Summary of the thesis Doctor of Business Administration: Factors affecting the intent to buy organic food by Vietnamese urban consumers

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CHAPTER 1. INTRODUCTION

1.1. Reasons of research topic

Research subjects in this research is identified as: intention to buy and attitude towards behaviour in buying organic food and factors affecting attitude and intention to buy organic food of Vietnamese urban consumers. Scope of the research is in two big cities that are Ha Noi and Ho Chi Minh City, in the period from 2014 from 2018. 1.4. Research methodology and process 1.4.1 Research methodology The thesis uses a combination of both two research method that are qualitative In recent years, Vietnam food market has many alarming problems. In that situation, consumers have to find solutions to protect themselves by finding safe food for themselves and their families. The terms safe food, organic food is becoming popular and these products increasingly attract attention of Vietnamese consumers, especially urban consumers. research by in-depth interview and quantitative research by structural equation model. 1.4.2 Research process Research process is described as follows:

Results

Activities

Tools/Method s

Desk research

Overview of the research

Research gap The research model Scale

In-depth interview

It can be said that, organic food is a sector that attract attention of Vietnamese consumers due to the sustainable aspect of production and consumption (Nguyen et al., 2018), however, knowledge about organic food and buying behaviour of consumers towards these products is still not much. In addition, there is little research about organic food in Asia market (Sobhanifard, 2018) especially in the context of emerging markets (Nguyen Thi Tuyet Mai et al., 2018) including Viet Nam. Besides, some research about organic food around the world in general and in Viet Nam in particular has little mention about consumer-specific factors in different contexts. With Vietnam context has perception of modern self and perception of traditional self, these has created a blur in understanding about intention to buy organic food of Vietnamese consumers.

Qualitative research [11 consumers]

Knowledge of consumers about features and benefits of organic food Factors that hinder and motivate attitude, intention to buy organic food Model and propose new scales

Get expert advice

Questionnaire with adjusted, added scales

Qualitative research [2 organic food sales specialists + 2 experts on consumer behaviour]

Questionnaire/ Cronbach’s Alpha

Official questionnaire

Pilot quantitative research [145 consumers]

Therefore, research about behaviour in consuming organic food in Viet Nam in general, and some research has taken into account the specific factors of transition economies in particular, is an important research that aims to enrich knowledge about behaviour in consuming organic food in particular and food in general. From the above reasons, the author chooses the topic of “Factors affecting the intention to buy organic food of Vietnamese urban consumers” to be the research topic for the thesis. 1.2. Objectives of the research

Questionnaire/

Hypothesis testing results

First: to identify the impact factors and levels, dimensions of impact these factors in attitude towards buying behaviour, intention to buy organic food of Vietnamese urban consumers.

Cronbach’s Alpha; EFA, CFA, SEM

Second: to identify the specific factors of consumers in countries with transition economy, such as how perception of modern self and perception of traditional self affect their attitude towards behaviour in buying organic food.

Official quantitative research [336 consumers]

Recommendations, proposals

Third: through qualitative research, to discover, identify other specific factors, of Vietnamese urban consumers that affect their attitude, intention to buy organic food. 1.3. Subjects and scope of the research

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Figure 1.1: Research process

Source: The author 1.5. New contributions of the thesis 1.5.1. Theoretical contributions First: Found out a model matching some research about behaviour in consuming organic food of Vietnamese urban residents.

Second: Discovered a new factor, at the same time considered specific factors of Vietnamese consumers, but has not been researched much in organic food sector to create a new perspective about behaviour in buying organic food of Vietnamese urban consumers. 1.5.2. Practical contributions

First: Found out factors affecting the behaviour in buying organic food of Vietnamese consumers, from that the author proposed suggestions for enterprises in the field of organic food in strategy, marketing activities… for more effective business operations.

Second: The thesis also proposed some recommendations in management with responsible authorities to create a legal corridor, from that creating favourable conditions for organic food market to develop effectively. 1.6. Outline of the thesis The thesis is divided into 5 chapters as follows: Chapter 1: Introduction Chapter 2: Overview of research about organic food, theoretical bases, model and hypotheses Chapter 3: Research method Chapter 4: Research results Chapter 5: Discussion of research results, proposals and recommendations

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CHAPTER 2: OVERVIEW OF THE RESEARCH AND PROPOSAL OF RESEARCH MODEL Thøgersen, 2017; Zhou et al., 2013; Nguyen Thi Tuyet Mai et al., 2018). Therefore, the author decided to choose TPB to be the basis theoretical framework for the thesis. 2.1.2.2. Values Theory of Schwartz 2.1. Overview of the research on behaviour in buying organic food 2.1.1. Overall of research direction of behaviour in buying organic food of consumers

First: Considering organic food as a normal good. Authors researching about organic food usually stands on the angle of considering it a normal product. Consumers will buy organic food products when it generally meets needs on energy, nutrition, health… (Shepherd et al., 2005; Michaelidou and Hassan, 2008; Schifferstein and Ophuist, 1998; O'donovan and Mccarthy, 2002)

Second: Considering organic food as an environmental friendly product, a product in the category of green consumption, sustainable consumption… (Codron et al., 2006; Boström and Klintman, 2006; Chen, 2009; Hilverda et al., 2016; Nandi et al., 2016; Herpen et al., 2012; Cervellon and Carey, 2014; Sriwaranun et al., 2015; Shepherd et al., 2005; Stobbelaar et al., 2007) A lot of research on organic food mentioned factors that are closely related to value theory of Schwartz , such as: safety with the main representative factor is health (Schifferstein and Ophuist, 1998; Chinnici et al., 2002; Harper and Makatouni, 2002; Makatouni, 2002; Chen, 2009; Sobhanifard, 2018; Hsu et al., 2016); hedonism with factors like taste… (Magnusson et al., 2001; Stobbelaar et al., 2007; Schifferstein and Ophuist, 1998; Fotopoulos and Krystallis, 2002a); excitement with new, discoverable factors … (Chinnici et al., 2002; Fotopoulos and Krystallis, 2002b; Fotopoulos and Krystallis, 2002a); charity, benevolence with factors such as concern for animal welfare, environmental friendliness… (Thøgersen and Ölander, 2003; Hoefkens et al., 2009; Krystallis et al., 2008; Harper and Makatouni, 2002); self-direction (Stobbelaar et al., 2007). 2.1.2.3. General Theory of Marketing Ethics by Hunt-Vittel

Third: Considering organic food as a moral product (Harper and Makatouni, 2002; Sriwaranun et al., 2015; O'donovan and Mccarthy, 2002; Shepherd et al., 2005; Codron et al., 2006; Stobbelaar et al., 2007; Chen, 2007; Nguyen et al., 2018) 2.1.2. Overall of theoretical framework that has been used in research about behaviour in buying organic food of consumers 2.1.2.1. Theory of Planned Behaviour [TPB] by Ajzen in 1991

Attached to the view of considering behaviour in consuming organic food as an ethical behaviour [bringing benefits to society, environment] some researchers used the General Theory of Marketing Ethics by Hunt and Vittel to be the main basis to research. For example: the research by Honkanen et al., 2006; Dean et al., 2008; Pino et al., 2012; Michaelidou and Hassan, 2008; Arvola et al., 2008 (Honkanen et al., 2006; Dean et al., 2008; Pino et al., 2012; Michaelidou and Hassan, 2008; Arvola et al., 2008) 2.1.3. Overall of factors affecting intention to buy organic food of consumers

TPB is one of the main theories that are used by many authors as the framework in researching behaviour of consumers in general and behaviour of buying food, including organic food in particular, such as research by: Saba and Messina, 2003; Tarkiainen and Sundqvist, 2005; Chen, 2007; Gracia and Magistris, 2007; Dean et al., 2008; Arvola et al., 2008; Soyez et al., 2012; Nocella et al., 2012; Zhou et al., 2013. In which there are some research on consuming organic food based on the samples which are consumers in countries with transition economy, such as: research by Soyez et al., 2012 in 5 countries in which 2 countries have transition economy - Russia and Ukraine; research by Zhou et al., 2013 among samples which are urban consumers in Guangzhou city, China.

Therefore, it can be said that TPB is one of the theoretical framework that is widely applied to normal purchasing behaviours, also it is used much in explaining behaviour in buying organic food of research in many different countries (Arvola et al., 2008; Tarkiainen and Sundqvist, 2005; Thøgersen, 2009), including countries with developing and transition economy like of Viet Nam (Nuttavuthisit and 2.1.3.1. Important concepts Organic food Based on previous research, according to the author “Organic food is environmentally friendly food that is produced, processed and packaged with non- GM methods and materials, without using toxic chemicals, such as: plant protection drugs, herbicides, growth stimulators, fertilizers and antibiotics ...” This will be the concept that the author uses in this thesis. Intention to buy organic food Intention to conduct a behaviour is considered a set of motivational factors affecting a behaviour, intention is an indication of how much an individual tries, is willing to try to plan and execute the behaviour. (Ajzen, 1991). Therefore, intention to buy organic food is a collection of motivational factors driving consumers to buy

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organic food, it demonstrates the efforts of individuals in buying organic food.

Some research in Viet Nam, about impact of perceived behavioural control to intention to buy green products, has given results of strong impact of this factor. The research by Nguyen Thi Tuyet Mai et al. [2018] showed that, this factor strongly affects and is second, only after attitude, to intention to buy organic food (Nguyen Thi Tuyet Mai et al., 2018). From above review of some research and arguments, the author proposed research hypothesis as follows: Attitude towards behaviour in buying organic food Attitude towards a buying behaviour is defined by Fishbein and Ajzen as positive or negative emotions of the individual about performing a particular behaviour (Nguyen Thi Tuyet Mai et al., 2016). Therefore, consumer’s attitude towards behaviour in buying organic food is defined as positive or negative emotions of consumers towards behaviour in buying organic food. H3: Perceived behavioural control has negative effect intention to buy organic food of Vietnamese urban consumers. 2.1.3.2. Factors affecting attitude, intention to buy organic food of consumers and hypotheses Perception of price of organic food Factors affecting the intention to buy organic food and hypotheses Attitude towards behaviour in buying organic food

A lot of research in developed countries confirms that the high price of organic food is one of the challenges preventing consumers to buy organic food (Magnusson et al., 2001). However, some research confirm that although consumers still feels organic food is more expensive than regular food, but this seems to be not affect behaviour in buying organic food of consumers (Sobhanifard, 2018; Nuttavuthisit and Thøgersen, 2017). Therefore, to clarify the role of perception of price to consumers’ intention to buy organic food, the author proposed research hypothesis as follows: H4: Perception of price of organic food prevents the intention to buy organic food of Vietnamese urban consumers. Trust in brand and certification of organic food

Intention to buy organic food depends mostly on attitude towards behaviour in buying organic food (Nuttavuthisit and Thøgersen, 2017). The research by Vassallo et al. [2015] also has similar comments when confirm that, attitude towards behaviour in buying organic food is the strongest factor affecting their intention to buy [standardized β = .44, p < 0.05] (Vassallo et al., 2015), results of some research in Viet Nam are also similar when confirm that people with positive attitude towards behaviour in buying green [a feature of organic food] will be highly likely to arise intention to use these products (Nguyen Thi Tuyet Mai et al., 2016; Nguyen Thi Tuyet Mai et al., 2017; Pham Thi Lan Hương, 2014). From above review of some research and arguments, the author proposed research hypothesis as follows: H1: Attitude towards behaviour in buying organic food has positive effect intention to buy organic food of Vietnamese urban consumers. Subjective norm

Consumers often have expectations of organic food consumption results through their level of trust in certifications of sellers thereby affecting their attitude towards behaviour in buying organic food (Nuttavuthisit and Thøgersen, 2017) certification is a word which is always mentioned by consumers when talking about organic food (Hilverda et al., 2016). From above review of some research and arguments, the author proposed research hypothesis as follows: H5: Trust in brand and certification has positive effect intention to buy organic food of Vietnamese urban consumers. Factors affecting the attitude towards behaviour in buying organic food and hypotheses Consumers buying organic food also feel the social pressure to their consuming decisions (Nuttavuthisit and Thøgersen, 2017). Some research in developing countries, including Viet Nam also noted the impact of subjective norm to intention to buy green products (Nguyen Thi Tuyet Mai et al., 2017; Nguyen Vũ Hùng et al., 2016; Pham Thi Lan Hương, 2014). From above review of some research and arguments, the author proposed research hypothesis as follows: H2: Subjective norm has positive effect intention to buy organic food of Vietnamese urban consumers. Perception of behaviour control

Health consciousness Consumers often aware that good organic food is better for health than other normal food products, can help them prevent cancer (Nuttavuthisit and Thøgersen, 2017), therefore health is one of the main motivations that urges consumers to buy organic food (Magnusson et al., 2001; Hsu et al., 2016; Garcia-Yi, 2015; Hill and Lynchehaun, 2002). Health consciousness of organic food has positive effect to

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attitude of consumers with behaviour in buying organic food, in other words, the more people are more concerned about health, the more positive attitude they have towards behaviour in buying organic food (Nuttavuthisit and Thøgersen, 2017). Therefore, the author proposed research hypothesis as follows: Demographic factors are always confirmed by researchers to affect intention and buying behaviour of consumers, therefore in the research model the author will put these factors in to play the role of control variables. 2.3. Research model H6: Health consciousness urges Vietnamese urban consumers to have positive attitude towards behaviour in buying organic food. Perception of modern self and traditional self Environment al concern

Perception of modern self, traditional self

Health consciousne ss

Control variables: - Age - Education level - Gender - Family income

Attitude towards behaviour in buying organic food

Intention to buy organic food

Subjective norm

Perceived behavioural control

Perception of price

Trust in brand and certification

Figure 2-3: Research model

Source: from the author’s overview Perception of traditional self is defined as the extent to which an individual feel that he is consistent with standards, values and beliefs of Confucianism, popular before the transition began. In contrast, perception of modern self is defined as the extent to which an individual feels that he is consistent with standards, values and beliefs imported from developed countries after the transition (Nguyen Thi Tuyet Mai et al., 2009). People with perception of modern self tend to consume organic food products driven by personalized motives (Nguyen Thi Tuyet Mai et al., 2009), such as: products are good for health, environmentally friendly, high quality. And people with perception of traditional self are often people with a more collective tendency in life (Nguyen Thi Tuyet Mai et al., 2009), organic food consumption tends to stem from such causes: for the environment and animal welfare… (Doorn and Verhoef, 2015; Schultz, 2001). From above review of some research and arguments, the author proposed a pair of hypothesis as follows: H7a: Perception of modern self affects attitude towards behaviour in buying organic food of Vietnamese urban consumers. H7b: Perception of traditional self affects attitude towards behaviour in buying organic food of Vietnamese urban consumers. From the overview of previous research around the world as well as in Viet Nam. Based on Theory of Planned Behaviour TPB, a theoretical foundation is applied in many research about consumers’ behaviour and in food product sector (Nguyen Thi Tuyet Mai et al., 2017). The author builds the research model as above [Figure 2-3] Environment consciousness

Environment consciousness often play an important role in deciding with attitude towards behaviour in buying organic food of consumers (Schifferstein and Ophuist, 1998; Doorn and Verhoef, 2015; Honkanen et al., 2006; Magnusson et al., 2001), is always mentioned by consumers when talking of organic food (Hilverda et al., 2016). Therefore, the author proposed research hypothesis as follows: H8: The more people are more concerned about environment, the more positive attitude they have towards behaviour in buying organic food. Other factors such as: gender, education level, age, income level

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CHAPTER 3: RESEARCH METHOD

3.1. Overall research design good for the environment, good for health, consuming organic food is smart, or consuming organic food will be supported by friends and family, consuming organic food is good, is virtuous… 3.1.1. Research method

Research method is used suitable for each research period, including qualitative research with the support of Nvivo 10 software and quantitative research uses survey tool by questionnaire, in analysis the author uses structural equation model [SEM] to analyse with the support of software - SPSS23 and AMOS20. 3.1.2. Research sample This factor can be generalized on four main dimensions: the idea of clean or dirty is only relative; consumption habits have never been affected, adversely affected by non-organic products; the consequences of consuming non-organic foods are not clear because there are many reasons leading to illness, not just food; and and finally the synthesis of the above factors leading to consumers do not pay attention to whether it is organic food or not?

With qualitative research: sampling method is the target sample. The author conducts in-depth interview with 11 urban consumers, mainly living and working in Ha Noi, these objects are different in: age, gender, income, education level. Therefore, relativism factor is developed based on the concept of relativism in the field of psychology, however, old scales by Forsyth developed in 1980 is not suitable to be used for organic food sector so the author developed new scales based on key aspects analysed above, including:

Table 3-3: Relativism scale

No. Factor Encoded Content Author Rel1 Clean or dirty [food] is only relative

Rel2 With quantitative research: sampling method is convenient sample, number of samples collected in pilot quantitative research includes 145 consumers, living in Ha Noi. In the period of official quantitative research, number of samples collected is 336 consumers living in Ha Noi and Ho Chi Minh City. 3.2. Qualitative research results 3.2.1. Factors affecting behaviour in buying organic food 1 Rel3

Relativism in consuming organic food The author self- developed based on qualitative research Rel4 From the past until now, people still eat food [may be not organic] and they are all good There are many reasons leading to illness, not just food When buying food I often do not pay attention to whether it is organic food or not Qualitative research results showed that the proposed factors in the overview part affect behaviour in buying organic food, including: Perception of traditional self or modern self; perception of price; health consciousness; trust in brand and certification; environmental concern; and a new factor is “relativism”. 3.2.2. Develop new concepts and scales Source: from qualitative research of the author

In the process of qualitative research, the author identified a factor affect intention to buy organic food of Vietnamese urban consumers, temporarily named relativism. Relativism can be understood as the denial of a sure choice for the products that are considered to be more dominant. In the field of organic food, relativism can be understood as the denial of a sure choice for organic food products, not absolute, must choose organic food. This is a concept derived from the concept of “relativism” in some research about moral, defined as “the level an individual rejects universal moral rules” (Henle et al., 2005; Forsyth, 1980). Therefore, when an individual rejects universal moral rules applying for everyone, inside them will have relativism, the high and low level of relativism depends on how much they refuse to apply these rules, the higher the level of rejection, the greater the relativism. Extrapolating out, in behaviour in buying organic good, people with high relativism will refuse general conclusions that organic food is better, consuming organic food is

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3.2.8. Adjusted research model and hypothesis after qualitative research. Encoded Content No. Scale food 3.2.8.1. Adjusted research model Sn1

Perception of modern self, traditional self

Health consciou sness

Control variables: Age, Education level, Gender, Family income

Sn2 Environme ntal concern 2 Sn3 Subjective norm

Attitude towards behaviour in buying organic food

Intention to buy organic food

Subjective norm

Relativism

Author [1991]; Armitage & Conner [1999]; Nguyen Thi Tuyet Mai et al.,2018 Sn4

Perceived behavioural control

Trust in brand and certification

Perception of price

PBC1

3

Figure 3-3: Research model in adjustment plan

PBC2 Perceived behavioural control Source: consolidation from overview and qualitative research of the author PBC3* 3.2.8.2. Adjusted research hypotheses

Int1

Compared to old hypotheses, the author proposed after overview research in chapter 2, the author proposed 1 more new hypothesis based on new findings on relativism in consuming organic food of Vietnamese urban consumers. The author named this hypothesis H9, and stated as follows: 4 Int2 H9: the more relative consumers are in buying organic food, the lower their Intention to buy organic food

Int3

intention to buy organic food. 3.3. Quantitative research 3.3.1. Quantitative research periods Ms1 Quantitative research is conducted in two periods which are pilot quantitative

Ms2 research and official quantitative research. 3.3.2. Scales 5 Perception of modern self Scales after being developed, adjusted was put into the questionnaire, the set of Ms3 Ms4 scales is shown in Table 3-5 Ms5

Table 3-4: Scales used in the research

No. Ts1

6 Ts2 Encoded Att1 Att2 Perception of traditional self 1 Developed and translated to Vietnamese by Nguyen Thi Tuyet Mai et al. [2009], Nguyen Thi Tuyet Mai et al. [2018] Ts3 My family uses organic food. My friends and colleagues think I should eat organic food. Those who are important to me think that eating organic food will bring good health. I have intention to eat organic food because the society thinks it's a good choice. I believe that I have sufficient resources and capabilities to buy organic food. Buying organic food is under my control. When I want to buy, it is also not easy to buy organic food. Next time at the market, I will most likely buy organic vegetables and/or fruits. Next time at the market, I will most likely buy organic meat. Anytime possible, I often have intention to buy organic food. I like people who dress modern and trendy. In my opinion, it is important to know how to enjoy life. I like modern lifestyles. I like to try new products/services. I see the changes making life more interesting I always try to live frugally. I feel cautious when buying and using new products. I feel like it when enjoying traditional Att3* Author Adjusted from the scales of Ajzen Scale Attitude towards behaviour in buying organic Content Buying organic food is a right choice. Buying organic food is necessary. In my opinion, buying organic food is not really a smart choice.

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No. Scale Encoded Author No. Encoded Content

Scale and certification Ts4 Tru2

Author from Atkinson and Rosenthal [2014] Tru3 Ts5

Tru4 labels is reliable The features stated in organic food labels is strictly produced and censored The features stated in organic food labels comply with the law The features stated in organic food labels is true. Ev1 Source: consolidation of the author 3.3.3. Descriptive statistics of research sample Ev2

7 Environmental concern Ev3

Ev4 Developed by Schultz et al., [2004], translated to Vietnamese by Pham Thi Lan Huong [2014]

Content forms of culture and arts In my opinion it is necessary to pay attention to the evaluation of those around you about yourself. In my opinion, it is very important to follow and uphold traditional norms in social relationships. I pay attention to the decrease of environmental quality in Viet Nam. The environment in Vietnam is my top concern. I am very concerned about Vietnam's environmental protection. I always think about how to improve the quality of Vietnamese environment. I am concerned about my health.

8 Health consciousness He1 He2 He3 He4 He5 Of all samples with 336 consumers in Vietnamese rural areas, there are 213 females, accounting for 63,4%, 123 males, accounting for 36,6%. The survey subjects have age level from 17 to 76 years old, age level from 35 years old and below accounting for 61,16%. Number of people of working age with income from 18 to 60 years old accounting for up to 97%, in which the number of people with a stable income i.e. after graduating from university to 60 years old accounting for 60,4%. Education level from college / university graduate or higher accounting for up to 58.9%. The income of households in the sample is quite high, the income is above the average accounting for 75.9%, there are 2 groups of from 15 to less than 20 million and from 20 to less than 27 million [corresponding to the average income of General Statistics Office of Vietnam] accounting for up to 53.9%. Adjusted from Jayanti and Burns [1998] He6 CHAPTER 4: RESEARCH RESULTS I am very conscious of my health. I am wary of changes in my health. I often understand my health status. I am responsible for my health status. I know about my health status at different times of the day. Organic food has high price Pri1

9 Perception of price Pri2 Adjusted from Lee and Yun [2014] Rel1 4.1. Reality attitude and intention to buy organic food of Vietnamese urban consumers Table 4-1: Descriptive statistics of observed variables in the scales of attitude towards behavior and intention to buy organic food Int1 Int2 Int3 Rel2 N 10 Relativism Valid Missing Rel3 The author developed from qualitative research Att3 336 0 3.851 4 Att1 336 0 5.125 6 Att2 336 0 5.122 6 336 0 4.414 4 336 0 4.813 4 Rel4

Mean Mode Std. Deviation Skewness 336 0 4.369 4 1.3458 1.3908 1.5651 1.6071 1.6148 1.5799 -0.103 -0.495 -0.561 -0.225 -0.395 0.009 Organic food is more expensive that normal food Clean or dirty [food] is only relative From the past until now, people still eat food [may be not organic] and they are all good There are many reasons leading to illness, not just food When buying food I often do not pay attention to whether it is organic food or not The features stated in organic food Adjusted 11 Trust in brand Tru1

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0.133 0.133 0.133 0.133 0.133 0.133

Table 4-5: Rotated Factor Matrix

0.097 0.044 -0.538 -0.514 -0.611 -0.601

0.265 0.265 0.265 0.265 0.265 0.265 1 2 5 6 7 Factor 4

Std. Error of Skewness Kurtosis Std. Error of Kurtosis Minimum Maximum 1 7 1 7 1 7 1 7 1 7 1 7 Source: from the author’s investigative data

Table 4-2: Descriptive statistics of observed variables in the scales of intention to buy

organic food

3 .714 .894 .701 .738 Int1 Int2 Int3

N Valid Missing

336 0 4.414 4 336 0 4.813 4 .529 .521 .768

.712 .661 .898 .506 .779 .526 -.237

.626 .772 .657 .715 .816 .731

Mean Mode Std. Deviation Skewness Std. Error of Skewness Kurtosis Std. Error of Kurtosis Minimum Maximum 336 0 4.369 4 1.6071 1.6148 1.5799 -0.103 -0.225 -0.395 0.133 0.133 0.133 -0.601 -0.611 -0.514 0.265 0.265 0.265 1 1 1 7 7 7 Source: from the author’s investigative data Ev1 Ev2 Ev3 Ev4 He1 He2 He3 He4 He5 He6 Ms1 Ms2 Ms3 Ts3 Ts4 Ts5 Rel1 Rel2 Rel4 Pr1 Pr2 Tr1 Tr2 Tr3 Tr4 .728 .812 .825 .785 .784 .859 Source: analysis results from the author’s investigative data 4.2. Value of convergence and differentiation 4.3. Model and hypothesis testing results

Table 4-4 KMO and Bartlett’s Test testing results

Table 4-12: Suitability indicator of the model

Value Indicator Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square .801 3588.067 2.057 Chi-square/df Df 300 0.901 CFI Sig. .000 0.847 GFI Source: analysis results from the author’s investigative data 0.885 TLI 0.056 RMSEA

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Pclose 0.016 Source: analysis results from the author’s investigative data 4.3.2. Model and hypothesis testing results

Table 4-13: Research model testing results

ns

Impact Group 1

.315***

R2 = .706

.935***

ns

.191*

ns

ns

ns

ns

R2 = .737

.284** *

.453***

ns

-.188***

.139*

β, γ P-value Dependent variables Independent variables R2 of attitude 0.706 Att <--- He -0.106 0.31 Att <--- Ms 0.315 *** Att <--- Ts 0.935 *** Att -0.175 0.106 <--- Ev R2 of intention to buy 0.737 Int <--- att 0.191 0.015 Int <--- sn 0.284 0.001 Int <--- pbc 0.453 *** Int <--- Pri 0.139 0.011 Int <--- Tr -0.035 0.509 Int <--- Rel -0.188 *** Int <--- Tuoi -0.054 0.247 Int <--- Hoc_van 0.011 0.819 Int <--- TN_Gdinh 0.097 0.051 Int <--- Gioi 0.017 0.689 Source: analysis results from the author’s investigative data

Figure 4-1: Structural equation model

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CHAPTER 5: DISCUSSION OF RESEARCH RESULTS

5.1. Summary of research results signs of Western products, with Western values and beliefs. These can be motivating factors that urges people with perception of modern self to support behaviour in buying organic food.

Table 5.1: Conclusion of hypotheses

Conclusion

No. Encoded

Conclusion

No. Encoded

Fourth: Perception of traditional self has a positive effect to attitude. Currently in some research about organic food, there are no research considering this effect. According to Nguyen Thi Tuyet Mai et al. [2009], people with perception of traditional self are usually of older age, these are mostly people with rural backgrounds, they support products that are produced in traditional farming ways, therefore, they find those familiar traits in organic food products, and that is the motivation to have positive attitude towards these products.

Rejected Accepted Accepted Rejected Accepted

1 2 3 4 5

H1 H2 H3 H4 H5

Accepted Accepted Accepted Rejected Rejected

6 7 8 9 10

H6 H7a H7b H8 H9

Source: analysis results from the author’s investigative data 5.2.1.2. About factors affecting intention to buy organic food of Vietnamese urban consumers.

5.2. Discussion of results and some proposals, recommendations 5.2.1. Discussion of research results 5.2.1.1. About factors affecting attitude towards behaviour in buying organic food

First: attitude, perceived behavioural control and subjective norm. The three main factors in TPB model affect consumers’ intention to buy organic food, in which perceived behavioural control is most powerful, followed by to subjective norm and attitude.

With R2 = 0.706, it means that up to 70.6% of the change in attitude towards behaviour in buying organic food of Vietnamese urban consumers is explained by the model.

First: Environmental concern does not affect attitude. This result is not in favour with the research by authors, such as: Schifferstein and Ophuist [1998]; Doorn and Verhoef [2015]; Honkanen et al. [2006]; Magnusson et al. [2001]. However, this results are relatively consistent with qualitative research results, when people joining in-depth interview confirm that, environmental concern has little effect to their behaviour in buying organic food. Second: Perception of price does not seem to be a deterrent to intention to buy organic food of Vietnamese urban consumers is even an incentive for them to buy more. This conclusion is not in favour with the research by: Magnusson et al., 2001; Doorn and Verhoef, 2015; Hùng et al., 2016; Nandi et al., 2016. Nhưng lại is in favor with the research by: Canavari et al., 2002; Bauer et al., 2013; Fotopoulos and Krystallis, 2002b; Nguyen et al.,2018; Truong et al., 2012; Hai et al., 2013. The reason given for this action may be that they expect a higher value, commensurate with the price they pay for example to have a better health. (Nandi et al., 2016).

Second: Health consciousness does not affect attitude. This result is not in favour with qualitative research and the research by other authors, such as: Nuttavuthisit and Thøgersen.,2017; Magnusson et al., 2001; Hsu et al., 2016; Garcia- Yi, 2015; Hill and Lynchehaun, 2002. At the same time, research results is in favor with research by: Pino et al., 2012; Doorn and Verhoef, 2015.

Third: Relativism. Relativism shows consumers who refuse to buy organic food when these products get a lot of support, many experts recommend using organic food as a smart choice, an environmental choice, a moral choice. Possible reasons for relativism such as: normal products consuming experience in the past and currently not seeing any significant effects; or consumers feel that not only food but also many other causes such as habitats bring disease to them… 5.2.2. Some recommendations This is likely due to the research sample, as stated in the descriptive statistics part, is a relatively young average age sample, so the health effects are probably not their primary concern. 5.2.2.1. Some proposals for enterprises, organizations that does and will operate in organic food business

Third: Perception of modern self has a positive effect to attitude. This result is in favour with the research by Nguyen Thi Tuyet Mai et al., 2018. People with perception of modern self can feel features of organic food such as: production process, nutrition content, production standard, package, quality registration … as First: Communication messages and business activities should expand some contents such as: buying organic food is for the community; propagating production and trading of organic food is behaviour towards a sustainable environment and

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5.3.1. Theoretical contributions

keeping a clean environment for the next generation; savings by using organic food will reduce future health costs; technology, manufacturing processes, certifications, scientific evidence…

First: The research identified the positive effect of perception of traditional self to attitude towards behaviour in buying organic food, while previous research did not consider. Research results also suggest future research to consider adding adding the role of other elements of belief, characteristics of consumers in the transition economy that affect their buying behaviour, which research in this context pays little attention to.

Second: The author identified and put to the research a new factor: relativism to the model based on qualitative research, this is the mentioned concept in the field of psychology and moral philosophy but have not been studied in the field of behaviour in buying organic food. In addition to putting relativism factor into the model, the author at the same time also built a scale based on suggestions in customer interviews, and hypothesis testing results showed that this was an important prevention to intention to buy organic food of Vietnamese consumers. 5.3.2. Practical contributions

Second: about intention to buy organic food. In addition to attitude, which is one of the positive influences, consumers' intention to buy organic food is also influenced by subjective norm, perceived behavioural control, price and relativism. Therefore, enterprises should: not only focus on the group of customers who decide to buy, such as housewives but also need to expand the object of propaganda to their relatives in the family such as: children, parents ... or friends and colleagues of consumers… Besides, enterprises must find ways to remove the obstacles that consumers always encounter when using organic food, such as: shops not convenient to buy, far away; Incomplete product…Enterprises, state management agencies should actively propagate about products along with certifications and labels that meet organic food standards. Besides, it is necessary to well managed certifications, labels, limit and proceeds to remove products with fake certifications, incorrect labels, exaggerate or provide wrong information. From that, gradually improve credibility, rebuild consumers' belief about certifications, labels. Lastly, enterprises and sellers should actively propagate the benefits of organic food, along with propagate about the consequences of consuming unsafe food products so consumers have a better understanding of products, prevent relativism within consumers. 5.2.2.2. Some recommendations for management agencies

Based on the hypothesis testing results, the author proposed some solutions enterprises in the field of organic food, such as: group of solutions for Vietnamese urban consumers to have more positive attitude towards behaviour in buying organic food; group of solutions to raise the intention to buy organic food of Vietnamese urban consumers. Besides, the author also proposed a group of recommendations to state management agencies to create favourable conditions for organic food market to develop effectively. 5.4. Limitations of the research and suggestions for future research First: Management agencies should take measures to strictly control the labelling and certification, to make products when sticking these labels and granting these certifications to be really high quality products and avoid the psychological price as a measure of quality.

First: About research space, the author has only conducted research in two representative major cities - Ho Chi Minh City and Ha Noi capital. Future research should expand research scope to other provinces and cities of Vietnam.

Second: It is necessary to have sanctions that are strong enough, capable of deterring, in parallel strictly enforced in organic food sector in particular and the food and drink industry in general, so that those who do cheating will: not want to do, not dare to do and can't do, from that restore consumers' trust.

Second: About research method, the author only uses a research method which is structural equation model, together with quantitative research method which is in- depth interview. Future research should use other methods for a more general and multi-dimensional view.

Third: About independent variables in the research. There are still many other factors that the model has not included for testing the effect of attitude and intention to buy organic food such as: availability, purchasing habits, quality awareness … Third: State management agencies need to increase propaganda about awareness of environmental protection, accompanied by sanctions and penalties for behaviours that protect and destroy the environment. From that gradually raises awareness and responsibility of people towards protecting the environment, from that will promote support for behaviour in buying organic food for the environment. 5.3. Some contributions of the research

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Fourth: About product field. The thesis only research about organic food in general, future research can go into researching each aspect of the industry of organic food, such as meat, vegetables, fruits… to have a more detailed view of behaviour in buying organic food.

Fifth: The thesis uses Theory of Planned Behaviour as the original theory, this is a theory used widely, but future research should use more or use and compare with other theories, such as: value theory, ethical marketing theory, acceptance models ... to have a more multi-dimensional view.

Sixth: About sampling method. The research uses convenient sample, is a sampling method appropriate to the author's financial and time circumstances. However, also there are many researchers pointing out the remaining points of this sampling method, therefore, future research should uses add other sampling methods such as stratification ... to overcome the shortcomings.