Factors influencing willingness to purchase safe vegetables evidence from vietnam

1 TABLE OF CONTENT LIST OF TABLE CHAPTER INTRODUCTION 1.1 Introduction 1.2 Research problem 1.3 Research objectives 1.4 Methods and research scope 1.5 Contribution of the study 1.6 Structure of the thesis 10 CHAPTER LITERATURE REVIEW AND HYPOTHESES 11 2.1 Fundamental Behavior Theories 11 2.2 Safe Vegetables 12 2.3 Attitude towards SafeVegetables (AtSV) and Willingness to Purchase (WtP) 14 2.4 Health consciousness 15 2.5 Subjective Knowledge 16 2.6 Trust 18 2.7 Convenience 19 2.8 Price perception 20 CHAPTER METHODS 23 3.1 Research method 23 3.2 Research process 25 3.3 Scale of constructs 27 3.3.1 Health Consciousness 27 3.3.2 Subjective Knowledge 28 3.3.3 Trust 28 3.3.4 Convenience 29 3.3.5 Price Perception 29 3.3.6 Attitude towards Safe Vegetables 30 3.3.7 Willingness to Purchase Safe Vegetables 30 3.4 Main survey 30 3.5 Sampling 32 3.6 Data analysis method 33 CHAPTER 4: RESULTS AND DISCUSSION 35 4.1 Sample characteristics 35 4.2 Assessment scale of measurement 36 4.2.1 Reliability test 37 4.2.2 Validity test 38 4.3 Result of testing assumptions 41 4.4 Results of regression 43 CHAPTER 5: CONCLUSION .48 5.1 Summary of main results 48 5.2 Managerial implication 48 5.3 Limitation and future research 50 REFERENCES 54 APPENDIX 63 Appendix A: Vietnamese questionnaire 63 Appendix B: Results of EFA 68 Appendix C: Result of Regression (Model 1) 72 Appendix D: Result of Regression (Model 2) 75 LIST OF TABLE Table 3.1 Timeline of research process .25 Table 3.2: Result of qualitative pilot research 26 Table 3.2 Result of collecting questionnaire .33 Table 4.1 Characteristic of Sample .36 Table 4.2 Result of Reliability test .38 Table 4.3 Rotated Component Matrix of Independent Variables 40 Table 4.4 Rotated Component Matrix of Mediating Variable and Dependent Variable .41 Table 4.5 Correlation of all constructs 43 Table 4.6 Regression of Model 44 Table 4.7 Regression of Model 45 Table 5.1 Result of indepth-interview for reason of not significant impact between Subjective Knowledge and Attitude towards Safe Vegetables 51 CHAPTER INTRODUCTION 1.1 Introduction A green economy gives the impression of an economy that is environmental-friendly, sensitive to the need of conserved natural resources Moreover, green economy minimizes pollution and emissions that damaging the environment while the production process is going on and makes products, services which is not harmful to the environment That means green economy is when low-carbon, resource used efficiently, and social concerned The key aim for a transition to a green economy is to enable economic growth and investment while increasing environmental quality and social inclusiveness (UNEP, 2011) Green economy is to get green growth, leading to social inclusiveness and culture inclusiveness There are over 120 countries apply green economy over the world (Đức Nhân & Việt Quốc, 2007) In green economy, sustainable production and sustainable consumption are two essential sides Production and consumption of the economics, combine together in the cycle of producing-consuming goods This study focuses on sustainable consumption, especially agricultural consumption Sustainable consumption concept is summarized as the way that provides consumers chances for using products and services efficiently, with low-impact on environment, social and economics The final target of sustainable consumption is improving quality of life for generations; and the main idea is not less consuming, another word is intelligent consuming Indirectly way, this leads less natural resources, less waste and less polluted environment Sustainable consumption in agriculture means using agricultural foods with no chemicals Consumers’ health and environment according have benefit in direct effect This study mentions about sustainable consumption on vegetables; because it is essential food every day for each person In Vietnam, many farmers follow VietGAP criteria for supplying high-quality vegetables, whereas the amount of consume does not increase A lot of money for investment of growing, in contrast with situation of more not sold safe vegetables From enterprises and government, not worrying about quality products of customers causes this problem, according to Hồng Loan (2014) However, there is few comments of consumers about what they care about when deciding to buy vegetables 1.2 Research problem As a contribution in economic growth, “agriculture represents the most important source of income for the majority of the world’s population” (United Nations Environment Programme [UNEP], 2011, p 15) And “key policy option to improve sustainability and resilience is agricultural production systems” (UNEP (2013, p 61) Vietnam is a country, which has strength point of agriculture Natural farming, in spite of new concept in sustainable production and consumption, appears ages ago in Vietnam By natural farming, there are very nutrients in foods, helping body of person healthy and no illness (Hoàng Hải Vân, 2014) Products of natural farming are natural vegetables with no chemicals However, concept of natural vegetables is not popular Most of citizens are familiar with concept “safe vegetables”, which is produced under VietGAP criteria Safe vegetables means there is limited chemicals inside the products, those are certified by Ministry of Agriculture and Rural Development However, how much of popularly safe vegetables used still is a big question Thus, habit of consuming safe vegetables is the general objective of this study Safe vegetables concept appears some recent years in Vietnam It comes from overusing chemicals in order to get higher quantity of products Thus, amount of toxicity, which is inside vegetables makes customers’ health worse In recent years, along with trend of sustainable consumption, customers take care more about what they buy and what they eat According to Axist Research (2009), the Ministry of Agriculture and Rural Development in Ho Chi Minh City had “temporary regulations on the production of safe vegetables” before 1998; in period 1998 – 2001, the Ho Chi Minh City government had policy for approval of implementation program for clean vegetables; then, from 2001 to 2003, the Agricultural Department cooperated with the People’s Committee of districts to produce safe vegetables simultaniously; the land of production safe vegetables increased rapidly in following years In line with increase of consumption of pure vegetables, such of organic products stores has appeared like chain stores of Ecomart, Organic Ecolife, Mr Sach, Organica, Vinagap, XanhShop for selling local clean vegetables and imported vegetables; moreover all supermarkets also sell VietGAP vegetables and Green Label vegetables However, the amount of clean vegetables is too little in comparison with total vegetables supplied, accounting only VietGAP vegetable, just 1% supplied products meets the need in Ho Chi Minh city (Xuan Huong, 2013) Going with increasing of safe vegetables buying, some issues appear The impressed point is chaos of supplying in March, 2014, non-certified vegetables are sold under certified label Companies or stores just advertise that general production process with some pictures and no more information of ingredients, nutrition of products Even though some supermarkets sell not safe vegetables in recent months (Tú Anh & Thiên Minh, 2014) Moreover, there is no department is in charge of this issue That makes customers confuse about quality of safe vegetables and farmers worry about outcome of their products, according to Nguyễn Hạnh (2014) Actually, there are lots of famers are growing safe vegetables in Vietnam However, due to small size and not beautiful packaging, these suppliers could not co-working with supermarket to sell products; while consumers could not find out where selling safe vegetables In summary, some problems are customers’ trust on quality of products, less provided information about process of growing, consumers themselves cannot differentiate between safe vegetables or not safe vegetables As mentioned above, higher concern about safe vegetables leads to higher suppliers, thus much quantity of safe vegetables However, willingness to buy does not go up accordingly So that there is excess of safe vegetables unconsumed in the market, and a lot of money is not returned as profit 1.3 Research objectives In order to make customers have more believe on all kinds of safe vegetables, measurement of factors affecting willingness to purchase safe vegetables is necessary This study accordingly helps enterprises to raise resource for supporting marketing and brands for higher return The purpose of this study is to apply TPB model for assessing willingness of purchasing safe vegetables in Vietnam with detail of explaining in part 2.1 of the next Chapter Consequently, CEO of enterprises could find out the way for pushing sales Further to the above discussion, this study aims to obtain following objectives: (1) To investigate some factors such as health consciousness, subjective knowledge, trust, price perception, convenience, affecting attitude towards safe vegetables (2) To examine relationship between attitude towards safe vegetables and willingness to purchase 1.4 Methods and research scope Two phases of this study were undertaken: a qualitative approach and quantitative approach Because fundamental theories and most of literature come from outside Vietnamese research, this phase is to modify the scales to be suitable for Vietnamese context In-depth interview with whom bought safe vegetables at least one a month was taken to get response Software MP3 recorder was used due to difficulty of distance The next phase is quantitative approach to test measurement and structural model Mail survey and paper questionnaire were delivered to consumers in Ho Chi Minh City to get response After getting database, SPSS version 16 was applied for analyzing, including EFA (Exploratory Factor Analysis) and regression 1.5 Contribution of the study This study will show how much some factors affecting attitude towards safe vegetables, and how much attitude towards safe vegetables affecting willingness to purchase In total, this research provides the whole effect of factors that impacting behavior on consumers towards buying safe vegetables and measures how much each element affects on willingness to purchase Consequently, results of this study help enterprises know more about customers’ habit of choosing vegetables in Ho Chi Minh City Therefore, companies could apply effective ways for increasing sales of safe vegetables, and increasing firms’ revenue accordingly Thus, managers their businesses more effectively It is also good for both consumers and farmers Consumers get healthier due to fresh vegetables, and farmers get more income due to more selling products There is little research about safe vegetables in Vietnam Result of Truong et al (2010) indicates that purchasing decision of organic foods of Vietnamese consumers depends on health and safety too much Other findings are perceived price and trust play as main points for purchasing intention safe vegetables (Nguyễn Thanh Hương, 2013) This research focuses on safe vegetables as an initial food everyday of citizens Due to steadily changing of situation of economy, this one tests whether some internal factors have still 10 significant or not Different scales from previous studies in Vietnam are applied, and two internal factors as convenience and knowledge are added in this research 1.6 Structure of the thesis This thesis is structured into five chapters: Chapter 1: Introduction to overview the study: research problems, research objectives and research method as well as benefit of this study Chapter 2: Literature review to provide review of literature on all independent variables, mediating variable and dependent variable They all are health consciousness, subjective knowledge, trust, price perception, convenience, attitude and willingness to Purchase Moreover, hypotheses are given in this chapter for readers to follow the model Chapter 3: Method to indicate process of making questionnaire and doing measurement of each construct, from designing to implementing Chapter 4: Results and discussion Data analysis will be discussed in there And some of discussion will be mentioned Chapter 5: Conclusion with limitation and potential way for future research 63 APPENDIX Appendix A: Vietnamese questionnaire PHIẾU KHẢO SÁT Xin chào Anh/Chị Tôi tên Ngô Thị Lan Dung, học viên cao học Viện ISB - trường ĐH Kinh tế TP.HCM Hiện thực đề tài “Các yếu tố ảnh hưởng đến ý định mua rau an toàn” Xin phép Cám ơn Anh/Chị dành 10 phút để thực bảng khảo sát Việc trả lời phiếu khảo sát phản hồi quan trọng Tôi cam kết thông tin giữ bí mật Vui lịng liên hệ email landung.ueh@gmail.com có thắc mắc có nhu cầu tham khảo kết khảo sát -Phần 1: Câu hỏi gạn lọc Câu 1: Anh/Chị có thường chợ (mua rau thực phẩm) khơng? Có, lần/tuần Thỉnh thoảng (1-3 lần/tháng) Khơng Câu 2: Anh/Chị có biết đến rau an tồn khơng? Lưu ý: Khái niệm “Rau an tồn” hiểu loại rau chứng nhận sản xuất đạt tiêu chuẩn tiêu chuẩn VietGAP, GlobalGAP, Nhãn Xanh, rau hữu 64 Hình minh họa: Có Khơng (Nếu “khơng” vui lịng dừng khảo sát đây, “có” vui lịng tiếp tục phần 2) Phần 2: Câu hỏi Vui lịng cho biết mứ ồng ý anh/chị với phát biểu theo thang điểm từ đến 7, với qui ước sau: 1: HOÀN TOÀN PHẢN ĐỐI đến : HOÀN TOÀN ĐỒNG Ý (Đối với ý kiến, vui lòng đánh dấu vào ô nhất) 65 Mã Mức độ đồng ý Ý kiến Health1 Tôi cố gắng ăn uống lành mạnh Health2 Tơi có ý thức cao sức khỏe thân Health3 Sức khỏe phần quan trọng sống Health4 Tôi cho việc biết cách ăn uống lành mạnh quan trọng Health5 Tôi dành ưu tiên hết cho sức khỏe so với thứ khác sức khỏe có giá trị lớn Know1 Tôi biết nhiều kiến thức rau an tồn Know2 Tơi biết rõ cách đánh giá chất lượng rau an toàn Know3 Tôi xem/biết đến chuyên gia rau an toàn Trust1 Tôi tin loại rau an toàn bán thị trường đạt chất lượng Trust2 Tôi tin nhà sản xuất rau an toàn trồng trọt tiêu chuẩn Trust3 Tôi tin vào logo chứng nhận có bao bì rau an tồn Trust4 Tôi tin vào thơng tin có bao bì rau an tồn Price1 Giá rau an tồn nhìn chung mức: Rất thấp Price2 Rất cao So sánh với loại rau khơng có chứng nhận chất lượng, giá rau an tồn mức 66 Thấp nhiều Price3 Cao nhiều Tôi kỳ vọng rau an tồn cung cấp mức giá: Rất thấp Rất cao Conve1 Đối với tôi, việc mua rau an tồn có nhiều bất tiện Conve2 Rau an tồn có số cửa hàng/siêu thị định Conve3 Nơi thường mua đồ ăn không bán nhiều loại loại rau an tồn Atti1 Tơi cho rau an tồn có hàm lượng chất dinh dưỡng mức: (1= thấp, 7= cao) Rất thấp Atti2 3 Cực kỳ quan trọng Cực kỳ tốt Rất cao Khả cân nhắc việc mua sản phẩm rau an tồn cụ thể (ví dụ: bầu, rau ngót có chứng nhận chất lượng) mức: Rất thấp Will3 Rất cao Nếu cần mua rau, khả tơi mua rau an tồn mức: Rất thấp Will2 Đối với sức khỏe rau an tồn: Cực kỳ khơng tốt Will1 Theo tơi, với chế độ ăn uống lành mạnh rau an tồn có vai trị quan trọng mức Cực kỳ không quan trọng Atti3 4 Rất cao Khả mua sản phẩm rau an tồn cụ thể (ví dụ: bầu, rau ngót có chứng nhận chất lượng) mức: Rất thấp Rất cao 67 Phần 3: Các biến nhân Giới tính Nam Nữ Khác Tuổi: 20 - 29 30 – 39 40 – 49 50 trở lên Số người hộ gia đình sống (Lưu ý: đơn vị tính số người/phịng trọ) 1-2 3–4 5–6 Trên CĐ-ĐH Trên ĐH Khác Trình độ học vấn THPT (vui lịng ghi rõ) Thu nhập trung bình/tháng/hộ gia đình 1,000,000 VND – 4,999,999 VND 10,000,000 VND – 14,999.999 VND 5,000,000 VND – 9,999.999 VND Trên 15,000,000 VND Số lần mua rau an tồn (tính trung bình) Ít lần/tuần – lần/tuần – lần/tuần Trên lần/tuần 68 Appendix B: Results of EFA KMO of Independent Variables Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .789 2876.307 190 000 KMO of Mediating Variable and Dependent Variable Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .727 593.919 15 000 69 Total Variance Explained of Independent Variables Compone nt Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total Rotation Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % 5.954 29.769 29.769 5.954 29.769 29.769 4.105 20.526 20.526 3.322 16.608 46.377 3.322 16.608 46.377 3.270 16.348 36.874 2.114 10.570 56.947 2.114 10.570 56.947 2.326 11.632 48.506 1.697 8.487 65.434 1.697 8.487 65.434 2.259 11.294 59.799 1.225 6.127 71.561 1.225 6.127 71.561 2.134 10.671 70.471 1.193 5.966 77.528 1.193 5.966 77.528 1.411 7.057 77.528 677 3.385 80.913 639 3.197 84.109 533 2.667 86.776 10 450 2.248 89.024 11 351 1.754 90.778 12 312 1.561 92.339 13 284 1.421 93.760 14 259 1.294 95.053 15 229 1.147 96.201 16 207 1.037 97.238 17 170 852 98.090 70 Total Variance Explained of Independent Variables 18 149 743 98.834 19 128 640 99.473 20 105 527 100.000 71 Total Variance Explained of Mediating Variable and Dependent Variable Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings % of Component Total Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 3.106 51.774 51.774 3.106 51.774 51.774 2.323 38.719 38.719 1.457 24.292 76.066 1.457 24.292 76.066 2.241 37.347 76.066 539 8.979 85.045 433 7.224 92.268 259 4.320 96.588 205 3.412 100.000 72 Appendix C: Result of Regression (Model 1) Adjusted Model R R Square Square 369a R Std Error of the 136 Estimate 116 86518 a Predictors: (Constant), Price Perception, Subjective Knowledge, Convenience, Health Consciousness, Trust b Dependent Variable: Attitude towards Safe Vegetables ANOVAb Sum Model of Squares Regression Mean df Square F 25.431 5.086 Residual 161.683 216 749 Total 187.114 221 Sig 6.795 000b a Predictors: (Constant), Price Perception, Subjective Knowledge, Convenience, Health Consciousness, Trust b Dependent Variable: Attitude towards Safe Vegetables 73 74 75 Appendix D: Result of Regression (Model 2) Model Summaryb Mode l R Adjusted R Std Error of R Square Square the Estimate 370a 137 133 a Predictors: (Constant), atti b Dependent Variable: will 2.60737 ANOVAb Sum of Squares df Mean Square F Regression 222.986 222.986 32.800 000a Residual 1407.263 207 Model 1 Total 1630.249 208 a Predictors: (Constant), atti b Dependent Variable: will 6.798 Sig 76 77 ... enterprises want to push willingness to purchase safe vegetables of consumers, they have to increase attitude towards safe vegetables To push attitude towards safe vegetables, the firms have to move forward... some factors affecting attitude towards safe vegetables, and how much attitude towards safe vegetables affecting willingness to purchase In total, this research provides the whole effect of factors. .. attitude towards safe vegetables and dependent variable as willingness to purchase safe vegetables Result of model shows that attitude towards safe vegetables has significant impact on willingness to