Overview of the Research- Research Problem: Many firms lack reliable data to expand the organic food market due tothe limited number of researches carried out on the demand for organic f
The statement of Research Problem
Nutrition transition in Vietnam
This inevitable transition subsequently leads to the change in food supply, food prices and most importantly, diet and nutrition outcomes Many populations have transitioned from traditional diets that included locally-specific coarse grains, pulses, fruits and vegetables, and some meat or fish - largely depending on season - to a standardized global diet with rising levels of animal foods, fat, sugar, and processed packaged foods over varying time scales and in various locations Numerous research in Vietnam have identified a nutrition transition in terms of shifting nutrition outcomes Many socioeconomic and health factors, including a20% higher provincial average monthly per capita income associated with a 17.4% higher prevalence of child overweight or obesity, have been linked to rising obesity in Vietnam,according to recent research that examined associations with upstream factors (Beal et al.,2020).
Covid 19’s lockdown and beyond
We have to admit that the Covid19 pandemic has taken its toll on people’s lives in various aspects, one of which is the unavoidable impacts on the diets of Hanoi’s urban dwellers According to the research, only 19% of the food consumed by Hanoi's urban poor was bought from supermarkets or convenience stores, while 70% came from local markets.Additionally, only 7% of all ultra-processed food consumed was purchased in local markets,while an astounding 84% came from supermarkets and convenience stores (Sigrid Wertheim-Heck, 2020) These statistics demonstrate that although supermarkets and convenience stores provide a significant amount of ultra-processed food, they make up a very small portion of the city's overall diet.
Overview of the Research
- Research Problem: Many firms lack reliable data to expand the organic food market due to the limited number of researches carried out on the demand for organic food consumption of households in Hanoi
- Research question: What is the relatively exact figure for organic food consumption of households in Hanoi needed for firms to define not only the potential customer segments but also the reasonable price for their organic product for consumption
- Scope of Geography: We have decided to conduct research on the population living within Hanoi In broader terms, we expand our research a little to the area of Vietnam in general, but mostly that of Hanoi in particular
- Research Subjects: We have decided to focus on different households, which are initially divided into various categories considering the size of each household, or in other words, the total members living in that household That is to say, we do not provide data which relates to homeless people, orphans at local orphanages, or the elderly at local nursing homes.
- Research aims: We intend to propose this paper of our research proposal to targeted readers, who are firms in particular, with a view to achieving these three following objectives + Manage to identify the relatively accurate demand for organic food consumption of households in Hanoi, which are divided into different categories regarding not only the size of that household but also the income, area of living and other to-be- mentioned factors
+ Manage to compare the aforementioned demand for organic food among different household segments, which in turns define the household segment with the highest demand for organic food consumption
+ Manage to provide a trustworthy set of data to needed firms, in order to help them identify the potential customer segments and define the reasonable price for their organic product for consumption
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Theory
Organic Food
A clear definition of “Organic Food” used in this topic refers to certain kinds of food that are raised, grown, stored and produced/ processed with the absence of artificial food chemicals or fertilizers, herbicides, pesticides, fungicides, growth hormones and regulators or genetic modification According to the United States of Agricultural Department, organic products’ labels are divided into 04 groups based on the origin of their ingredients, as follows:
● 100% organic: No synthetic ingredients are allowed by law.
● Organic: At least 95% of ingredients are produced in organic mode
● Made with organic ingredients: At least 70% of ingredients are organic, and the remaining 30% are from a list approved by the USDA
● Natural or All Natural: these mentions do not mean organic.
This research concerns with the first three types of Organic Food Labels, which are 100%Organic, Organic and Made with organic ingredients
Attitude/Intention vs Behavior Relation towards Organic Food
Decisions to consume organic food are made based on several factors The most frequently cited theory on the attitude/intention vs behavior relation is the theory of planned behavior conducted and tested by Aertsens et al (2009) The norm-activation theory and value-belief-norm theory have been developed to explain the gap between consumer attitude/intention and behavior, explaining the attitude/intention and impact on the antecedents (i.e., value, attitude, beliefs, and norms) of the green consumer behavioral intention toward the actual green behavior Other researchers consider intention to be a factor in predicting behavior (Tran and Nguyen, 2021) An intention might be considered as people’s willingness to perform certain actions, and a behavioral intention was the closest indicator to a real behavior In general, the terms attitude and intention are often used interchangeably where psychological factors play an important role in the decision-making process.
It is suggested that the surroundings or external factors (family, friends, etc) play a role in people’s decision-making processes, whether or not they are consciously recognised, implying the presence of implicit drive towards food consumption habits.
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Figure 1: Frequency level of organic food consumption in households in Hanoi (Tran and Nguyen, 2021)
Specifically, 32.15% of respondents said that they did not buy or bought organic food infrequently, while these kinds of products were consumed by 67.75% (aforementioned data) of respondents’ families in spite of differences in consumption frequency After comparing the recent increasing trend in the consumption of organic food in Vietnam in particular with the data from a recent research, indicating the unpopular trend of organic food purchases by households in Hanoi, our researchers were motivated to find the correlation between different characteristics of households and demand of purchasing organic food.
Household Units
The term “household” used throughout this research defines any kind of dwelling that consists of two or more persons living together (GSO, 2011) In other words, this research does not take into consideration data related to homeless people, orphanages, and local nursing homes Particularly, other research focuses on different categorizations of household’s situational factors including household size, average income, and geographical factors. a Household size
Figure 2: Household size by region in Vietnam in 2019
In regional comparison, the average household size in Vietnam in particular and urban areas specifically (including Hanoi) is 3.66 From this data, the research chose 3 as the average number of household sizes Any household that has 3 or more dwellers falls into the categorization of nuclear households
Household size factors in the demand of organic food since the age proportion and its relative number in each household influence the purchase demand.
Figure 3: Proportions of Household Dependents per a nuclear household in Vietnam from
As the figure indicates, until 2019, the proportions of household dependents in nuclear households were high, suggesting that the majority of nuclear households have at least 01 dependents The data for nuclear household is further divided, as follows:
Group 1: Nuclear household with children under the age of 5
Group 2: Nuclear household with children under the age of 10
Group 3: Nuclear household with children under the age of 15
Group 4: Nuclear household with elderly aged 60+
Group 5: Nuclear household with elderly aged 65+ b Household average income
Figure 4: Percentage distribution of household income in urban areas in Vietnam in 2020
There is a fine distinction between the minimum and maximum household average income
(10 times difference) For other research, the variables for average household income are further divided, as follows:
● Group 1: Under 10.000.000 VND household average income
● Group 2: 10.000.000 - 20.000.000 VND household average income
● Group 3: 20.000.000 - 30.000.000 VND household average income
● Group 4: 30.000.000 - 40.000.000 VND household average income
● Group 5: Above 40.000.000 VND household average income
Hypothesis 3: In Ha Noi, households in the inlying areas have more demand for organic food than those on the outskirts. c Household geographical distribution
● Group 1: Households in the inlying Hanoi (urban)
Group 1 includes 8 districts: Ba Đình, Hoàn Kiếm, Đống Đa, Thanh Xuân, Cầu Giấy, Hoàng Mai, Hai Bà Trưng, Tây Hồ
● Group 2: Households on the outskirts of Hanoi (suburban)
Group 2 includes: Long Biên, Từ Liêm, Hà Đông, Thanh Trì, Gia Lâm d Demand
By economic definition, demand is the quantity of a good that consumers are willing and able to purchase at various prices during a given time In this research, demand refers to the willingness to buy with household income (no given money)
The research focuses on the the top 02 tiers referring to the definition of demand, which are
“Open to it” (6%) and “Buying now” (3%)
For the “Open to it” tier in the Demonstration 01, this research only concerns with the last 03 flows referring to the definition of demand, which are “Consideration”, “Preference”,
The value of this research to identify the demand for organic food in Hanoi derives from the robust growth of organic food demand over the world in general and in Vietnam in particular So enormous and promising is this field that a large number of studies have been conducted to lay evidence for a bright future for organic food However, since those studies vary from different scales and objectives, the results may not include all the characteristics of the Hanoi organic food market To date, there is a lack of credible figures and limited sources to examine the demand of Hanoi residents for organic food In this part, we mentioned some studies about the worldwide demand and organic food status in Vietnam to understand this massive literature and our research contribution.
The Review of Organic Food Demand Over the World
With the rapidly expanding population, which is estimated to be 9.1 billion in 2050 (FAO, 2009), the development of cities, and the outbreak of the pandemic (Zurayk, 2020), the demand for food is growing fast while food security and nutrition are put in priority, leading to changes in food consumption People are becoming more conscious of eco-friendly and sustainable healthy diets The value of food is not only a means of survival but also a way of healthcare The demand for food can be defined as quantity and high quality Consumers’ perceptions of food quality through a combination between objective product characteristics and ethical aspects such as environmental impact, food safety, and food contribution to the community (Migliore et al., 2015) Hence, organic food is seen to be of these aspects because it benefits both human and the environment and allows long-term sustainability.
In the 1990s, organic food was assumed as luxury items since the highest rate of consumption remained in countries with high levels of per capita income (Thompson, 2000). Their motivations to act were various: environmentally-friendly products, low level of pesticides in food or high nutritional content But the proportion of the population paying enough attention to these concerns to pay extra was small and many did not prefer organic because of the retail price premiums (Thompson, 2000) It seemed that only price reduction in conjunction with augmented signage and promotion would make this market share expand. However, after several influential worldwide pandemic and historical crisis such as the 2002-
4 SARS outbreak, the 2011 Christchurch earthquake and recently the COVID-19 virus, human food purchase behavior has changed significantly Organic food used to be preferred by only the middle and upper class, but nowadays, the pandemic evokes its popularity among the common class Organic Monitor estimated international sales to have reached 38.6 billion
US dollars in 2006, double that of 2000, when sales were at 18 billion US dollars (Figure 1).
In 2018, the global sales of organic food reached 90 billion US dollars and rocketed to 188.35 billion US dollars in 2021 (Grand View Research, 2020) Despite the higher price than non- organic products and the biggest world GDP decline in decades, organic food sales still experienced a boom in 2020-2021 period and customers shifted to buy more nutritious and
8 sustainable food It is widely familiar in most countries that the demand for food is not only food adequateness but also food nutrition.
Figure 1 Annual global market for organic foods and land area of organic production over the 1997-2013 period (Reganold and Wachter, 2016)
In the United States, the COVID-19 pandemic has caused dramatic changes in the organic sector Demand for organic fresh products grew substantially during the pandemic since consumers continued at-home eating in the face of restaurant closures Organic food sales hit 50.1 billion dollars up 4.6 percent from 2018 Fresh fruit and vegetable sales averaged 18% annual growth in each of the first three quarters The United States has always had the biggest organic market by value over years with a recent figure representing 42% of the global market in 2019 (Helga Willer et al., 2021) The article of Jinghan Li, Lydia Zepeda, and Brian W Gould (2007) “The Demand for Organic Food in the U.S.: An Empirical Assessment”, with a sample of 726 respondents from random US food shoppers and households, identified some determinants of the US Organic Food purchasing Behavior The authors stated that demographic variables are poor predictors of organic shopping behavior while attitudes and behaviors better reflect preferences and hence are better predictors Other factors such as search costs and shopping venues also positively affect the probability of organic food purchase Some coefficients such as income, age and composition of the family are also proved to be significant for organic food shoppers (Jinghan Li et al., 2007) The results indicated that an additional adult in the household decreases per-capita food expenditures by 20.6% for households that purchase organic foods Overall, the research has contributed to the literature by providing data and a preferred approach to differentiate US households by organic food purchase behavior and conduct research on the demand for organic food However, the sample of the research may not cover all the segments of the US population because of the low response rate among the poor.
In Asia, domestic and international demand for organic food is increasing, which to reach the third higher position at 10 billion pounds (Helga Willer et al., 2021) There have been a considerable number of studies on organic food consumers in Asian countries Hence, a variety of factors that can potentially influence organic food consumption have been studied and proved with data Health- related concerns, environmental protection, nutritional awareness, pesticide anxiety as well as better taste and flavour in organic food products are some of those identified Suprapto and Wijiaya’s (2012) “Intentions of Indonesian Consumers on Buying Organic Food”, based on data gathered from 202 mothers who have a child or children, revealed that attitude toward organic food positively affected the buying intention of organic food customers Another article “Consumers’ Perceptions and Attitudes of Organic Food Products in Northern Thailand”of Sangkumchaliang et al (2012) provides a result of behavior that the consumers of organic food products in Chiang Mai province seemed to be older with the average age of 36 years old, held academic degrees and earned more money than those not preferring organic food The authors also studied the hidden motivations to buy organic food in this province which are environmental concerns, health issues and food production Overall, two studies provide necessary insights to enrich the current literature regarding the demand for organic food in some Asian countries and factors affecting consumers’ purchase However, due to the small sample size ranging from 200 to
300 respondents, the results could not be generalized to be the entire population.
The General Review of Organic Food Market and Demand in Vietnam
Vietnam is a potential market for organic food products due to more consumers with higher disposable incomes and growing demand for high-quality and high-value products In the previous years, organic food and beverages accounted for a tiny portion of the food market in Vietnam with retail sales at 130 million dollars in 2019 (Helga Willer et al., 2021). After the COVID-19 pandemic, "Nielsen Global Consumer Confidence Survey" (2020) found that health is a major concern in Vietnam, frequently surpassing other general worries like income and job security Many consumers indicated in this study that they would be willing to spend extra money on goods that may ensure health benefits.
In the article of Nguyen (2014) “A comparative study of the intention to buy organic food between consumers in Northern and Southern Vietnam”, some findings were reconfirmed in the context of Vietnam With the sample of 201 respondents from each region, the data revealed that environmental attitude, health consciousness and organic knowledge have a significant effect on the attitudes toward organic food and consumers’ purchase intention The result also indicated that attitudes and purchase intentions of customers in two regions of Vietnam have a positive correlation This is consistent with several previous studies carried out in other countries and also the article of Nguyen and Trang (2021)
“Factors affecting intention to purchase organic food among customers in Ho Chi Minh City” Nguyen and Le, 2020 found out that health awareness, concern of food security and care about the environment are the key factors leading to the food organic purchasing decision among Ho Chi Minh citizens However, both articles faced a limitation regarding the
10 sample size and the studied variables There were some other variables affecting the intention of buying organic food, which were not included in the article (Nguyen and Trang, 2021)
In Hanoi, the number of research on organic food demand is still limited to some extent In the article “Willingness to Pay for Organic Vegetables in Vietnam: An Empirical Analysis in Hanoi capital”, with the sample of 185 respondents at four big supermarkets, Hai, Moritaka and Fukuda (2013) stated that 15% of the consumers had purchased organic vegetables; however, 88% would like to buy if organic products existed in the market. Average price willing to pay for organic vegetables was approximately 70% higher than that of conventional ones Additionally, those who have higher income were more concerned about safety and quality of vegetables (Hai et al., 2013) Price and availability of organic food were also evaluated to be important factors affecting Hanoi consumers in the article
“Organic Food Consumption among Households in Hanoi: Importance of Situational Factors” of (Tran and Nguyen, 2021).
In the context of existing literature, this research is expected to contribute to the theoretical basis of consumer demand as well as providing empirical evidence indicating determinants of organic food purchase in general and situational factors among households in Hanoi in particular This is a topic that has not been mentioned by many research papers in Vietnam Furthermore, this research is supposed to provide profound insights into how implicit, yet closest drive (household context) can lead to consumption behaviors, thus assisting organic food manufacturing firms with strategy to promote organic food purchases in Hanoi with its increasing organic trend among society nowaday.
Yet, the findings on the variables influencing consumer preferences have not always been consistent Previous studies have proved the positive effects of sociodemographic characteristics on the consumption of organic food (Nie and Zepeda, 2011; Bravo et al., 2013; Lea and Worsley, 2005) Findings were inconsistent or counterintuitive when additional factors including income, the number of household’s members, and the presence of children were considered (Dimitri and Dettmann, 2012; Durham, 2007; Loureiro et al., 2001) Despite the fact that several studies have revealed that households with greater incomes are more inclined to buy organic items (Dettmann and Dimitri, 2009; Zhang et al., 2008), other studies have demonstrated that income is unrelated to green purchasing behaviour (Durham, 2007;
Li, Zepeda and Gould, 2007; Zepeda and Li, 2007) These findings seem contradictory and maybe conflicting However, far too few researches have taken into consideration the connection between sociodemographic characteristics, along with available access to organic food, and green food’s consumption Besides, the outcomes of those previous researches are likely to be various among researching regions and countries In this research only, Ha Noi households’ sizes, leves of income and accessibility to organic food are going to be investigated and concluded whether or not they play their particular roles in green consumers’ buying intention This section includes 3 hypotheses, which provides more precise research questions for our three major aims.
Hypothesis 1: In Ha Noi, nuclear households (with a size of 3 or more members) have more demand for organic food than those with a size of under 3 members
Hypothesis 2: In Ha Noi, the higher the income is, the higher the consumer’s buying intention on organic food is
Hypothesis 3: In Ha Noi, households in the inlying areas have more demand for organic food than those on the outskirts.
Methodology
The purpose of the research is to examine the factors which influence the organic food’s purchase behavior of the green consumers in Ha Noi Information from both primary and secondary sources is used to gather the necessary data Through a self-administrated questionnaire that contains different categories like geographically and demographically, the primary data should be gathered from both online and offline respondents Our research has an attempt on carrying out a social network survey with respondents who are online, and we are going to seek to conduct a semi-structured interview with respondents who are offline. Semi-structured interviews comprise open-ended questions, which are questions that cannot be replied with a simple "yes" or "no," in contrast to surveys, which allow us to statistically analyze data We can take a close look at the research and widen the outcomes by asking follow-up questions based on the candidates' responses to elicit additional specific evidence regarding their strengths.
In terms of secondary data, we look through databases including Web of Science, Science Direct, Business Source Complete, and organic e prints In the title and abstract, the search terms "organic food," "demand," and "consumer" are utilized The following standards are supposed to be adopted for inclusion in the review: 1) studies conducted between 2000 and 2013, as the market evolved to a structure resembling the present around that time (Aschemann et al., 2007; Hamm et al., 2002; Wier et al., 2008), to ensure that findings are applicable to the current scenario, 2) Research done in Ha Noi or Vietnam, as these places consistently depict developed and comparable markets during the time period (Willer et al.,
2013), and 3) literature that was included in English with the exception of Vietnamese because there was a significant amount of study on the subject at hand that was only available in Vietnamese.
Designing questionnaires
Our research suggests several questions based on the research model for the following stages The respondent profile and survey content are the two key components of an online survey
In the first part (respondent profile), respondents are asked to provide broad demographic details about themselves, including the number of people in their households, monthly income, and the neighborhoods where they live After answering how many people there are in their households (1-2-3-4 members), the respondents would encounter the second question about their monthly income ( under 10M - from 10M to 20M - from 20M to 30M - from 30M to 40M - above 40M) Since this study concentrates on Ha Noi household consumption, there are two questions that are specifically asked: whether the respondents live in the city's inner or outer areas; whether they are in charge of purchasing food for their family
The second part (survey content) has two main questions It goes without saying that respondents have to feel like purchasing organic food, their answers are useful and counted in the demand for organic food consumption of households in Hanoi Therefore, the survey’s first question is aimed at verifying respondents’ intention of buying organic food In other words, the respondents have to decide whether they want to buy organic food firstly The second question explores the present amount of money that the repliers are willing to pay for organic food monthly among households in Hanoi Thus, our research is able to measure and compare the green food’s expenditure with their household’s food expenditure monthly before deciding whether they spend much money on organic food.
To ensure the accuracy of responses, the research employs a variety of question types, such as closed-ended and open-ended inquiries as well as Likert-scale inquiries, which give respondents the opportunity to express how much they agree or disagree with a given statement on a scale of 1 to 5 (Supplementary Material Figure S1, "SURVEY CONTENT"). Additionally, this survey is initially given to certain housewives and managers of organic food stores in Hanoi to confirm that questions are understandable to respondents and that there is no bias Before being posted on social media (Facebook and Gmail), every question is thoroughly reviewed and condensed based on their input.
Question 1: How many people are there in your household? (Số người trong hộ gia đình của anh/chị?)
Question 2: Your household’s monthly income? (Thu nhập hàng tháng của gia đình anh/chị?)
Question 3: Your household’s monthly expenditure on food? (Hàng tháng gia đình anh/chị chi bao nhiêu tiền cho thực phẩm?)
Question 4: Where do you live right now? (Anh/Chị hiện đang sống ở đâu?)
A The inner areas of Ha Noi (Nội thành Hà Nội)
B The outskirts of Ha Noi (Ngoại thành Hà Nội)
The inner areas of Ha Noi (Nội thành Hà Nội) The outskirts of Ha Noi (Ngoại thành Hà Nội)
Long Bien Gia Lam Nam Tu Liem Bac Tu Liem
Question 5: Are you in charge of purchasing food for your family? (Anh/ Chị có phải là người đi mua thực phẩm chính cho gia đình không?)
B.1 For those who tick “Yes” in Question 4.
Question 6: Would you like to purchase organic food for your household? (Anh/Chị có muốn mua thực phẩm hữu cơ cho gia đình mình không?)
Question 7: In the previous month, how much money did you spend on organic food? (Ở tháng gần nhất, anh/chị đã tiêu bao nhiêu tiền cho thực phẩm hữu cơ?)
Question 8: How much money are you willing to pay for organic food monthly? (Anh/Chị sẵn sàng chi trả bao nhiêu tiền hàng tháng cho thực phẩm hữu cơ?)
B.2 For those who tick “No” in Question 4.
Question 9: Do your household usually consume organic food? (Gia đình của anh/chị có thường xuyên tiêu thụ thực phẩm hữu cơ không?)
Section C: Thank you for attending our survey.
Data analysis
We apply structural equation modeling (SEM) in AMOS with four unique stages to complete the research objective.
First, in SPSS, data are initially evaluated using Cronbach's alpha Scale reliability is said to be quantified by Cronbach's alpha "Acceptable" reliability is defined as a reliability coefficient of 0.70 Data must also have a corrected item-total correlation that is higher than or equal to 0.3 In particular, data should be carefully checked if the prior criteria is met yet Item Deleted's Cronbach alpha is larger than Cronbach's alpha The research only preserved relevant factors by deleting inappropriate variables from the data after checking Cronbach's alpha in SPSS In SPSS, appropriate variables are added to test EFA
Second, the exploratory factor analysis assigns appropriate categories to variables. Bivariate analysis that assesses the direction and degree of the relationship between two variables is called correlation The correlation coefficient's value ranges from + 1 to -1 depending on how strong a connection is To gauge the strength of the association between variables that are linearly related, we employ Pearson correlation in this study.
Thirdly, the study does confirmatory factor analysis to determine whether data conform to a proposed measurement model or whether measures of a concept are consistent with the original study's understanding of the nature of factors.
Fourthly, in order to examine structural correlations between measured variables and latent constructs, structural equation modeling (SEM) is performed The SEM is chosen because it enables the estimation of dependency in a single analysis, which is very valuable for behavioral analysis SEM is also used to compare research findings for participants from three groups within a category.
Samples
Sampling technique
The research is intended to use stratified random sampling, in which households are categorized into different strata based on the number of members living in that household (single households, two-person households, three-to-four-person households, above four- person households) and followed by picking a certain random number of households in each strata to be included in the samples
The reasons for this sampling technique - stratified random sampling to be used may be listed as followings:
Households in Hanoi are various in types, which need to be divided into different groups of similar characteristics (same number of people living in each household in particular) in order for the data to be accurately collected
=> The reason for categorizing households in Hanoi into different groups which features the living member in each household
Households which belong to the same group are identified as having other similar characteristics to each other, not only in “number of living members” aspect but also other aspects such as attitude towards consuming organic food, perceived behavior regarding the demand for consuming organic food Therefore, selecting a certain figure for households in each group (instead of picking all the households in a group) can help represent the sought-after data of the whole group.
=> The reason for selecting a random number of households which belong to the same group (instead of selecting all the households in that group)
Sampling errors
The errors for opting for this sampling technique - stratified random sampling to conduct surveys and collect data may be listed as followings:
The data may be not adequately accurate, due to the fact that not every member of the total population can be studied before being classified into only one subpopulation. Also, finding an exhaustive and definitive list of an entire population can be challenging
The population may be misrepresented or inaccurately reflected due to overlapping, when there are subjects that fall into multiple subgroups
Sampling framework
This research is designed to evaluate the demand for organic food consumption among different households in Hanoi It is intended to ensure the random sample best approximates the households in Hanoi population, including the number of members living in each household and whether each household has children or not The total population in the study is 1,000,000 number of households in Hanoi (assuming the total population in Vietnam is 96,208,984 in 2019, the one in Hanoi is 4,479,626 in 2019, the number of households in Vietnam is 26,870,079) (Nguyen Thi Hong Thanh, 2009) Subgroups are created as shown below.
At the following step, every household in Hanoi would be assigned to one of four subgroups: one-person households, two-person households, three-to-four-person households, above-four-person households Then, the number of households in each subgroup which make up the total population of 1,251,108 would be counted (Nguyen Thanh Binh, 2011). From there, each subgroup’s percentage of representation of the total population would be calculated.
One-person households: 70,000 households (out of 1000) or 7% of the total population
Two-person households: 30,000 households or 3%
Three-to-four-person households: 700,000 households or 70%
Above-four-person households: 200,000 households or 20%
Random sampling of each subpopulation is done, based on its representation within the population as a whole Since three-to-four-person households are 70% of the total population, 210 households are randomly chosen out of that subgroup Because two-person households make up only 3% of the total population, 9 households in this subgroup are selected for the sample, and so on.
Data
Type of data
The research is intended to use Primary Data, where the data are collected by the researchers themselves, instead of being drawn from already existing administrative datasets The instrument for data collection is questionnaire.
Feature of data
The research is intended to use both qualitative and quantitative datasets In particular:
- Qualitative data: characteristics of households which fall into different subgroups which include but are not limited to attitude towards consuming organic food, perceived behavior regarding the demand for consuming organic food
- Quantitative data: the proportion of income which is spent on organic food monthly by each household subgroup, which represents the demand for organic food consumption of households in Hanoi
Operationalize data difficult-to-measure qualitative variables
If the demand for organic food consumption of households in Hanoi could not be measured based on the proportion of income spent on organic food, the research is intended to use a satisfaction scale to self-rate scores The mentioned satisfaction scale would represent the contentment of each household and the desire to re-consume organic food after one or several times consuming
Our research is expected to provide valid and reliable data on the demand of organic food among households in Hanoi Thanks to figures from the survey and the sample analysis, we hope to draw a conclusion whether to confirm or reject three hypotheses in the aforementioned part and determine the group of samples wanting to purchase organic food the most These findings will be a good basis for those who enter the organic food market as suppliers to determine their targeted customers’ demand and intention Additionally, this research can be used to suggest appropriate marketing strategies and supply chain management to meet the demand of organic food consumers
It should be noted that there are some limitations in our research design First, the research does not focus on specific types of organic food but studies the demand of Hanoi households in general Therefore, further researchers can divide organic food into appropriate categories to determine the demand for each type Second, our research is conducted to provide data on the purchasing intention of Hanoi households but not the actual expenditure households spend on organic food in reality and factors influencing consumers in Hanoi City Further research can concentrate on the relationship between intention and purchasing behaviors of organic food consumers Third, our research is geographically limited to Hanoi city. Therefore, in the future, researchers can consider broadening the research’s scope of geography to gain deeper insights into the demand of households in the Northern region in particular and Vietnam in general.
THREATS TO INTERNAL AND EXTERNAL
Internal Validity and reliability
Possible threats to internal validity and reliability
Since the research is intended to acquire a survey both online and offline, here are some possible threats to the internal validity and reliability:
Diffusion: This occurs when the respondents of the survey pre-discuss the content of the survey with other potential respondents, thus manipulating the answers of the next respondents
Historical events: A change in the price of organic food in the market or a change in the food trend at the time conducting the research may affect the results
Instrumentation: This involves priming participants in a study in certain ways with the measures used, causing them to react in a way that is different than they would have otherwise reacted For example, participants in lower-income group would respond differently from their truth, expecting to lower the price of organic food, or to show-off their fancy lifestyle
Factors to improve internal validity and reliability
Blinding: Design a questionnaire that concerns the topic of food in general, with a section relating to the research In this way, participants are unaware of what intervention they are receiving to avoid having this knowledge bias their perceptions and behaviors, thus impacting the study's outcome
Strict study protocol: Following specific procedures during the study so as not to introduce any unintended effects For example, when there is a sign of a new product or a new trend regarding organic food, the research procedure must cease for another time frame
External Validity and Reliability
Threats to external Validity and Reliability Threats
Situational factors: Since the research focuses on the unit of household, factors such as the age, educational level, bias, etc may affect the generalizability of findings
Selection bias: Selection bias describes differences between groups in a study that may relate to the independent variable—like motivation or willingness to take part in the study, or specific demographics of individuals being more likely to take part in an online survey
Factors that improve external validity and reliability
Replication: Conducting the study again with different samples or in different settings to see if you get the same results; avoiding the threats of selection bias For doing this, in the survey, the respondents must leave personal information (phone, email) for later contacts
Inclusion and exclusion criteria: Setting criteria as to who can be involved in the research, ensuring that the population being studied is clearly defined For this research, the ensure the generalization of the results, the respondents should be at the age of 20-30, or the bread-winners/the person-in-charge of the households
Using GANTT CHART to propose a timeline for the research activities:
Total time frame of the research: 12 months, January 2023 - December 2023
Task Jan Feb Mar Apr Ma y Jun Jul Aug Sept Oct Nov Dec Writing research proposal
Planning methods and write method chapter
Write data analysis chapter and refine method chapter (if any)
Further editing/ addition (if any)
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