Product
According to the result of our survey, Thai Nguyen consumers hold a very positive attitude towards organic food. All the items, which includes “Containing more vitamin and mineral”, “Without preservatives or artificial colors”, “Reducing the food poisoning risk”,
“Safer” and “Protecting the environment” were the motivations of their organic food purchase, since all of them got high average scores (Table 4.25).
Table 4.25 showed that "Reducing the food poisoning risk" was the most important motivation for Thai Nguyen consumers. About 60% of respondents marked 5 in this item.
They hold the view that organic food is produced without the use of fertilizers and pesticides, and there are no GMOs involved. The huge concern of food safety was due to a lot of Vietnamese food scandals in the recent years.
Following that, “Containing more vitamin and mineral” and “Without preservatives or artificial colors” were also the key factors that motivate organic food purchase. The results also showed that although “Protecting the environment” got a high average score (3.73), it was the least important motivation for consumers in Thai Nguyen city.
In addition, the results showed that men were more likely to be motivated by all characteristics of organic food products than women. It can see that men paid more attention to the benefits of the organic food itself.
Table 4.25 Motivations for organic food products purchase in different sex
Sex Average score
Male 4.21
Containing more vitamin and mineral
Female 4.1 4.14
Male 4.2
Without preservatives or artificial colors
Female 4.1 4.1
Male 4.35
Reducing the food poisoning risk
Female 4.1 4.2
Male 4.15
Safer
Female 4.05 4.09
Male 3.82
Protecting the environment
Female 3.67 3.73
Source: Analysis results from the author's survey data
Price
Compared with conventional food, organic food product was more expensive, which is the key reason why Thai Nguyen some consumers refuse to purchase organic food product.
However, Figure 4.3 showed that there was relationship between the price and income.
Consumers with higher income tends to give a lower score on the barrier of “expensive”, which means that they are less affected by the high price of organic food when they make their purchase decisions.
Figure 4.3. The relationship between price and income Source: Analysis results from the author's survey data
Channels or Promotion
Figure 4.4 showed that the most common way for Thai Nguyen consumers to know about a new food product was by shopping in the supermarket or vegetable market, followed by family and friends’ recommendations. Nearly half of the respondents chose TV advertisements and Internet advertisements (Figure 4.3). It showed that Thai Nguyen consumers were less likely to be affected by leaflets, magazines, newspapers, and posters in the public places.
Figure 4.4. Statistical results of consumer information receiving channels Source: Analysis results from the author's survey data
Places
From the results of the survey, the most preferred place for Thai Nguyen consumers to buy organic food was supermarket. Figure 4.4 presented that a majority of the respondents chose
“supermarket”, followed by “social networks (Facebook, Zalo, …)” and “organic food specialty stores”. With only few respondents choosing “organic farm”, it was the least preferred place for Thai Nguyen consumers to buy organic food (Figure 4.5).
Figure 4.5. Statistical results of consumers' places to buy organic food product Source: Analysis results from the author's survey data
Synthesis
In this chapter, the author introduced the study area and presented the statistical analysis results. In this chapter, the author introduced the study area and presented the statistical analysis results. The author describes statistics on the structure of the research sample according to sex, age, education level, household income, and residence.
Next, the author tested the reliability of the independent and dependent variables by Cronbach's Alpha coefficient. The results of this test showed that all variables included in the analysis are reliable. Then, the author analyzed exploratory factors. The EFA results indicated that all variables were suitable for regression analysis. Therefore, the author conducted regression analysis with attitude, subjective norm, perceived behavioral control, health concerns, environment concerns, trust, and price. The research results showed that purchase intention is affected by attitude, subjective norm, perceived behavioral control, health concern, environment concerns, and price (because the trust variable was not statistically significant due to the large error).
The author used T-Test and ANOVA Oneway test to test the difference between demographic groups. The test results also showed the differences between the demographic groups in terms of some variables such as purchase intention, attitude, subjective norm, perceived behavioral control, and price.
Chapter 5