Nghiên cứu có mục đích đánh giá tác động của một số yếu tố tới hành vi gia nhập hợp tác xã sản xuất rau an toàn của người nông dân trên địa bàn Hà Nội. Thông qua bộ dữ liệu sơ cấp được thu thập từ 177 chủ hộ nông dân đang tham gia sản xuất rau an toàn, bằng phương pháp nghiên cứu định tính và định lượng. Mời các bạn cùng tham khảo!
INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 FACTORS AFFECTING THE BEHAVIOR OF JOINING THE SAFE VEGETABLE PRODUCTION SYSTEM IN FARMERS’ COOPERATIVES IN HANOI CÁC YẾU TỐ TÁC ĐỘNG TỚI HÀNH VI GIA NHẬP HỆ THỐNG SẢN XUẤT RAU AN TOÀN TẠI CÁC HỢP TÁC XÃ CỦA NÔNG DÂN TRÊN ĐỊA BÀN THÀNH PHỐ HÀ NỘI Abstract PhD Nguyen Bao Ngoc - MBA Nguyen Hoang Nam Thuongmai University namqtcl@tmu.edu.vn The study aims to assess the impact of some factors on the farmers’ behavior to join safe vegetable cooperatives in Hanoi Through primary data collected from 177 farmer households participating in safe vegetable production, by qualitative and quantitative research methods, the research results have shown expected benefits, images enterprises, environmental concerns, knowledge barriers and subjective norms have an impact on the behavior of farmers joining behaviour safe vegetable production in Hanoi Keywords: Safe vegetables; Farmer’s Behaviour; Development of safe vegetable production systems Tóm tắt Nghiên cứu có mục đích đánh giá tác động số yếu tố tới hành vi gia nhập hợp tác xã sản xuất rau an tồn người nơng dân địa bàn Hà Nội Thông qua liệu sơ cấp thu thập từ 177 chủ hộ nông dân tham gia sản xuất rau an toàn, phương pháp nghiên cứu định tính định lượng, kết nghiên cứu lợi ích kì vọng, hình ảnh doanh nghiệp, kiến thức môi trường, rào cản kiến thức chuẩn chủ quan có tác động tới hành vi gia nhập sản xuất rau an toàn người nơng dân địa bàn Hà Nội Từ khóa: Rau an toàn; Hành vi gia nhập; Phát triển hệ thống sản xuất rau an toàn Introduction Implementing Decision No 2261 / QD-TTG dated December 15, 2014, on the Program to support the development of cooperatives in the period 2015 - 2020 and developing the Program to support the development of collective economy and cooperatives in the 2021 - 2025 period by December 2018, 1,350 cooperatives (cooperatives) were established, of which 817 accounted for over 60% of the total number of members in the agriculture-forestry-fishery sector, on average 126 members/cooperatives; in the handicraft industry, there were 265 cooperatives, accounting for 20%; trade, service and other fields 268 cooperatives; by 2020, there will be 130,000 cooperative groups mainly operating in the fields of agriculture, credit, and services The maintenance and development of cooperative groups are becoming a necessary issue to create high efficiency, especially in the application of high technology in agricultural production 262 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 according to Decision No 34/2019 / QD-TTG is an important project of the Government Safe vegetables Hanoi has 1000 hectares, the production value reaches billion / VND / ha/year and formed several chains from production to consumption, with stamps, identification labels, traceability, being consumed through 18 businesses, 17 cooperatives supplying retail stores, distribution points, collective kitchens and supermarkets with the production of nearly 20,000 tons/year (accounting for 5% of safe vegetable output, 3% production of vegetables, 2% of consumption demand) Safe vegetables without stamps, labels identifying traceability for consumption in wholesale markets, residential markets, residential areas with an output of over 370,000 tons/year (accounting for 92.5% of the production of safe vegetables, 61,67% of vegetable production, 37% of consumption demand) The scale of the cooperative has been somewhat recovered and the cooperative itself has the desire to achieve high efficiency in safe vegetable production in the market of safe vegetables in big cities such as Hanoi, Ho Chi Minh City Da Nang has not met the quantity and quality of safe vegetables and the Government’s expectations for this product The topic of safe agricultural products is a topic of national stature and safe vegetables belonging to a group of products are among the topics of interest to both producers, distributors, consumers, and consumers policy managers Taking advantage of the traditional form of production with a long history of being a cooperative is very practical to ensure income sources for farmers and make use of long-standing communication agricultural production So, the topic of research on the behavior of joining the safe vegetable production system in the cooperatives in Hanoi is even more practical Theoretical rramework and hypothese 2.1 Theory Reasoned Action and Theory of Planned Behavior Theory Reasoned Action was developed by the Fishbein and Ajzen (1975) and tested in many studies by groups of authors such as Bagozzi (1992); Cordano et al (2011) In this theory, to affect to the behavior, the process is built on the following factors: Behavioral Intention; Subjective Norms and Attitude Toward the Behavior Figure 1: Theory Reasoned Action Model (TRA) Source: Fishbein and Ajzen, 1975 263 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 The study of Ajzen (1991) indicated that the TRA model of Fishbein and Ajzen (1975) was not complete, with the view that the TRA model was incomplete due to the lack of perceived behavior control According to Ajzen’s point of view, sometimes behavior is not dependent on non-motivational factors such as resources, abilities So the perceived control behavior is considered as a necessary role Behavioral intention factors indicate how difficult it is to proceed with behavior and the appropriate level from intentions to behaviors The planned behavioral theory adds Perceived Behavioral Control, and this factor not only affects behavior indirectly through behavioral intent (Intention) but also live-action Figure 2: Theory of Planned Behavior (TBP) Source: Ajzen (1991) 2.2 Some decisive factors to the behavior of joining safe vegetable production 2.2.1 Expected Benefit The benefit is considered an important criterion affecting human behavior Benefits are assessed under many criteria such as monetary benefits, non-monetary benefits such as reputation, market share For research in the agricultural sector, Mamudu (2012) through 300 farmers in Bawku West District (Ghana) pointed out the expected benefit has a strong impact on the decision to adopt technologies in agricultural cultivation Mohammed Al-Ali et al (2015) pointed out that money benefits have an impact on customer behavior Issues are considered to measure commercial interest related to profitability, business-oriented fit, resource suitability, and benefits committed by stakeholders From the above analysis, the authors propose the research hypothesis H1: The expected benefit has positive impact to joining behaviour of farmer 2.2.2 Environmental Concern According to modern marketing opinion, social ethics is an issue that is concerned not only from the corporate perspective but also from the customer perspective According to Dunlap and Jone (2012), environmental awareness is related to the level of awareness of environmental problems and efforts to assist in solving those problems According to Albayrak (2013), customers 264 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 are willing to pay for environmentally friendly products and knowledge of the environment has a positive impact on this problem According to N.H Viet et al (2019), knowledge about the environment has a positive influence on the behavior of re-buying organic meat products in Vietnam From the above analysis, the authors propose the research hypothesis H2: Knowledge of the environment has a positive impact on the behavior of participating in safe vegetable production 2.2.3 Subjective Norms The Subjective norm in studies of planned behavioral theory (TPB) or rational action theory (TRA), the subjective norm is the main factor and influences intent (Intention) According to Fishbein and Ajzen (1975), the subjective norm is defined as an individual’s perception, with his or her important references to whether a behavior should or should not be performed The performance of subjective standard measurement is determined by normative beliefs for the expectation of appropriately performing individual behavior From the above analysis and synthesis, the authors propose the research hypothesis H3: Subjective standards have a positive impact on the behavior of participating in safe vegetable production 2.2.4 Knowledge Barriers Issues of barriers implementing behaviors are mentioned in the studies as knowledge barriers, price barriers, geographical barriers In the research on the agricultural production implementation Raju Pinire et al (2018) has shown that knowledge barriers influence technology application in rice production in Cambodia The knowledge barrier problem is shown through several specific issues as follows: The lack of knowledge for the new production process; The lack of skills to operate a new production system; Lack of confidence in a new production model From the above analysis and synthesis, the authors propose the research hypotheses H4: The knowledge barrier has a negative impact on the behavior of entering the production of safe vegetables 2.2.5 Farmers’ Cooperatives Image Organizational image is the result of many factors such as experiences, beliefs, knowledge, emotions, or impressions that people give to the organization (Kazoleas et al, 2001) A business can create many messages to the public The image of an organization is its striking power and what is communicated (Kotler and Fox, 1995) According to Kenedy (1977), the organizational image has two distinct components: function (related to intangible motivation) and emotional (related to psychology) In the Vietnamese market, when participating in the safe vegetable production system, farmers tend to learn about the business they join through the level of prestige, support for farmers, and brands In Vietnam, the cooperatives are considered as a business model (same as a company), including production and business From the above analysis, the research team proposed the research hypothesis H5: Farmers’ image has a positive impact on the behavior of entering into safe vegetable production 265 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 Research model and Research Methodology 3.1 Research Model Based on the mentioned research hypotheses and combined with the studies of Fishbein and Ajzen (1975) as well as Ajzen (1991) The authors propose the research model that described in Figure Figure 1: The Proposal Research Model 3.2 Research Methodokogy Source: Authors Research methods applied include qualitative and quantitative research methods In which qualitative research is used in secondary data analysis and interviewing experts and farmers in the process of conducting preliminary research Quantitative research is used with primary data analysis with IBM SPSS 22 software The reliability test of the scale includes the EFA test, Cronbach Alpha test, correlation analysis Pearson, descriptive statistical analysis, and multiple regression analysis were conducted to evaluate the significance of the impact of the independent variables on the dependent variables 3.3 Measures The research scale is built on the foundation of past studies and is considered the suitability of the safe vegetable production environment in Hanoi Also, to ensure the objectivity of the scale, the research team conducted interviews with experts and conducted preliminary research with the scale n = 24 After summarizing opinions and analyzing, the scale is extracted to 19 observed variables, including independent variables and dependent variable The scale are described in Table 266 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 Table 1: Scale No Variable Content variable observed Expected Benefit BEN1 I believe that safe vegetable production will bring high profits in the future BEN2 Safe vegetable production is the right direction for my family’s production 4 BEN3 BEN4 SNO1 SNO2 SNO3 method The benefits that businesses are committed to are really attractive People important to me all think that I should produce safe vegetables People important to me willingly support me in safe vegetable production Knowledge Barrier KNOB2 I lack skills to operate safe vegetable production Environmental Concern ENCO1 Nature’s balance is fragile and can be easily disturbed 12 ENCO3 Man must maintain a balance with nature in order to survive ENCO2 People are seriously abusing the environment Farmers’ Cooperatives Image IMA1 The safe vegetable production enterprise has a good reputation 16 IMA3 The enterprise is known for quality and value IMA2 Enterprise is rated prestige Farmer’s Behaviour 17 BEHA1 I myself have time to learn consider joining a network of safe vegetable production 19 BEHA3 For me, joining a network of safe vegetable production is easy 18 Raju Ghimire and Murari Suvedi (2018) Dunlap and Jones (2012) ENCO4 Human intervention in nature often has disastrous consequences 14 15 (2012); Wang (2014) KNOB3 I not really believe in this production model 10 13 López-Mosquera et al My relatives expect me to produce safe vegetables KNOB1 I don’t think I have enough knowledge about growing safe vegetables 11 Zhou (2006) Vegetable production will bring higher profits with my family’s current production Source BEHA2 I can join the safe vegetable chain if I want to 3.4 Collection of research data and samples Zeithaml (1988) Ajzen (2002) Source: Results of data processing using SPSS 22 Research data includes secondary data collected from 2017-2020 on issues of the current situation of safe vegetable production development Primary data is collected through the direct interview method through questionnaires The study questionnaire was designed as an answer on a 5-point Likert scale with values from 1-Strongly Disagree to 5-Strongly Agree With the 267 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 support of the cooperatives producing safe vegetables in Hanoi, the number of research papers issued was 210 surveys and 197 surveys were collected After reviewing and checking, 20 surveys are not valid, so the official sample is 177 Applying sample collection method from Hair et al (2006), at least responses for each observed variable For members, the minimum sample size is 19x5 = 95, so the sample size is guaranteed The sample characteristics are shown in Table Table Demographic profile of the respondents Demographic Characteristic Frequency % 93 52.54 25-35 Years old 51 28.81 > 45 Years old 39 22.04 Gender Male Female Age 35-45 Years old Experience 84 87 47.46 49.15 1-3 Years 54 30.51 > Years 45 25.42 3-5 Years 78 44.07 Data analysis 4.1 Testing the reliability of the scale a Explore factor analysis (EFA) According to Hair and et al (1998), “Factor analysis is a statistical analysis method used to reduce a set of many observed variables into a group so that they are more meaningful but still contain most of the information News of the original variable “ Principal Components extraction was used in conjunction with Varimax rotation, Bartlett Test was performed to analyze the factors affecting the dependent variables, showing that in the first analysis, the observed variable ECO4 has a Factor loading coefficient less than 0.5, the variable ECO4 is excluded from the scale The second EFA analysis results gave results KMO coefficient = 0.799 (in the range of 0.5 -1), Sig’s Bartlett test is 0,000 (less than 0.05), the total variance extracted is 70,287% (large more than 50%), factor loading coefficients of observed variables are greater than 0.5 For the EFA analysis with the dependent variable being the behavior of entering the production of safe vegetables, the coefficient KMO = 0.733 (in the range of 0.5 1), Bartlett-tested Sig = 0,000 (less than 0.05), the total Extracted variance is 78.852% (greater than 50%), factor loading coefficients of observed variables are greater than 0.5 b Tested by Cronbach’s Alpha coefficients The test results show that 19 observed variables all meet the requirements for reliability 268 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 due to Cronbach Alpha coefficient> 0.6, Corrected item-total Correlation index is greater than 0.3, and Cronbach’s Alpha value if the variable type is not Cronbach’s Alpha is larger than the independent variable Table Result of Cronbach Alpha and EFA Test Variable Content variable observed Expected Benefit a = 0,833 Factor Loading BEN1 I believe that safe vegetable production will bring high profits in the future 0,719 BEN3 Vegetable production will bring higher profits with my family’s current production 0,828 BEN2 Safe vegetable production is the right direction for my family’s production method 0,764 BEN4 The benefits that businesses are committed to are really attractive 0,870 SNO1 People important to me all think that I should produce safe vegetables 0,883 SNO3 My relatives expect me to produce safe vegetables 0,786 SNO2 Subjective Norms a = 0,814 People important to me willingly support me in safe vegetable production Knowledge Barriers a = 0,723 0,864 KNOB1 I don’t think I have enough knowledge about growing safe vegetables 0,781 KNOB3 I not really believe in this production model 0,753 KNOB2 I lack skills to operate safe vegetable production Environment Concern a = 0,771 0,863 ENCO1 Nature’s balance is fragile and can be easily disturbed 0,813 ENCO3 Man must maintain a balance with nature in order to survive 0,743 ENCO2 People are seriously abusing the environment Farmers’ Cooperatives Image a = 0,824 0,834 IMA1 The safe vegetable production cooperatives has a good reputation 0,789 IMA3 The cooperatives is known for quality and value 0,792 IMA2 Farmers’ Cooperatives is rated prestige Farmer’s Behavior a = 0,866 0,821 BEHA1 I myself have time to learn consider joining a network of safe vegetable production 0,905 BEHA3 For me, joining a network of safe vegetable production is easy 0,878 BEHA2 I can join the safe vegetable chain if I want to 0,880 Source: Results of data processing using SPSS 22 Through EFA analysis for groups of observed variables in the group of independent variables and a group of observed variables in the group of dependent variables as well as testing Cronbach’s Alpha coefficient, according to Hair et al (2010), the model is consistent with the collected data security and reliability 269 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 4.2 Correlation analysis Pearson’s correlation analysis will help check the linear relationship between the component variables through EFA factor analysis, which shows that the results of the correlation coefficient are all less than 0.85, indicating that potentially exists between pairs of variables In addition to the correlation relationship of Knowledge Barrier with a Sig greater than 0.05, it means that there is no correlation between this factor to the other variables, the result has a Sig value of less than 0.05 The pairs of variables are correlated and statistically significant excluding pairs of variables related to the Knowledge Barrier However, in order to conclude whether or not the multicollinearity occurs, the study will clarify in the next section when relying on the VIF coefficient in multiple regression analysis The results of the correlation analysis are described in Table Table 4: Pearson correlation analysis IMA BEN ENCO KNOB BEHA IMA Pearson Correlation SNO Pearson Correlation 385** BEN Pearson Correlation 368** 322** ENCO Pearson Correlation 458** 191* 217** KNOB Pearson Correlation 143 099 052 058 -.010 BEHA Pearson Correlation 645** 509** 573** 411** -.010 Sig (2-tailed) Sig (2-tailed) Sig (2-tailed) Sig (2-tailed) Sig (2-tailed) Sig (2-tailed) 4.3 Multiple regression analysis SNO 000 000 000 057 000 000 011 189 000 004 490 000 443 000 898 898 Source: Results of data processing using SPSS 22 Linear regression models are used to test and explain causality Multiple linear regression is often used as a conclusion tool to test hypotheses and predict research population values in addition to descriptive functions Therefore, regression is a suitable method to test research hypotheses Detailed results are illustrated in Table 270 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 Variable Table 4: Results of multiple regression analysis Beta Sig T-value VIF BEN 0,315 0,000 6,344 KNOB -0,102 0,000 -2,374 1,023 IMA 0,378 0,000 6,699 Dependent BEHA Independent ENCO 0,110 SNO 0,237 0,025 2,255 0,019 4,563 1,269 1,214 1,231 1,531 R2 adjusted= 0,604; F-value=54,915; Sig F=0,000 Source: Results of data processing using SPSS 22 The results of the regression analysis showed that all independent variables have an impact on the independent variable and meet the requirement of the Sig value