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FACTORS AFFECTING PURCHASE INTENTION FOR ORGANIC FOOD PRODUCTS AMONG CONSUMERS IN THAI NGUYEN CITY: BASIS FOR A MARKETING PLAN A DISSERTATION Presented to The Faculty of the School of Graduate Program Central Philippine University In Collaboration with Thai Nguyen University, Vietnam In Partial Fulfillment Of the Requirements for the Degree DOCTOR OF MANAGEMENT (With concentration in Business Management) DUONG THI THUY HUONG 2023 i ACKNOWLEDGMENT The researcher would like to express my most profound gratitude and appreciation to the following persons, who in one way or another, helped to make this study a reality: Dr Rowena Libo-On, my supervisor for sharing her expertise in research for her valuable suggestions, corrections, and recommendations from inception stage up to the final stage of completion The members of the Evaluation Committee for their valuable inputs and recommendations that significantly contributed to make this dissertation a reality The Faculty of Graduate Program of Central Philippine University (CPU) for their constant encouragement to work towards the final completion of this research Institute of International Education of Thai Nguyen University of Economics and Business Administration (TUEBA) for supporting this research My familly, friends and colleagues for their constant encouragement and moral support that provided me with proper motivation to work towards the completion of this study PhD Student ii LỜI CẢM ƠN Nghiên cứu sinh xin bày tỏ lòng biết ơn sâu sắc tới người giúp đỡ thực nghiên cứu này: Tiến sĩ Rowena Monzo Libo-On, người hướng dẫn tơi chia sẻ kiến thức chuyên môn nghiên cứu gợi ý, chỉnh sửa đề xuất có giá trị từ giai đoạn khởi đầu giai đoạn hoàn thành cuối Các thành viên Hội đồng đánh giá ý kiến đóng góp có giá trị họ, góp phần quan trọng để làm cho luận án thành thực Khoa Sau đại học Đại học Central Philippine (CPU) khuyến khích khơng ngừng họ để NCS nỗ lực hoàn thành nghiên cứu Viện Đào tạo Quốc tế Trường Đại học Kinh tế Quản trị Kinh doanh Thái Ngun (TUEBA) hỗ trợ tơi hồn thành nghiên cứu Gia đình, bạn bè đồng nghiệp ln động viên, giúp đỡ mặt tinh thần, tạo cho tơi động lực thích hợp để cố gắng hồn thành luận án Nghiên cứu sinh iii DECLARATION OF AUTHORSHIP I hereby declare that this doctoral thesis was carried out by myself under the guidance and supervision of Dr Rowena Monzo Libo – On The data and figures presented in this doctoral thesis were for analysis, comments, and evaluations from various resources by my own work and had been duly acknowledge in the reference part In addition, other comments, reviews and data used by authors, and organizations had been acknowledged, and explicitly cited I will take full responsibility for any fraud detected in my thesis (if any) Author Duong Thi Thuy Huong iv LỜI CAM ĐOAN Luận án công trình nghiên cứu cá nhân tơi, thực hướng dẫn khoa học TS Rowena Monzo Libo – On Các tài liệu, số liệu trình bày luận án tiến sĩ phân tích, nhận xét, đánh giá từ nhiều nguồn tài liệu tơi thực ghi nhân hợp lệ phần tài liệu tham khảo Ngoài ra, nhận xét, đánh giá liêu khác sẻ dụng tác giả tổ chức ghi nhận trích dẫn rõ ràng Tơi xin hồn toàn chịu trách nhiệm gian lận phát luận án (nếu có) Tác giả Dương Thị Thuý Hương v TABLE OF CONTENTS Acknowledgment i Lời cảm ơn ii Declaration of authorship iii Lời cam đoan iv Table of contents v List of tables viii List of figures x List of abbrevisations xi Abstract xii Chapter 1: INTRODUCTION 1.1 Background of the Study 1.2 Objectives of the Study 1.3 Hypotheses 1.4 Theoretical Framework 1.4.1 Theory of Planned Behavior 1.4.2 Values Theory 1.4.3 General Theory of Marketing Ethics 1.4.4 Marketing 4Ps Model 1.5 Conceptual Framework 11 1.6 Definition of Terms .12 1.7 Significance of the study 18 1.8 Scope and Limitations of the Study .19 Chapter 2: REVIEW OF RELATED LITERATURE AND STUDIES 20 2.1 Related Literature 20 2.1.1 Definition of Organic Food Products 20 2.1.2 Purchase Intention of Organic Food Products .21 2.1.3 Consumer’s Attitude and Behavior 22 2.1.4 Marketing Implications 22 2.1.5 Factors Affecting Purchase Intention of Organic Food Products among Consumers 24 2.2 Empirical Related Studies .29 2.2.1 International Research .29 2.2.2 Domestic Research 34 2.2.3 Research Gaps 38 vi 2.3 Research Model Of The Study 39 Synthesis 40 Chapter 3: METHODOLOGY 42 3.1 Research Design 42 3.2 Respondents Of The Study 43 3.2.1 Inclusion and Exclusion Criteria .43 3.2.2 Sample Size .44 3.2.3 In-Depth Interview 45 3.2.4 Quantitative Research 48 3.2.5 Sampling Technique 49 3.3 Research Instrument 50 3.3.1 Questionnaire Design 50 3.3.2 The Scales 51 3.3.3 Validity of questionnaire 55 3.3.4 Reliability of the Questionnaire .56 3.4 Ethical considerations 57 3.5 Data – Gathering procedure 58 3.6 Data – Processing Procedure 59 3.7 Data Analysis Procedure .59 Chapter 4: RESULTS AND DISCUSSION 62 4.1 Introduction of Thai Nguyen city 62 4.2 An overview of supermarkets in Thai Nguyen city .63 4.2.1 The current number of supermarkets in Thai Nguyen City 63 4.2.2 The value structure of consumed goods at the supermarket 65 4.3 Profile of Respondents 66 4.4 Descriptive statistics of independent variables 70 4.5 Descriptive statistics of dependent variable 73 4.6 Differences in the independent variables according to their demographic variables .74 4.6.1 Differences Attitude variables according to their demographic variables 74 4.6.2 Differences Subjective norm variables according to their demographic variables 75 4.6.3 Differences Perceived behavioral control variables according to their demographic variables 76 4.6.4 Differences Environment concern variables according to their demographic variables 78 vii 4.6.5 Differences Health concern variables according to their demographic variables 79 4.6.6 Differences Price variables according to their demographic variables 79 4.7 Multiple Regression Model 81 4.8 Differences in the Consumers’ Purchase Intention of Organic Food Products according to Consumer’s profile 88 4.9 Marketing Implications for Marketing Plan Use 90 Chapter 5: SUMMARY, CONCLUSIONS AND POLICY RECOMMENDATIONS 93 5.1 Summary 93 5.2 Findings 94 5.3 Conclusions 96 5.4 Recommendations 97 5.5 Research’s limitations 99 5.6 Further research 100 5.7 The research contribution 100 Synthesis 101 REFERENCES 102 Appendix 1: In-depth interview of consumers in Thai Nguyen city 107 Appendix 2: Results of in-depth interview 109 Appendix 3: Interview of managers in supermarket 116 Appendix 4: Interview of expert about questionnaire 117 Appendix 5: Questionnaire 118 Appendix 6: The reliability test of cronbach's alpha 122 Appendix 7: Tesults of exploatory factor analysis (efa) 125 Appendix 8: The results of difference test 129 Appendix 9: Sample marketing plan for organic food products 131 viii LIST OF TABLES Table 3.1 The number of respondents are surveyed in five supermarkets .45 Table 3.2 Statistics of in-depth interview subjects 46 Table 3.3 Object's comments about the factors affecting purchase intention of organic food products in Supermarkets in Thai Nguyen City 48 Table 3.4 Cronbach’s Alpha Reliability Test for Factors .57 Table 4.1 The percentage of items in organic food products 66 Table 4.2 Number of questionnaires collected by location .67 Table 4.3 Distribution of Respondents as to their Profile .69 Table 4.4 Descriptive statistics of observed variables 71 Table 4.5 Descriptive statistics of dependent variable 73 Table 4.6 Sig values by testing the differences in consumer's attitude among demographic groups 74 Table 4.7 Descriptive of household income group .74 Table 4.8 Sig values by testing the differences in the Subjective norm variable among demographic groups 75 Table 4.9 Multiple Comparations of Subjective Norm between the age group .75 Table 4.10 Descriptives of age .76 Table 4.11 Sig values by testing the differences in Perceived behavioral control variable among demographic groups 76 Table 4.12 Multiple Comparations of Perceived behavioral control between the age group 77 Table 4.13 Descriptives of Perceived Behavioral control 78 Table 4.14 Sig values by testing the differences in Environment concern variable among demographic groups 78 Table 4.15 Sig values by testing the differences in the health concerns variable among demographic groups 79 Table 4.16 Sig values by testing the differences in Price variables among demographic groups 79