(Luận văn) willingness to buy organic vegetable , a study in bien hoa city

UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to International School of Business ng hi ep - w n lo Nguyen Thanh Phuong ad ju y th yi pl al n ua CONSUMER WILLINGNESS TO PURCHASE va n ORGANIC VEGETABLE: fu ll A STUDY IN BIEN HOA CITY oi m at nh z z k jm ht vb om l.c gm MASTER OF BUSINESS (Honours) an Lu n va ey t re Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to International School of Business ng hi ep - w n lo Nguyen Thanh Phuong ad ju y th yi pl al n ua CONSUMER WILLINGNESS TO PURCHASE va n ORGANIC VEGETABLE: fu ll A STUDY IN BIEN HOA CITY oi m at nh z ID: 22120024 z k jm ht vb SUPERVISOR: DR LE NGUYEN HAU om l.c gm MASTER OF BUSINESS (Honours) an Lu n va ey t re Ho Chi Minh City – Year 2014 t to ABSTRACT ng hi ep Organic vegetables were produced with the majority of the projects directed towards export, but in recent years, the demand of organic vegetables in domestic market is w n increasing, driven by consumer higher standard of requirements, safety and quality focus lo ad and concerns over excessive chemical synthetics use in conventional vegetable production y th Vietnamese households are more willing to pay a premium for organic vegetable ju Advantages of organic vegetable are indicated as good for health, more tasty for users while yi pl disadvantages are not easy to buy and not enough species for choices Given both the ua al motives and barriers of purchasing organic vegetable, the study aims to identify the most n influence factors that affect consumers’ willingness to purchase towards organic vegetables va n in Vietnam, precisely in Bien Hoa City ll fu oi m Besides the demographic characteristics of consumers such as age, educational level, monthly expense for food, presence of children in the family, that affect their willingness to nh at purchase organic vegetable , the author has presented a model with number of items and z factors proven to add explanation value concerning willingness to purchase organic z ht vb vegetable of Bien Hoa consumers Field interviews conducted in a random selected sample jm consisted of 230 family food buyers in August and September of 2014, through a self- k administered structured questionnaire Frequencies, descriptive statistics, principal gm l.c components analysis and multiple regression were used for data analysis to identify factors that affect people in preferring consuming organic vegetables The results revealed three om factors having most influence on consumers’ willingness to buy organic vegetables: (1) n va Benefits and (3) Subjective Norms were indicated as buying motives, (1) Price was an Lu Price, (2) Awareness of Benefits and (3) Subjective Norms While (2) Awareness of ey t re indicated as buying barriers TALE OF CONTENTS t to ABSTRACT ng hi CHAPTER INTRODUCTION .5 ep 1.1 Background w n 1.2 Problem statement 1.4 ad Research objectives and aims y th lo 1.3 Thesis structure .7 ju yi CHAPTER LITERATURE REVIEW pl Theoretical review: Theory of Planned Behavior 2.2 Buying motives and buying barriers of organic vegetable 10 2.3 Research hypothesis and research model 12 n ua al 2.1 n va fu ll 2.3.1 Self-awareness 13 oi m at nh 2.3.2 Health Concerns 14 2.3.3 Subjective Norms 14 z z ht vb 2.3.4 Perceived Benefits 15 k jm 2.3.5 Perceived Convenience 15 gm 2.3.6 Perceived Price .16 l.c CHAPTER RESEARCH METHOD 17 Research method 17 3.2 Measurement scale 18 3.3 Data collection method .20 3.4 Data analysis method 20 om 3.1 an Lu n va Profile of respondents 21 ey 4.1 t re CHAPTER RESULTS & DISCUSSIONS 21 t to ng hi 4.2 Scale validity and reliability 25 4.3 Exploratory Factor Analysis (EFA) 28 4.4 Adjusted Research Model 31 ep 4.4.1 Awareness of benefits .32 w 4.4.2 Subjective Norms 33 n lo Testing the hypotheses 34 ad 4.5 y th 4.5.1 Regression (Dependent variable: Willingness to Purchase) 36 ju yi 4.5.2 Regression (Dependent variable: Awareness of Benefits) 37 pl ua al 4.5.3 Testing hypotheses results 38 n CHAPTER CONCLUSIONS AND LIMITATIONS 43 va Summary of research 43 5.2 Limitations 45 5.3 Suggestion for further researches 46 n 5.1 ll fu oi m at nh REFERENCES 47 z z ht vb APPENDIX 53 Survey Questionnaire .53 b PP Plot and Scatterplot for Dependent Variable Willingness 55 c PP Plot and Scatterplot for Dependent Variable Awareness of Benefits .56 k jm a om l.c gm an Lu n va ey t re LIST OF TABLES t to Table 3.1 Summary of scales used in survey questionnaire 18 ng Table 4.1 Respondent Demographic 22 hi ep Table 4.2 Age range * Using organic vegetable frequency .24 Table 4.3 EFA for individual scales 25 w n Table 4.4 Cronbach's alpha index 27 lo ad Table 4.5 EFA rotated component matrix - 1st 29 ju y th Table 4.6 EFA rotated component matrix - 2nd 30 Table 4.7 Factor Awareness of benefits .31 yi pl Table 4.8 Multiple Regression Analysis Model .35 al ua Table 4.9 Pearson Correlation 35 n Table 4.10 Willingness to Purchase Multiple Regression 36 va n Table 4.11 Awareness of Benefits Multiple Regression 37 ll fu oi m nh LIST OF FIGURES at Figure 2.1 Theory of Planned Behavior .10 z z Figure 2.2 Beliefs connected to organic food 11 vb jm ht Figure 2.3 Research model 13 Figure 4.1 Using organic vegetable frequency 23 k gm Figure 4.2 Relationship between organic vegetable using and number of children in l.c the family and family food purchaser educational level 24 om Figure 4.3 Adjusted research model 32 an Lu Figure 4.4 Awareness of Benefits combining 33 Figure 4.5 Multiple regression method results 38 n va ey t re CHAPTER INTRODUCTION t to ng hi Background ep 1.1 Vietnam weather condition is favorable to grow various kinds of vegetable in all w n seasons However, as the farmers focus too much on productivity, intensive cultivation, and lo ad increasing crops, they tend to fertilize plants and use insecticides, pesticides, growth y th stimulants indiscriminately According to the report of Mr Nguyen Xuan Hong, Director ju yi General of Plant Protection Department, 80% of plant protection chemicals were used in the pl wrong way and Vietnamese farmers could reduce 50% amount of plant protection chemicals al n ua using without any affect to productivity (MARD, 2014) Not only environment pollution, va time and money extravagance, the overuse of plant protection chemicals also cause food n poisons and many diseases to human such as cancer, kidney dysfunction, toxicity to the fu ll nervous system, etc As a result, the safety of vegetable is a key issue in Vietnam and m oi becomes an objective of Foot Safety National Strategic Programme: “To 2015, 30% nh at planting farms would have applied VietGAP” (MOF, 2011) z z Vegetables are considered as safe when the nitrate and heavy metals, pesticide, and vb ht microbial contamination levels are below the standard level which is issued by the MARD k jm (2008) Nowadays, people get used to the term “Organic Vegetable” Organic vegetable is gm vegetable grown and processed by methods that not use any synthetic materials, such as l.c chemical pesticide, synthetic fertilizer and growth stimulants (FAO, 1999) More and more om companies invest in organic food business such as An Hịa Co., Organic Farm, Golden an Lu Garden, Nơng nghiệp GAP, Ánh Ban Mai, Homefood, Mr.Sạch, Tràng An, Bác Tôm, Organica, Organic Roots, etc According to Ms Regina Loo – Marketing Director at Big C n va Vietnam in 2014, not only the increasing awareness on health, food safety and ey capita in Vietnam getting higher is also a reason There is a rise in the number of t re environmental concerns that cause an increase in demand for organic foods, the income per households who choose organic vegetables for their meals They are willing to pay a t to premium for organic vegetables ng hi ep Problem statement 1.2 w n However, the increasing demand of organic vegetable does not guarantee a lo ad promising market for organic vegetables Preliminary observations revealed that high price y th is the first disadvantage For example, according to State Management Information of Price ju and Valuation, in Feb 2014, the price of Cabbage (“Bap Cai”) in traditional market is yi pl around 12,000-15,000 VND/KG, while it is 25,000-30,000 VND/KG for organic vegetable, ua al two times more expensive, while buyers are not sure that the higher price one is really safe n On other hand, limited supply caused by high cost cultivating as well as limited products va n availability and variability, customers cannot buy their favorite organic vegetable at the ll fu most convenience (Trinh, 2014) Those disadvantages make the demand of organic oi m vegetable still low against rising demand nh at Given this situation, the problem of concerns by managers and marketers in related z organizations is how to increase the acceptance of Vietnamese consumers towards organic z ht vb vegetable Thus, it is necessary to identify the key factors and measuring their influence on jm the willingness to buy organic vegetables This helps to clarify the buying motives and k buying barriers, improve knowledge and understanding to draw managerial implications gm l.c Previous studies mainly focus on consumers awareness towards organic vegetables om with research objectives are local Vietnamese in general (Truong et al., 2012; Mergenthaler an Lu et al., 2009) Then, the results might not reflect the true image of organic vegetable consumption and it is difficult to understand how willingness to purchase organic vegetable n ey t re etc va are affected by changes of other indicators such as price, convenience, consumption trend, Bien Hoa City, Dong Nai Province is selected as a case to test the model The city is only 30 kilometers away from Ho Chi Minh City Center, growing fast in recent years with new food stores, malls, supermarkets appeared The research will assess the level of family t to food buyers’ awareness of health, trust and perception of certificated organic vegetable, ng price consciousness and buying convenience influence on willingness to buy organic hi ep vegetable in Bien Hoa City w The findings can benefit organic vegetable sellers and retailers in developing n lo appropriate sales and marketing strategies by improving understanding of potential ad Vietnamese consumers – the family food purchaser It may also help government to design y th strategies for consumer education on the benefits of going organic ju yi pl al Research objectives and aims n ua 1.3 va The proposed model will be tested in the context of Vietnam, Bien Hoa City n specifically As problems stated above, the research objectives are indicated as to identify fu ll the key factors and measure their influence on consumers’ willingness to buy organic m oi vegetable Its aim is to guide future awareness raising, advocacy and marketing activities of nh at the organic sector in Viet Nam z z Thesis structure k The structure of this research is organized in five chapters jm ht vb 1.4 gm om background, research problems and research objectives l.c  Chapter is concerned with the introduction of the thesis which includes research Icek Ajzen and preliminary researches in organic vegetable Through the an Lu  Chapter reviews relevant literature regarding the Theory of Planned Behavior of n  Chapter introduces the design of the research This chapter starts with research validity and reliability and goes to stage of data collection in assessing the ey t re which is mention in the next chapter va discussion, the hypotheses and research model will be developed for the testing perception and awareness of consumers as well as measuring the influence of the t to main factors on their willingness to purchase organic vegetable The discussion ng on research population, research sample, data collection procedure and regression hi ep model for testing hypotheses are also included in this chapter  Chapter shows the strategy of data analysis and discusses the findings This w n chapter will provide a summary of testing results for hypotheses given in the lo ad chapter y th  Chapter relates to the conclusions, implications and limitation Suggestions of ju further research are also mentioned in this chapter yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re CHAPTER LITERATURE REVIEW t to ng hi ep A detailed literature review was undertaken on Theory of Planned Behavior and findings of past studies in organic vegetables Through the discussion, the hypotheses and w n research model will be proposed lo ad y th Theoretical review: Theory of Planned Behavior ju 2.1 yi pl In order to explore the factors drive consumer willingness to purchase organic ua al vegetable, it is necessary to identify the factor influence their intentions and trends As such, n theory of Planned Behavior (TPB) has been applied (Ajzen, 1988) n va ll fu The theory proposes a model which can predict human behavior with suggesting that oi m a person's behavior is determined by his/her intention to perform the behavior and that this intention is, in turn, predicted by attitudes about the behavior, the subjective norms (a nh at person’s perception of important others’ beliefs that he or she should or should not perform z the behavior) encasing the execution of the behavior, and the individual’s perception of their z jm ht vb control over the behavior The TPB model is the successor of the similar Theory of Reasoned Action of Ajzen k l.c gm and Fishbein in 1980 The succession was the result of the discovery that behavior appeared not to be 100% voluntary and under control, which resulted in the addition of perceived om behavioral control With this addition the theory was called the Theory of Planned Behavior an Lu (Rebecca et al., 2012) n va ey t re Figure 2.1 Theory of Planned Behavior t to ng hi ep w n lo ad ju y th yi pl n ua al n va Source: Ajzen, 1988 ll fu In many studies, only one or two rather than three of the cognitive determinants- oi m attitudes, social norms, and perceived behavioral control-significantly relate to intentions at nh For example, a study of Budden and Sagarin (2008) examined whether attitudes towards exercise, subjective norms, and perceived behavioral control were related to intentions to z z exercise The study found attitudes to exercise and perceived behavior control were related vb jm ht to intentions to exercise Subjective norms, however, did not uniquely contribute to these intentions k Buying motives and buying barriers of organic vegetable om l.c gm 2.2 affect the willingness to buy organic foods among the consumers, such as income, an Lu Through preliminary researches, the author notices there are several factors which 10 ey is women who buy organic food in larger quantity and more frequent than men t re and status (Idda et al., 2008, Gracia and Magistris, 2007) Gender is also a critical factor, it n income and high education are more likely to buy organic food to reflect on their awareness va education, gender, size of family and presence of children in family Consumers with high (Arvanitoyannis and Krystallis, 2004) Households with smaller family size are indicated to t to be more willing to pay for organic purchase and presence of children in family positively ng influences the organic food purchase (Idda et al., 2008) hi ep In other research of Baker et al (2004), consumer motivations to purchase organic w food include health concerns, more nutrition than conventional food, environmental n lo concerns, food safety, sensory issues, ethical concerns or value structure While the ad perceived barriers are price, availability, lack of trust and product appearance; perceived y th ability is income (financial resources) Building on a literature review published by ju yi Hughneret al (2007), below summarizes the most important beliefs that have been pl connected to organic food in previous studies and that contribute to forming an attitude n ua al towards organic food va Figure 2.2 Beliefs connected to organic food n ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re Source: Hughneret al (2007) 11 On the other hand, in a research of Tran Tri Dung and Phan Hoang Ngan (2012), the t to demand of Vietnamese consumers for organic vegetable largely exceeds its supply though ng the price of organic produce is 1.5 to times higher than market average Consumers of hi ep organic vegetable are well-educated and above average income, urban households who much concern about safety of food and family health These buyers not pay attention to w n the premium prices of organic produce Their consumption relies on their belief that organic lo ad vegetable prevent their families from negative impacts of chemicals which are very often ju y th abused in ordinary cultivation They highly request for the best quality yi pl Research hypothesis and research model ua al 2.3 n This study adapted literature reviews of the Theory of Planned Behavior in the va n context of identifying key factors influence consumers’ willingness to purchase organic ll fu vegetable Willingness to purchase organic vegetable was designed as dependent variable m oi Six factors - health concerns, subjective norms, self-awareness, perceived price, perceived at nh benefits and perceived convenience - were chosen for this study because they commanded a majority found to affect customer willingness to purchase in prior studies The proposed z z research framework is presented in Figure 2.3 k jm ht vb om l.c gm an Lu n va ey t re 12 Figure 2.3 Research model t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m 2.3.1 Self-awareness nh The demand for organic foods has significantly increased due to increasing at z awareness on health, food safety and environmental concerns (Briz and Ward, 2009; z vb Loureiro et al., 2001) The meaning of awareness is consciousness In term on marketing jm ht concept, awareness refers to consumer consciousness where purchaser’s knowledge of k specific product and company, allows the consumers to obtain the greatest form what they gm purchase (Thomas, 2011) According to Kumar (2011) stated that awareness and knowledge l.c has turn into a significant positive elements in consumer attitude and behavior towards om buying organic foods an Lu In this research model, self-awareness represented the consumers’ attitude, beliefs n va and knowledge toward organic vegetable ey 13 t re H1 Self-awareness impact on the Willingness to purchase organic vegetable 2.3.2 Health Concerns t to Health consciousness best describes consumers “Who are aware and concerned about ng their state of well-being and are motivated to improve and/or maintain their health and hi ep quality of life, as well as preventing ill health by engaging in healthy behaviors and being health conscious regarding health Such individuals tend to be aware of, and involved with, w n nutrition and physical fitness.” (Kraft and Goddell, 1993) lo ad There has been an extensive amount of research carried out into the relationship y th between organic food and health as a contributing factor towards attitudes and intentions to ju yi purchase organic food, the overwhelming majority of which find “health” to be one of the pl primary reasons consumers buy organic foods (Michaelidou et al., 2008, Molyneaux, 2007, al n ua Saher et al., 2006, Lockie et al., 2002, Fotopolous et al., 2000) To assess Health concerns, n va the questions revolved around whether health care is an important factor contributes to one’s ll fu willingness purchasing organic vegetable by increasing self-awareness oi m H1a Health Concerns impact on the Self-awareness at nh z z 2.3.3 Subjective Norms vb jm ht Subjective Norms refer to social individual, which affect the willingness to purchase vegetable, such as relatives, friend, or colleagues, condone, social media As current the k gm situation of food consumption trend in Vietnam, which is more concentrate on health and l.c food safety issue (Loo, 2014), this variable is likely to have a significant positive impact on om self-awareness of organic vegetable To assess Subjective norms, the questions revolved an Lu around whether family, friends, colleagues and social media would encourage one to buy organic vegetable by increasing self-awareness n va H1b Subjective Norms impact on the Self-awareness ey t re 14 2.3.4 Perceived Benefits t to Perceived benefits of organic vegetables are indicated as healthy and tasty for users, ng fresher, cleaner, more nutritious and environment friendliness Idda’s study (2008) showed hi ep that 89% participants agreed that organic food is healthier, 72% agreed that organic food tend to safeguard environment and 39% agreed that organic vegetable is more tasteful w n Another research showed that the perceived quality and taste of organic food products were lo ad better than conventional products (Ulf, 2010) Hence, in this research, the author proposes a ju y th positive influence of perceived benefits on willing to purchase organic vegetable yi H2 Perceived Benefits of using organic vegetable impact on the Willingness to pl purchase organic vegetable n ua al n va 2.3.5 Perceived Convenience fu ll Studies have shown that perceived convenience contributes significantly to m oi willingness to buy organic food Most consumers are pragmatic and not go to several nh at stores in order to get what they want They prefer to the shopping in a convenient nearby z supermarket and if this supermarket does not have a wide selection of organic food many z ht vb consumers will end up buying non-organic food (Chryssohoidis & Krystallis, 2005) As jm such, organic products have to be available and variable for the purchase of organic foods is k going to become a routine and ‘‘normal’’ part of shopping for the convenient consumer gm (Ulf, 2010) In this research, not only the perceived convenience in buying but also the l.c perceived convenience in using organic vegetables is concerned Because the organic om vegetables are free from chemical pesticide, synthetic fertilizer and growth stimulants, the an Lu consumers will spend less time and work for washing, cleaning and cooking n va H3 Perceived Convenience impact on the consumer’s Willingness to purchase ey t re 15 2.3.6 Perceived Price t to In the health product market, there are existing contradict opinions of the influence of ng price on the consumer’ willingness to buy A widely held belief in the organic trade circle is hi ep that price and income not necessarily track organic sales (Fromartz, 2006; Hartman Group, 2006); while other believed that personal income is important for the organic w n consumer because organic food is often more expensive than non-organic food (Ulf, 2010) lo ad A theory explained this phenomenon as in the early development of the organic food y th market, the sales only concentrated in niche markets, such as natural and specialty food ju stores The organic food is listed as a functional food and serves affluent consumers They yi pl place a high value on the health and environment benefits of organic food and thus, may be ua al willing to pay a premium price However, as organic food/ agriculture is fast developing, n they become available to a much larger consumer base of less affluent, price conscious va n customers The result is the roles of price and income in organic sales may have evolved ll fu (Travis et al., 2009) m oi H4 Perceived Price impact on the willingness to purchase at nh z z k jm ht vb om l.c gm an Lu n va ey t re 16 CHAPTER RESEARCH METHOD t to ng hi ep The discussion on research method, measurement scales, research population, research sample, data collection procedure and regression model for testing hypotheses are w n included in this chapter lo ad y th Research method ju 3.1 yi pl This research was approached as a quantitative study because it was more efficient, ua al less costly and it enabled the researcher to make inferences of a larger population by using a n small number of the representative sample Moreover, it allowed the researcher to test va n hypotheses, related variables and use standards of validity and reliability of the current ll fu approach (Creswell, 2003) oi m There were two main phases in the present study: pilot study and main study nh at  The pilot study was conducted to assess the validity and reliability of the z z instrument before the questionnaire was distributed Initial data was collected vb jm ht using face-to-face interview with 10 target participants Respondents of the pilot study were individuals who had experience in buying organic vegetable The pilot k l.c gm study helped ensure that the final questions would be well understood and attempted to predict an appropriate sample size and improve upon the study om design prior to performance of a full-scale research project Simultaneously, measurement scales an Lu Cronbach’s alpha and exploratory factor analysis (EFA) was used to test n ey t re purposes are to confirm the measurement scales, to test the hypotheses and to va  The main study was conducted using prepared questionnaire survey The confirm the research model 17 3.2 Measurement scale t to A paper-based questionnaire was developed to collect data to validate the constructs ng and theory pointed in the research framework This questionnaire was firstly developed in hi ep English, and was translated into Vietnamese later It was divided into three parts The first part of the survey instrument was designed to select the proper respondents (screening part) w n The second part contains questionnaire items that measure seven constructs in the proposed lo ad model These questionnaire items are measured using a five-point Likert scale (from 1- y th strongly disagree to 5- strongly agree) These items were developed from previous related ju research and subsequently modified to fit the organic vegetable willingness to purchase The yi pl third part of the survey included questions regarding demographic and social economic al n ua status ll (Health01) You always care about health oi m (Health02) You are interested in getting health information nh HEALTH CONCERNS: Relating to the interviewees’ concerns of health ITEMS fu SCALES n va Table 3.1 Summary of scales used in survey questionnaire at (Health03) You will immediately stop using a product if you find out it is harmful for your health z z jm ht (SuNorm05) You buy organic vegetable because doctor said it is good for health k l.c gm (SuNorm06) Relatives/ friends think organic vegetable is good for your health om (SuNorm07) Using organic vegetable is modern trend an Lu 18 ey (Aware10) You believe organic vegetable help prevent t re (Aware09) You believe organic vegetable not have harmful chemical synthetic n (SuNorm08) You buy organic vegetable because TV/newspapers warn about lots of vegetable over fertilized with chemical synthetic va SELF-AWARENESS: The demand for organic foods has increased sharply due to increasing awareness vb SUBJECTIVE NORMS: Refer to social individual, which affect the willingness to purchase vegetable, such as relatives, friend, or colleagues, condone, social media To assess Subjective norms, the questions revolved around whether family, friends, colleagues and social media would encourage one to buy organic vegetable by increasing selfawareness (SuNorm04) You buy organic vegetable because people around you use it (colleagues/ friends/ relatives) t to ng on health, food safety and environmental concerns (Briz and Ward, 2009; Loureiro et al., 2001) According to Kumar (2011) stated that awareness and knowledge has turn into a significant positive elements in consumer attitude towards buying organic foods illness (Aware11) You think using organic vegetable is health caring hi ep (Aware12) Using organic vegetable help you feel more assured w n lo (Benefit13) You think organic vegetable have better taste than other vegetables ad PERCEIVED BENEFITS: Relating to perceived benefits of interviewees toward organic vegetables ju y th (Benefit14) You think organic vegetable is more nutritious than other vegetables yi pl (Benefit15) You think organic vegetable is more environment friendliness n ua al (Conven16) You can easily buy organic vegetable n va PERCEIVED CONVENIENCE: (Conven17) Organic vegetable have the species you need Relating to perceived convenience in buying and using organic vegetables (Conven18) Using organic vegetable help you save time from washing compare to other vegetables ll fu m oi (Price19) You think price of organic vegetable is too much higher than normal vegetable at nh (Price20) Price of organic vegetable is cheap z PERCEIVED PRICE: Relating to perceived price of interviewees toward organic vegetables z ht vb (Price21) Price of organic vegetable is worth (Willing22) You will surely buy organic vegetable jm (Willing23) You will buy safe vegetable which may contain a determined amount of chemical synthetics, but price is cheaper k l.c gm (Willing24) You will continue buying vegetables sold at traditional markets om an Lu (Willing25) You made buying decision without caring it is organic vegetable or not n ey t re (Willing26) You will introduce organic vegetable to your relatives, friends and colleagues va WILLINGNESS TO PURCHASE: The questionnaire provides several further actions for the consumers By assessing their level of agreement toward these hypotheses, we can understand their willingness to purchase organic vegetable, thus help to predict their future buying behavior 19 3.3 Data collection method t to Sample statistics need to be reliable It should represent the whole population ng parameters as much as possible Hair recommends that for factor analysis, the minimum hi ep sample size should be at least five times the number of items that are to be analyzed (Hair, et al., 2006) For this study, there were 26 items that need to be analyzed Therefore, at least w n 130 completed questionnaires should be required A sample rule is that a larger sample size lo ad is better (Field, 2005) but “big” is not necessarily beautiful in survey design (Bell, 1991), ju y th and it is not always practical (Field, 2005; Fink, 2003) yi Based on these findings and suggestions, it is reasonable and reliable to collect data pl from around 200 individuals for the present study with the sampling method is convenience al n ua The research would be undertaken around Bien Hoa City with objects are the decision n va makers in buying food for the family, including male and female from 18 years old ll fu oi Data analysis method m 3.4 nh at The database after cleaning and reversing would be analyzed via two steps: z z  Firstly, descriptive statistics analyses (frequencies/descriptive) were used to vb jm ht evaluate the current status of organic vegetables consumption in Bien Hoa City This method will provide some general information of consumers, such as: age, k gm education, job, family characteristics, monthly food expense, etc l.c  Then, to measure consumer willingness to pay for organic vegetables, the om regression method will be applied an Lu All analyses will be conducted using SPSS software n va ey t re 20 CHAPTER RESULTS & DISCUSSIONS t to ng hi ep To test the proposed model, the researcher recruited a sample of 230 respondents who were the family decision makers in buying food There were 202 valid respondents, w n accounted for 87.8% Based on the questionnaire, there were five reverse items: Price20, lo ad Price21, Willing23, Willing24 and Willing25 ju y th yi Profile of respondents pl 4.1 ua al The study sample consisted of 190 female (94.1%) and 12 male (5.9%), which n revealed that most families, female was the buying food decision maker Popular age range va n were 41-50 (33.7%) and 31-40 (31.7%) The age range 21-30 accounted for 23.8% and 50 fu ll years old accounted for 7.4% Only 3.5% was under 20 years old oi m In terms of educational level, the respondents comprised of high school (37.6%), nh at college (35.1%), bachelor or higher (22.3%) and class or under (5.0%) In terms of job z classifications, workers (36.1%), office staffs (32.2%), house-wife/husband (16.8%), z k jm ht vb business-man/woman (11.9%), student (2.0%), and other job (1.0%) om l.c gm an Lu n va ey t re 21 Table 4.1 Respondent Demographic t to Demographic profile Gender Category ng hi ep w Age n lo ad ju y th pl n ua al n va ll fu Education oi m at nh z Job z jm ht vb 12 190 202 48 64 68 15 202 43 71 63 25 202 10 76 71 45 202 73 65 34 11.9 1.0 100.0 om l.c gm 24 202 k Male Female Total Under 20 years old 21-30 years old 31-40 years old 41-50 years old Over 50 years old Total No children child children More than children Total