tdi se eo gang kiem dmh cac yeu tott-entt-ongqua Wnh chpn lUa RAT cua ngUdi dan tren dja bdn Ha Ndi hda cac sd lieu bSng md hinh cu t h ^ vdi sy hd'trp cua phan mem eview 3.0 Ham tuyen tlnh cd dang: T Y L E R A T = fifrUOI, TDHV, TNHAP, MUCDOTT GIACLECH) TYLERAT = p i + paTUOl + P3TDHV + P4TNHAP -•• P5MUCDOTT + peGlACLECH + U 3.2 PhUdng phap thu tfi#p sollpu Sd lidu sd cap chu yeu phyc vu eho edng tde nghien cQu hanh vi eua ngudi tieu dung Hinh thQc thu thdp s d lieu sd cap Id phong van tnic tiep, chpn ma'u ngau nhien nhflng ngudi lieu dung dang sQ dung RAT tgi cac sieu tfij Fivimart Ocean Mart, Lotte mart va eac cQa hang RAT de phdng van theo phieu thdm dd vdi s d ma'u la 60 mau Trong dd: U: sai sd ngS'u nhidn P2 -P6: La cac hd s d gdc Qng vdi ede bien IUdng Qng tud'l, trinh dd hpc van, Uiu nh$p, mQc dp Un tudng cua ngudi Udu dung va sy chenh l$ch ve gia glQa RAT vd rau thudng Bien phy thupc ia TYLERAT Bang ; Glii thleh cie bidn dpe tap cua md hinh Kj- vpng TSn bie'n Bien phu thuoc Ty 1$ RAT tdng Mang rau ma ngUBi tieu dOng mua (+) (TYLERAT) Bi6'n dac ISp Tudi cua ngir&i tifiu dDng tnic tiep mua rau (TUOI) (+) Trinh d6 hoc van cua ngirdi tieu d&ng tnTc tid'p mua rau (TDHV) (+) Thu nhap trung btah/thSng cua NTD (TNHAP) C+) MlJc tin n/6ng cfia nglTcfi tieu diing vko cha't ll/dng rau an toan (+) hi$n tren thi tnTflng (MUCDOTT) MiJc chenh lech gid giifa gia RAT va gia rau thifdng m& ngtfdi tieu (+) dOng chap nh3n mua (GIACLECH) Thu thgp so lieu thQ cap: eae so lieu thdng ke, Sd Ndng nghidp vd Phat trien ndng thdn, cQa hang RAT, sidu thj Thu thap s d lieu ttiQ cap tQ nien giam thong kd, mgng Intemet, cae de lai nghidn cQu trude cd lien quan 3.3 Phuang phap phan tfch I Bai nghien cQu cd sQ dyng phuong phap phdn Ueh hdi quy bang ham so dgng tuyen linh Bay la I phuong phap ldp mpt ham quan hd gifla cac bien I biet dupe gia tn lUdng Qng cua chung Lupng I khoa hgc •24 Ihifdngmai ^^^^^^^^^^^^^^^^^^^ Phan tfch ket qua hdi quy Nghien cQu lien hanh hdi quy theo phuong phap OLS thu dupe ket qua nhu sau: Qua ket qua phdn Uch Eviews ta cd ham hdi quy TYLERAT = -68.48335 + 0.674269*TUOl + 3,543056-TDHV + 3.274579'TNHAP + 0.623918*MUCDOTT+1.979743*G1ACLECH Tnidc bude vdo giai thfch va phdn Uch tn6 hinh ta phai kiem dinh lai cac gia thuyet cua mfi hinh Dd la cdc gia ttiuyet ma ta da ddt cho mo Kma T € VA Qulaf LY Bang ; Kdt qui ude lupng h6l quy him ty le RAT Cac bi^n so He saTifdc IrfQfng TUOI TDHV TNHAP MUCDOTT GIACLECH 0.674269 3.543056 3.274579 0.623918 1.979743 -68.48335 C Tri sot Xac sua't 2.580719 2.562916 1.897174 5.376255 0.785409 -3.440108 0.0126* 0.0134* 0.0631** 0.0000* 0.4379''* 0.0015 Ngudn: Ket qui chay Eview Ghi chu: ' : ed y nghTa d mQc y nghTa ban dau Id % " : cd •^ nghTa d mQc y nghTa ban dau la 10 % '^'^i khdng ed y nghTa hinh d ^ ddm bao eho md hinh md l ^ mdl each thue tieh hdn va vide phan tfch dupe chfnh xac hpn Neu md hinh vi pham mdt Irong cac gta ttiuyet ddt lam sai Idch vdi thye te va nghiem trpng hdn la khdng cdn phQ hpp vdi ly thuyet kinh td Kie'm d[nh md hinh dapc t h ^ hidn d bang Y nghTa phUdng trlnh hdi quy Ket qua md hinh hdi quy cho R^ = 0,678951 la he sd xac dmh, dieu dd cd y nghTa la md hinh giai thfeh dupc 67.8951% bidn ty Id RAT phu thude vao eac bien tud'i, thu nhdp, trinh dd hpe van, mQc dd tin tudng cua ngudi lidu dung ddi vdi chat lupng RAT vd mQc gta ehenh leeh giQa gia RAT vd gia rau thudng ma ngudi Ueu dung chdp nhdn, dupe trinh bay cy t h ^ d phan liep theo Nhin vao md hinh la thay dau cua P2, Pa P4, Ps, Pe deu dung nhu ky vong, nghTa la cac bidn ddc ldp ddu tJ Id thudn vdi bidn phu thudc: p2 = Bang ; Kidm dmh gli thuydt vd eie he sdhdl quy neng Cac bi^'n giai thfch Hang sd TUOI TDHV TNHAP MUCDOTT GIACLECH H?s6'a 68.48335 0.674269 3.543056 3.274579 0.623918 1,979743 Gia tri t -3.440108 2.580719 2.562916 1.897174 5.376255 0.785409 "•value 0.0015 0.0126 0.0134 0.0631 0.0000 0.4379 Quye't dfnh Bac bfi H|, Bac bo Ho Bac bo Ho Bac bo Ho Bic bo Ho ChUa CO cd sci bac bo Ho Ngudn: Kdt qui chay Eview Qua bang la thd'y cd bidn mQc gia chdnh lech giQa gia RAT vd gid rau thudng id chap nhdn giS ttiuyet Ho vdi mQc y nghTa a = 10%, nghTa la bi^n ndy khdng cd tac ddng hay khdng giai thich dupe cho bi^n phy Ihudc vdi mde y nghTa ndy 0.674269 cho thay rang tudi lang len dpn vj (tudi) thi tJ id f ^ T tang trung binh 0.674269%, eac yeu td khdc khdng dd'i Pa = 3.543056 eho thay trinh dd hoc van anh hudng ldn den ty le RAT Khi trinh hpc van cua ngudi tteu dung tang len ddn Vj (ldp) thi ly lp RAT lihna hnr ^^ thifdng'mai 25 liLVH TE VA QVAIV LY tang ttxing binh len 3.543056%, cac yeu td khde khdng doi p4 = 3.274579 eho ttiay rang vdi mQc y nghTa 10% thi thu nhdp cd anh hadng den ty id RAT md ngudi Udu dung mua Khi thu nhgp tdng len don Vj (tridu ddng) ttii ty lp RAT se tang trung binh ldn la 3.274579% Ps = 0.623918 eho ttiay mQc dp Un ttidng eiia ngudi tteu dung doi vdi chdt IUdng RAT hidn tren thi Irudng cd anh hudng den ty le RAT hp se mua Khi mQc dd Un ludng cua ngudi lieu dung tang len % Ihi ty le RAT tdng tmng binh thdm 0.623918%, cac yeu to khae khdng dot p5 = 1.979743 cd thdng kd tSTAT5 = 0.786409 Theo ket qua hdi qui d phy luc chl rang mQc gia chdnh Idch giQa gia F^T va gia rau thadng thi khdng cd y nghTa md hinh ndy Nguyen nhan va glai phap phat trien rau an loan 5.1 Nguyen nhan Trong nhQng nam gdn day, linh trang ngp dpc thyc pham eang gia tdng va dang dupe dd cap den nhu mdt mdi nguy hie'm de dpa true tie'p den sQc khde cpng ddng SQ dyng RAT chtnh la gial phap lot nhal de han ehe tinh trang trdn T h ^ nhung thj trudng RAT hipn cdn nhieu bat cap va ehua phat trie'n mgnh, ty Id RAT ma ngudi tteu dung sQ dyng bOa an hang ehUa eao Qua thuc le dieu tra ngudi Ueu dung va tim hieu ve thj tmdng RAT cd nhQng nguydn nhdn dan den tinh trang tren nhu sau: (1) Nguyen nhan IhQ nha't la san xuat RAT phai ddu tu eao, ndng sual Igi th&p hon so vdi san xu^t rau Ihudng nen gia eao hdn rau Ihudng (gap 1.52,5 Idn) Nhung vi Ipi Ich tn/dc mat khdng it cd sd sSn xuat va kinh doanh da vi pham qua trinh san xuat, danh IQa ngadi tteu dung Kdl qua Id ngadi tieu dung chju thiet,Uen Ih^t mua cua gia dan den hoai nghi ve chat iupng RAT Hien ngudi tieu dung ed nhu cau rat Idn ve RAT va san sang tra gid eao hon de ed san pham nhung hp bdn khodn bdi khdng the phan bi^t dau la RAT dau Id rau thadng ndn dan den tdm ly ludng iu, khdng that sy ttn tudng vao RAT khoa hoc 26 thifdng m a t ' (2) NhQng ngudi biet tlnh trang d nhiem tren rau tim den noi bdn RAT Do vide quan ly khdng tdt ndn nhieu ndi kinh doanh Ira trdn rau ttiudng vao RAT hoac ban " f ^ T " khdng dam bao chat lapng gdy mat Idng ttn khach hang (3) Do nhan thQc cua ngudi tieu dung chua cao Da s d ngudi tteu dung v^n chua nhgn thQc dupc lam quan trpng ve vd sinh an loan thyc ph^m Nhieu ngUdi mua ehi ldm ly hieu ky chua man ma vdi RAT Tuy ho khdng thich rau khdng an loan nhUng dung hang van thay blnh Ihudng nen nhu cau ve RAT trd nen khdng that sy can thiet, hp chua Ihuc su lo lang cho silc khde vl chat dde chua bde phat lgp tdc (4) d Ha Ndi cd khoang 40% lupng rau phai nhdp tQ cae tinh lan cgn dd vide quan ly lupng rau gdp nhieu khd khdn Viee phan phot va Ueu thu RAT qua nhieu khdu nen ed chi phi luu thdng Idn ty le hao hut nhieu Do dd, RAT cd chi phi cao dan den gia cao (5) He thong phdn phoi RAT edn han che, RAT chii yeu dupc ban tai eQa hang chuyen kinh doanh RAT hode hd thong sieu th| nen ngudi tidu dung mdt sd ndi khd Udp edn cung nhu khdng thudn ti^n mudn mua RAT Gia RAT mac hdn so vdi rau thudng ban d cho, hOn nQa muon mua phai tdi cila hang nen mat thdi gian, dan den ngudi tieu dung ed ldm ly nggi di mua RAT 5.2 Giii phap Trude nhQng nguyen nhdn tren, de' phat trien thj IrUdng rau an toan thi edn thiet cd nhQng giSi phap nham nang cao nhdn IhQc cua ngUdi tieu dQng ve RAT Bdn canh do, edn gidm gia v l xay dung he thdng phan phdi hpp ly de' ngUdi tiSu ddng cd the tiep can va ed kha ndng mua RPJ nhieu hdn Va quan trpng hdn het la xay dyng va eung ed niem ttn cua ngudi tieu dQng ddi vdi m3l hang RAT Mot s d giai phap cd the ke den nhU: Tuyen truyen phd bidn nhOng kien thOc vd fW cho ngudi tlSu dung Cic chQOng trinh tuyen truydn phai dupc thyc hidn thdi gian dai vdl nhflng chinh sach ddng bd, nhQng chuong tt'lnh phu hpp nhu la chUPng trinh ti vt quang cao So 80/2015 msH T6 VA QUA]V LY Clam gli thinh RAT nhu xdy dung hd thdng phan phdi tnjc Uep IQ ngudi s^n xual den ngudi tidu dung; nha nUdc hd'trp von uu ddi, hd'trp cung cap Qng dyng khoa hoe ky thudt eho nhflng vQng trdng RAT nhSm giam ehi phf, tang hieu qua san xuat va chdt lupng, IQ dd tang kha nang canh tranh ve gla Quan ly sin xudt vi phin phdi vi luu thdng RAT dao tgo nguon nhdn lyc du nang lpc de kiem tra chdt lUpng RAT tang cUdng ki^m soat chdt lupng rau qua san xudt va tren thj trudng Xay dung chfnh sach phu hop quSn ly va trang b| nhflng cdng cy phuong phap kiem tra nhanh de kiem soat luu thdng CQng c d mgng ludi ban RAT thdng qua sieu thj, cQa hdng ehuyen kinh doanh RAT Vi ddy Id nhQng he thdng phan phoi phan nao da cd sy tin tudng cua ngUdi tidu dQng Md rpng kenh phdn phdi, tao lhu#n ldi cho ngudi Udu dung Xdy dyng hd thdng phdn phdi RAT d chp nham Igo dieu kien Ihu^n ldi cho ngUdi tidu dung Uep can de'dang vdi ngudn eung RAT, Xiy dung thuang hipu, cung co niem tin cua ngudi Ueu dung: RAT phai ed nhan mac bao bi theo quy djnh, K i t lu$n Qua sdlidu didu tra long hpp va phan Uch 60 md'u ngudi Udu dQng d TP Ha Ndi cd the' rut mdt so ket ludn vd cae yeu Id anh hudng ddn hdnh vi cQa ngudi tieu dQng ve rau an toan nhu sau: Ty lp mua RAT lgi Hd Ndi chju anh hudng cQa eae ydu td nha: tudi, thu nhap, trinh dp hpe van mQc dd thdng tin eua ngUdi tidu dung ve chdt lupng RAJ tren th| trudng Yeu to ve mQc chenh ipch gia giQa gia RAT va gid rau thudng ma ngudi tidu dQng chap nhgn mua khdng anh hudng ldi ty 1$ mua RAT md hinh Nhu vay de* phdt trien thj trudng RAT can phd bidn sdu rdng thdng tin eho ngudi Ueu dQng hi^u ve fch ldi cua vipe sQ dung RAT Nang cao chat lupng san ph^m, xay dyng thupng hieu nhhm tao Idng ttn eho ngudi tidu dQng Ben canh dd, md rpng mang ludi tieu thy RAT Cae cP quan ehQe nang can ed nhQng giai phap hi$u qua nham quan So 80/201E> ly RAT IQ khdu san xual, phan phoi den luu thdng nham dam bao chat iupng RAT • Tai lieu tham khao: Tran Doan Dung (2004) 77e'p thj ca bin, Tmdng DH Kinh Te TRHCM Quyet djnh sd 67 - 1998/QD - BNN - KHCN Nguyen \ ^ n Thudn va Vo Thanh Danh Phin ti'ch cic yeu tdinh hudng hinh vi tieu dOng rau an toin tai thinh phd Can Tha Ohen (2014) Consumer Purchasing Behaviour for Fruits and Vegetables among Civil Servants In Essien Udim Local Government Area, Akwa Ibom Slate, Nigeria.URL: http ://iiste.org/Journais/index,php/FS QM/article/viewFile/10473/10981 Maslow AH (1943), A Theory of Human Motivation, Psychological Review, 50(4), 96-370 Summary The article looks into the situaUon of vegetable consumption in general, the trends of consumption and factors affecting consumption of this stuff in Hanoi Using econometrics and Eview tool, the author draws up the model of affecttng factors to the choice of safe vegetables by consumers via primary data collected from some supermarkets and wholesale markets in Hanoi Research findings reveal that consumers with higher qualificattons and income tend lo buy safe vegetables more Factors such as age and confidence in vegetable quality also affect their choice The discrepancy in vegetable prices does not show any effect in this model Based on these findings, the article makes some recommendations to raise the awareness and develop the market for safe vegetables in Hanoi _khoa hpc "thifdng mat 27 ... hdn rau an toan dd la: khoang each mua hang Idng Un cua khach hang, va ttnh san cd cua san pham Qi phat trien nganh rau an toan tai TP Can Tho eae giai phap dupc de xuat: phat trien them di^m ban... eua ngUdi cae ydu td anh hudng hanh vi tieu dung rau an tieu dung Mot U"ong nhQng ly thuyet dupc dung de loan tai Ihanh phd Can Thd" thi rau an loan dupc giai thfeh hanh vi mua la l^* ttiuyet... hop vdi San giao djch rau, qua va ttiuc pha'm an loan tht did'm md eae diem phdn p h ^ RAT tai cac khu dan cu, cd quan Ket qua den thdng 10/2013 dang van hanh 72 diem tgi khu dan cU, cd quan tdp