Bài nghiên cứu này đo lường tác động của truyền thông marketing đến quyết định mua của người tiêu dùng, đồng thời xem xét tác động của độ tuổi. Kết quả khảo sát từ 404 người tiêu dùng thường xuyên của nhiều loại thực phẩm bền vững tại các siêu thị trên địa bàn Hà Nội cho thấy tất cả các biến số truyền thông marketing gồm Quảng cáo, Xúc tiến bán, Quan hệ công chúng, Marketing trực tiếp, Bán hàng cá nhân đều tác động thuận chiều lên quyết định mua thực phẩm bền vững. Mời các bạn cùng tham khảo!
INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 IMPACT OF MARKETING COMMUNICATIONS ON PURCHASE DECISION TOWARD SUSTAINABLE FOOD THE ROLE OF AGE AS MODERATOR TÁC ĐỘNG CỦA TRUYỀN THÔNG MARKETING ĐẾN QUYẾT ĐỊNH MUA THỰC PHẨM BỀN VỮNG VAI TRÒ CỦA ĐỘ TUỔI MA, Nguyen Hien Anh - MA, Vu Phuong Anh - MA,Pham Trinh Yen Chi Thuongmai University anh.nth@tmu.edu.vn Abstract Sustainable food consumption tends to increase rapidly in big cities like Hanoi in recent years This study aims to reveal the impact of marketing communications on the purchasing decision of Hanoi consumers while clarifying the role of age as mediator variable The researchers have surveyed 404 regular consumers who purchase different types of sustainable food at supermarkets located in Hanoi Research has shown that all marketing communications variables including Advertising, Sales promotion, direct marketing, public relations, personal selling have positive influence on sustainable food purchase decision Among those variables, direct marketing and public relations show the biggest impact At the same time, the study also found the difference in the purchase decision of consumers among age groups as a moderator variable Accordingly, the age group from 35 to 45 has stronger purchase decision than the other groups Keywords: Sustainable food; marketing communications; the purchasing decision, the age Tóm tắt Tiêu dùng thực phẩm bền vững tăng mạnh thành phố lớn Hà Nội năm gần Nghiên cứu đo lường tác động truyền thông marketing đến định mua người tiêu dùng, đồng thời xem xét tác động độ tuổi Kết khảo sát từ 404 người tiêu dùng thường xuyên nhiều loại thực phẩm bền vững siêu thị địa bàn Hà Nội cho thấy tất biến số truyền thông marketing gồm Quảng cáo, Xúc tiến bán, Quan hệ công chúng, Marketing trực tiếp, Bán hàng cá nhân tác động thuận chiều lên định mua thực phẩm bền vững Trong đó, marketing trực tiếp quan hệ cơng chúng có khả tác động mạnh Nghiên cứu cho thấy có khác biệt định mua nhóm tuổi khác nhau, theo đó, nhóm người tiêu dùng từ 35 đến 45 tuổi có định mua thực phẩm bền vững mạnh so với nhóm tuổi khác Từ khóa: thực phẩm bền vững, truyền thông marketing, định mua, độ tuổi Introduction Sustainable food is defined as premium, rich in nutrition food which is produced according to the principles of sustainable development (Liu, 2003) According to the Law on Food Safety 704 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 of Vietnam - No 55/2010 / QH12, sustainable food are products that not harm human health and lives Under the Law, foods classified as safe include nontoxic, green, and organic foods In emerging economies such as Vietnam, the sustainable food market tends to thrive due to the increase in people’s income that leads to more spending on high-quality, safe, and healthy products Nielsen report (2014) shows that spending on these products increased from 5.5% in 2008 to 7.06% in 2014 Market research firm Q&M (2018) reported that safety and health benefits were on top concerns of Vietnamese consumers in Hanoi and Ho Chi Minh City when purchasing food, especially for consumers aged 25 to 29 who had average or high incomes This was the age group that shows the highest interest (88%) towards purchasing sustainable products like organic foods Research by Le Kim Sa, Vo Hoang Dat (2014) clarified the characteristics of the middle class in Vietnam, and she concluded that this class, ranging from 29 to 55 years old, was more likely to buy sustainable, eco-friendly products than other groups The 2018 Nielsen report stated that the total value of Vietnam’s sustainable food market was 131 million USD, and the annual growth rate till 2025 of this market could be at 17.2% Up to now, there are 80 Vietnamese enterprises involved in the production of sustainable food, and many large retailers offer to sell these food products Despite many optimistic indicators, awareness, and behavior of Vietnamese consumers towards sustainable food is still not completed A study by Vietnam National University in 2015 showed that only 10% of consumers in Hanoi fully and correctly understood about organic food Although most of the consumers asked knew about organic foods, 50% of them did not understand the meaning of the term At the same time, many consumers, although expressing high buying intentions for sustainable food, did not seem to have actual buying behavior This is also a common situation in many markets shown in several studies For example, One research conducted in Spain concluded that Spanish consumers spent 1.018 million euros on clean food, compared with 101,250 million euros they spent on traditional food (Maria Hidalgo-Baz et al, 2017) One of the reasons is the difficulty in distinguishing and recognizing clean food and, businesses that produce and supply clean food did not efficiently make use of marketing communication tools (Aertsens et al., 2009) In the Vietnamese market and many developing countries, although advertising and sales promotion are the two major budget contributors in the total media budgets of Vietnamese food retailers (Worsley et al , 2015) undeniably the power and influence of public relations, direct marketing, and personal sales tools (Peachman and Catlin, 2016) However, almost all researches on marketing communications for sustainable foods focus on the message creation aspect and the impact of the message on consumer behavior (Melovic et al., 2020) Up to now, there have not been many direct studies on the relationship between marketing communication tools and the decision to buy food, not mention sustainable food In those studies, some only tested a few communication tools (Ruswanti et al., 2017) The results of the previous studies were also not consistent Manengkey and Tielung (2015) studied the role of sales promotion for food retailers and concluded that individual sales and sales promotion not significantly affect the possibility of sales increase The research team of Ruswanti et al (2019) also shared this view with the conclusion that personal selling and sales promotion did not affect the buying organic vegetable behaviors of Malaysian consumers, and only advertising and marketing were proved to have an impact Wagner and Hansen (2002) also found that advertising related to organic food character705 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 istics and a healthy lifestyle have a strong impact on consumer buying behavior However, in the 2017 organic food buying behavior study, Ruswanti’s team found that marketing communications factors all influenced consumer buying behavior Age has been shown by many studies to have an impact on the decision to buy sustainable foods Balasubramanian (2006) and Connor and Douglas (2001) researched the US and Ireland market, and both identified that consumers aged 50 and over had more negative attitudes towards organic food and also spent less on this product group The reason was the difficulty in accepting innovations Nayga (1995) also concluded that consumers in the older age group wanted to spend more on traditional foods than organic foods Nayga (1995) also found that consumers in the younger age group tended to pay 6% higher prices for foods that did not contain pesticides compared to other age groups However, research by Yin’s team (2010) concluded that age does not affect the decision to buy organic food for Chinese consumers Therefore, the role of age in sustainable food purchasing decisions is not consistent In particular, there are no studies on age as a variable that regulates the relationship between marketing communications and consumer purchasing decisions in this product area Therefore, this study is conducted with two objectives: First, to assess the impact of marketing communication on the decision to buy sustainable food of Vietnamese consumers; secondly, to judge the significance of age as a moderator variable Defining research hypotheses 2.1 Marketing communication on the food purchasing decision The term “marketing communications” appeared in the 1980s, referring to a combination in the direction of integrating all marketing communication efforts including advertising, sales promotion, public relations, personal selling, and direct marketing (Anantachart, 2006) The role of communication tools in retail and food retail particularly has been confirmed by many studies, but very few studies have looked into the impact of these tools in an integrated method When it comes to the need for information, consumers are increasingly looking for guarantees and guidelines on food quality and safety (Verbeke, 2008) Consumers use this information to make purchasing decisions and to achieve satisfaction with products and suppliers Information on nutritional ingredients and healthy relationships with food has supported consumers in evaluating products and setting quality expectations Information related to product characteristics, nutritional value, and supplier image have helped consumers form buying intent and deciding to choose products 2.2 The impact of marketing communication on the purchasing decision of sustainable food 2.2.1 The connection between advertising and purchasing decision Advertising’s impact on food purchase decisions has been a controversial subject One of the reasons is the link between consumer health and food advertising (Robinson, 1998) Advertising plays a crucial role in modern business because it is all about educating consumers’ behavior towards products Ads help consumers get more information about the products and sellers, from which to make purchasing decisions Advertising influences perception, knowledge, wants, references, and purchase decisions Consumers are exposed to many advertisements in a day, on 706 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 many different media channels such as television, radio, online channels, printed newspapers, catalogs, leaflets, etc However, they only remember a few brands It is easier for consumers to turn to and buy a competitor’s brand if the retailer does not provide all the information they want The job of advertising is to attract customers’ interest in the products Previous studies have shown a positive relationship between TV advertising and consumer purchasing decisions (Malik et al., 2013) TV advertising leads to demand from which consumers are willing to pay higher prices, and the buying patterns have also evolved (Fathi All-Share and Marwan Al Salaimeh, 2010) In the current context, advertisers are more likely to use Internet advertising than advertising on traditional channels such as television as they believe that customers perceive the added value of a product through advertising interactions These interactions will increase consumer engagement and interest, and lead to loyalty to the brand (Priyanka, 2012) According to Pughazhendi’s group (2010), advertising in emerging markets such as Vietnam often uses celebrities to promote product images Xanat and Han (2016) analyzed the significant effects of online advertising on consumers’ interest and the decision to buy organic food between South Korea and Mexico The results show that Twitter is an effective tool for word-of-mouth marketing between consumers and businesses Online advertisements in Korea often focus on promotions and news about suppliers Meanwhile, content in Mexico often emphasizes the organic food products themselves Green and Peloza (2014) synthesized two ways to advertise clean food products They mentioned advertisements emphasizing products with environmentfriendly features and ads introducing products with beneficial features (financial benefits, health benefits) H1: Advertising positively affects consumers’ decisions to purchase sustainable food 2.2.2 The connection between sales promotion and purchasing decision Sales promotion has shown itself to have a significant impact on consumers’ purchasing decisions About 70% of purchasing decisions happen at the point of sale (De Pelsmacker et al., 2001) In addition to product characteristics and price, sales promotion programs are a common tool used by retailers to influence the purchasing decisions of customers (Nagar, 2009) The goal of sales promotion is to attract new customers, increase market share in selected, competitive market segments Cole (2011) identified sales promotion as a means of guiding consumers with low awareness of the benefits of sustainable food, attracting their attention, and leading to buying decisions Dickieson and Arkus (2009) conclude that consumers’ purchasing decisions on organic foods are strongly influenced by economic factors, for example in the case of economic recession, consumers will consider buying high-priced products such as organic food Based on this conclusion, Krnáčová and Závodský (2018) studied the effect of sales promotion on the buying behavior of organic food by Slovak and Czech consumers The authors conclude that sales promotion influences the decision to buy organic food, and each method has a different level of influence, in which free samples, coupons and discounts, and price bundles are the most effective methods However, some studies have shown opposite results Ngobo (2011) points out that for organic food, an increase in price to a certain level will lead to increased demand; however, if the retailer keeps raising it excessively, demand decreases The author also said that sales promotion 707 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 negatively affects the decision to buy organic food, since this is a product positioned as premium since it offers a higher value in nutrition, better health benefits, and more environment-friendly Ruswanti et al (2017) also stated that sales promotion did not affect organic food buying behavior Chichudean et al (2012) stated that for organic food, sales promotion has a big impact on the behavior of customers aged 30 and over H2: Sales promotion positively affects consumers’ decisions to purchase sustainable food 2.2.3 The relationship between public relations (PR) and purchasing decision Johnston and Sheehan (2009) define PR as the development and management of ethical communication strategies for building relationships with shareholders and the public Mokhtar and Yusr’s research (2016) suggested that PR activities could help in building strong brands for a retail company, and thereby, affect customer’s loyalty PR plays an essential role in introducing new products, repositioning saturated products, building interest in products, and influencing attitudes and behaviors of target groups (Kotler, 2003; Bruning, 2002; Bruning and Ralston, 2001; Hon and Brunner, 2001) PR adds to the credibility of communication messages because consumers usually perceive information from PR programs to be more reliable Nour et al (2014) stated that the effectiveness of corporate PR activities can be measured through customer’s supportive behaviors towards the business such as buying and repeat buying According to Boztepe (2012), PR is necessary for stimulating consumer buying intent and decision-making for green products Banyte et al (2010) also concluded that in the green marketing strategy, PR is the most important communications tool due to its strong impact on consumer’s awareness and on the buying decision toward green products H3: Public relations positively affects consumers’ decision to buy sustainable food 2.2.4 The relationship between direct marketing and purchasing decisions Hanchion team (2002) affirmed that direct marketing positively affects companies’ direct communication with consumers The research of Virgilijus and Vilija (2013) synthesizes direct marketing tools used for agricultural products including kiosk marketing, e-commerce, sale to restaurants, hotels, direct sale on the farm Under this approach, direct marketing coincides with direct selling This approach has been used in many studies, including the research of Uematsu and Mishra (2011), Zanoli (2004), Trappy, and Lai (2016) Zanoli (2004) stated that organic food consumers tend to buy their favorites directly from producers because they think that they are truly organic As a result, more and more retailers are participating in the production of sustainable foods such as organic foods However, direct marketing needs to be understood in a broader context, that is “the relationship marketing process includes identifying target customers, converting, maintaining relationships with those customers with personalized feedbacks and control using direct response advertising with observation codes” (Bauer, Miglautsch, 1992) According to this approach, tools like teleshopping and mail order are also direct marketing Direct marketing is considered as one of the modern retail forms developed in Asian markets (Trappey, Lai, 2016) It appears as the major method to help retailers increase the effectiveness of communication strategy, customer relationship development, and cost reduction (Flici et al., 2011) Direct marketing relies on customer identification processes to measure their values 708 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 and predict the ability that they may respond to other promotional programs such as sales promotion (Changchien et al., 2004) Kotler and Armstrong (2008) concluded that direct marketing is effective due to its ability to connect directly with target customers, and this is an interactive marketing system using one or more advertising channels that can measure sale results Some studies have shown that marketing directly affects customer behavior, such as the study of Hill, Provost, and Volinsky (2006), Prins and Verhoef (2007), Risselada et al (2014) In the last decades of the 20th century, direct marketing was mainly used by retailers in developed countries as the primary tool to place orders (via mail, catalog, free phone ordering service, interactive response advertising, and home shopping TV program) With the development of information technology, many new direct marketing tools have emerged and developed (ecatalogs, e-mail, etc) H4: Direct marketing positively affects consumers’ decision to buy sustainable food 2.2.5 The relationship between personal selling and purchasing decisions The importance of personal selling is that salespeople are the bridge connecting businesses with consumers Murianki (2015) pointed out that personal selling has the ability to help businesses increase sales because salespeople’s efforts increase customer understanding of the products, and thereby driving buying behavior Yousif (2016) also concluded that increasing individual selling efforts positively impact retailer sales De Pelsmackeret (2007) emphasizes that personal selling includes not only selling activities but also after-sales activities such as guidance and support Nowadays, sales forces use a variety of techniques, such as SPIN (Kotler, 2012), to develop long-term relationships with valuable customers Since each consumer has unique personal characteristics and requirements, managers need to understand their behavior to design and to use the most appropriate marketing communication tools Hence the role of personal selling is getting more and more crucial, especially for products that consumers still have misconceptions about like sustainable food Getting consumers’ attention through direct communication has a big part in building relationships with them and also influences buying decisions (Oladipo, 2019) Kotler (2003) added that personal selling is a communication tool to establish a two-way relationship between businesses and buyers Customers can ask questions directly to salespeople, give their opinions, and discuss to increase understanding Consequently, they can make appropriate buying decisions and have a high chance to repeat the buying behavior Azam et al (2016) stated that the ability of consumers to make buying decisions at retail points increases if they are provided with information from salespeople H5: Personal selling positively affects consumers’ decision to buy safe food 2.3 The relationship between age and purchasing decision There have been quite a few studies looking at the role of consumers’ age in different buying behaviors of sustainable foods like green and organic foods However, the results of these studies did not coincide Yin et al (2009) observed that there was a difference in the buying behavior of Chinese green food consumers among different age groups while young consumers are more likely to buy this product than older age groups However, the authors also emphasized that age only influenced buying intent slightly Balasubramanian (2006) did research with American 709 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 consumers, and Connor and Douglas (2001) did one with Irish consumers, and they all agreed that older consumers (50 and above) spent less on organic food Some studies drew the opposite conclusion Research by Paul and Rana (2012) concluded that among the demographic variables studied (gender, age, education level, and income) only educational level influenced consumers’ intention to buy organic food This result coincides with the analysis of Dimitri and Dettmann (2012) which concluded that there is no difference in organic food buying behavior among different age groups Q6: There is a difference in the decision to buy sustainable food among consumers in different age groups Research methodology 3.1 Research Process and Subjects This research applied a quantitative method to study the effects of marketing communications tools on Hanoians’ decision to buy sustainable food The research is divided into two main phases Phase one is experimental research, and phase two is the official investigation The main purpose of the experimental research is to examine the feasibility, to test the compatibility of the variables after synthesizing previous studies with different research contexts, and to adjust the academic language From the results of phase one, the authors would be able to complete the official questionnaire to extend the survey The authors have issued direct questionnaires with 12 people, of which 10 regularly buy (4 times a month on average) sustainable food They are knowledgeable about organic food in general and sustainable food in particular, and have a large purchasing frequency; consequently, they can give valid answers Besides, two shop owners specializing in selling sustainable food, “Kona Food” and “The King of Specialty” were interviewed also The interviews helped to explore opinions from food retailers who have direct contact with the markets and practice marketing communication activities themselves After calibrating the data and scale according to the comments of experts and customers, the authors conducted a large-scale official survey with respondents in Hanoi area The research focused on sustainable food as a typical research product There are two main reasons for the authors to make this decision Firstly, although organic consumption is on the rise among young people, the concept of organic food is still relatively new in the Vietnamese market, and the quantity of organic products is still limited Sustainable food is a more popular and appealing product in this market The second reason comes from the Vietnamese market context that stresses the alarming topic of food safety and hygiene Recently, people have gradually paid more attention to safety factors when buying food Moreover, it not only takes place among young people but also among the elderly - who are very concerned about health issues for themselves and their families 3.2 Research instrument The study used questionnaires with close-ended questions to collect research data The questions were centrally designed and the factors that made up the independent variable are the marketing communication activities of the retailers, the dependent variable of purchasing decisions as well as the questions related to the regulatory variables such as gender, age, education 710 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 level, occupation, etc, to collect information to test research hypotheses The items of the advertising variable are compiled from the research of Mahmud I Nour et.al (2014), Priyanka (2012), Kuo Ming Chu (2018), and Huong (2017) The sales promotion variable with items is synthesized from the research of Mahmud I Nour et.al (2014), Huong (2017) The direct marketing variable with items is synthesized from the studies of Kuo Ming Chu (2018), Pradeep K Korgaonkar, et.al (2000) and Sharma, N., Patterson, PG (1999) The Public relation variable was synthesized from An-tien Hsieh, Chungkai Li (2008) with observed variables Finally, the individual sales variable includes variables synthesized from the study of Sharma, N., Patterson, P.G (1999) Likert scale was used with the corresponding answer: totally agree, agree, normal, slightly agree, and disagree 3.3 Data collection and samples The sampling method in the study is a convenient sampling method Investigated subjects are Hanoi people, aged 22 - 60 years old, working or retired, having a regular income, and having bought sustainable food in the past three months To be able to collect accurate data, the author used collaborators who were trained and had an understanding of the details of the questionnaire, knew the content and purpose of each question, and were ready to advise and answer questions of customers when required The assistants reached out directly to the consumers at the store (with the consent of some store owners such as Ecofood, Cleverfood) after they had completed the purchase For each completed reply, they will receive a 20,000vnd discount vouchers that can be applied at the store they are buying In addition to using the investigative collaborators at the store, the authors also contacted Women’s Unions of some residential groups to directly investigate retirees aged 55-60 years old Besides, the authors and their assistants also use familiar relationships, distribute online coupons to some 25-35 year-old who work in the office, and have the habit of reading emails frequently In summary, the author’s team issued a total of 450 questionnaires, then collected 404 with 46 invalid questionnaires, 407 valid ones 3.4 Data analysis With the data collected from the investigation, the author used SPSS20 software to process them Quantitative methods such as descriptive analysis, Cronbach Alpha, EFA, regression will be applied to test research hypotheses, to determine mean of each constituent factor and each factor, as well as consider the relationship between independent variables (marketing communication factors of TPAT enterprise) with dependent variable (Decision to buy TPAT) Research results and discussion 4.1 Describe the study sample set Table describes the demographic information of the interviewees, of which out of 404 respondents, 299 people (accounting for 74%) are female, and 105 people, or about 26%, are male This is also completely consistent with the research context, because women are often responsible for food shopping every day, especially sustainable food for the family Besides, the majority of people were under the age of 25 or from 25 to 35 years old, about 33% The thirdlargest group is 35-45 years old (accounting for 16.1%), and the number of retirees is 10, 9% 711 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 The rest were from 45 to 55 years old Most of them had completed high school, mainly with university degrees (81.7%) and married (63.1%) Table 1: Demographic information of the Target Respondents Demographic Gender male age Under 25 female No 105 26 % 26 occupation 74 25 tounder 35 45 to under 55 30-40 mil over 40 mil 59.2 Manager 25 6.2 Industrial worker 34 employees 50 12.4 56 13.9 32 7.9 Bachelor 330 81.7 Single 255 63.1 retirees Education level Highschool 81 184 45.5 43 10.6 status 79 17 Vocational school/ college 20 19.6 marital 4.2 % 239 Stay-home moms/dad/ over 55 No Office worker/ State Freelancer 35 tounder 45 Thu nhập Under 10 mil bình quân 10-20 mil tháng 20-30 mil Demographic Master/ PHd/ Prof Married 21 21 149 8.4 5.2 5.2 36.9 People with a total household income of 10-20 million accounts for the majority of about 45.5% They are mainly young aged 25-35 years old They are mostly office workers or freelancers who have a busy lifestyle and the habit of shopping for food at retail stores or supermarkets instead of traditional markets Meanwhile, people with incomes below 10 million are mostly government officers, under the age of 30 or single people Those who have a high income of 30 million or more are usually married, already have children, and have reached manager positions 4.2 Data Analysis Results 4.2.1 Cronbach Alpha reliability analysis This Cronbach Alpha coefficient was to determine the reliability of each observed component that constitutes the independent variable and the dependent variable before considering each relationship between the variables The reliability of each variable must be between 0.7 and 1.0 to ensure that the observed variables in a factor have a significant correlation The higher the coefficient, the higher the correlation between the variables (Trong & Ngoc, 2008) Variables with Corrected item-total Correlation 50%, so 57.613% of the data variation is explained by the above factors In which, with factor load factor satisfying> 0.5, each independent variable is described by observed variables as shown in the table presented Therefore, the independent variables will be the same from the initial hypothesis set as Advertising, sales promotion, direct marketing, PR, and personal sales For the dependent variable with coefficient KMO = 0.710> 0.5, the significance level pvalue = 0.000 in Bartlett’s test The extraction coefficient 2.269 with the cumulative% of 75,645% gives a single factor named “decision to buy safe food” (QDMTPAT) with the load factors of the ingredient variables respectively 0.897, 0.875, 0.836 4.4 Research hypothesis test results Regression analysis is a widely-used and popular method in studying the dependency relationship between the dependent variables and the independent variable The regression method was applied by putting all variables at the same time In the regression model, to evaluate the suitability of the model that the independent variables explain how many percent of the variation of the dependent variable, the researchers use the adjusted R2 coefficient Specifically, in this study, the authors used linear regression analysis with five independent variables: advertising (QC), sales promotion (XTB), direct marketing (DM), public relations (PR), and personal selling (BHCN) with one dependent variable is “decision to buy sustainable food” (QDMTPAT) Model ANOVA R 730a Model Model Table 5: Table of results of linear regression analysis R Square Adjusted R Std Error Square of the Estimate 528 533 51333 DurbinWatson 2.050 Sum of Squares df Regression 119.937 Total 224.814 403 Residual 104.877 (Constant) -.587 QC 147 XTB DM BHCN PR 151 474 114 308 B 23.987 398 Standardized Coefficients Std Error Beta Unstandardized Coefficients 207 046 129 052 393 146 040 101 044 248 047 716 Mean Square 264 t Sig -2.841 005 3.671 000 3.266 9.159 2.606 6.510 F Sig 91.031 000b Collinearity Statistics Tolerance VIF 001 751 1.332 000 635 1.574 010 000 738 782 806 1.355 1.279 1.241 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 The results of the regression analysis indicated that the adjusted R2 coefficient equaled 0.528, meaning that the independent variables can explain 52.8% of the variation of the dependent variable The value of the model’s conformity test with the coefficient of F = 91,031 with the coefficient of p-value = 0.000 showed that the model was consistent with the population; or in other words, there was at least one independent variable in the model could explain the variation of the dependent variable The VIF magnification factor of the model ranged from 1.241 to 1.574, which was less than 2, the tolerance coefficient was so low that it could be concluded that there was no sign of the multicollinearity phenomenon and no correlation among the independent variables Hypothesis Table Results of hypothesis testing Advertising g Purchase Decision Sales Promotion g Purchase Decision Direct Marketing g Purchase Decision Public Relations g Purchase Decision Personal Selling g Purchase Decison Hệ số Beta t-value P-value Hypothesis Conclusion 151 3.671 000 H2 accepted 010 H4 147 474 3.266 9.159 308 2.606 114 6.510 001 000 000 H1 H3 H5 accepted accepted accepted accepted From the results of multiple regression analysis, the decision to buy sustainable food of Hanoi consumers is influenced by 05 factors including (1) advertising, (2) sales promotion, (3) direct marketing, (4) public relations, and (5) personal selling which are related to the dependent variable, purchasing decisions, because they both have significant p-value