Ý định mua thực phẩm hữu cơ - Người dùng tìm kiếm gì ở sản phẩm nông nghiệp xanh?

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Bằng sự phối hợp hiệu quả từ sản xuất đến thị trường, nông nghiệp hữu cơ và sản phẩm của nó, thực phẩm hữu cơ, có thể là một thành phần tích cực của nền kinh tế xanh. Nhóm tác giả đã tiến hành phân tích định lượng với 409 đáp viên để khám phá động cơ mua thực phẩm hữu cơ của người Việt Nam. Phân tích tải hệ số chéo và hồi quy bội cho thấy ba thuộc tính chất lượng thực phẩm hữu cơ có liên quan, đó là Lợi ích sức khỏe, Lợi ích về môi trường và Quy trình sản xuất. Mời các bạn cùng tham khảo!

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Nội dung Text: Ý định mua thực phẩm hữu cơ - Người dùng tìm kiếm gì ở sản phẩm nông nghiệp xanh?

Ý ĐỊNH MUA THỰC PHẨM HỮU CƠ - NGƯỜI DÙNG TÌM KIẾM GÌ Ở SẢN PHẨM NÔNG NGHIỆP XANH? MA. Nguyen Phuong Lien, Vu Thi Mai Linh Hanoi University Email: liennp@hanu.edu.vn Tóm tắt: Nền kinh tế xanh đã được khái niệm hóa như một phong trào hướng tới việc áp dụng các công nghệ bền vững với môi trường và tiết kiệm tài nguyên giúp giảm lượng khí thải carbon và tác động khí hậu. Bằng sự phối hợp hiệu quả từ sản xuất đến thị trường, nông nghiệp hữu cơ và sản phẩm của nó, thực phẩm hữu cơ, có thể là một thành phần tích cực của nền kinh tế xanh. Nhóm tác giả đã tiến hành phân tích định lượng với 409 đáp viên để khám phá động cơ mua thực phẩm hữu cơ của người Việt Nam. Phân tích tải hệ số chéo và hồi quy bội cho thấy ba thuộc tính chất lượng thực phẩm hữu cơ có liên quan, đó là Lợi ích sức khỏe, Lợi ích về môi trường và Quy trình sản xuất. Trong đó, Quy trình sản xuất có khả năng dự đoán mạnh nhất đối với ý định mua hàng của người tiêu dùng, tiếp theo là Lợi ích sức khỏe và Lợi ích về môi trường. Phát hiện này cho thấy các thuộc tính Cảm quan và Giá cả không ảnh hưởng đến việc ra quyết định của người tiêu dùng. Nghiên cứu mở rộng các tài liệu trước đây về thực phẩm hữu cơ ở Việt Nam và đưa ra gợi ý cho các hoạt động tiếp thị. Từ khóa: Thực phẩm hữu cơ, Chất lượng thực phẩm, Kinh tế xanh, Tiêu dùng xanh ORGANIC FOOD BUYING INTENTION - WHAT DO USERS LOOK FOR IN GREEN AGRICULTURE PRODUCTS? Abstract: The green economy has been conceptualized as a movement towards the adoption of environmentally sustainable and resource-efficient technologies that reduce carbon emissions and climate impact. With synergy from production to market, organic agriculture and its product, organic food, can be an active part of the green economy. The authors conducted a quantitative analysis with 409 respondents to uncover the motivation for Vietnamese organic food purchases. Cross-factor loading analysis and multiple regression reveal three relevant organic food quality attributes, namely Health Benefits, Environmental Benefits s, and Production Factors. Out of which, the Production factor has the strongest predictive power over consumer purchase intention, followed by Health Benefits and Environmental Benefits s. The finding indicates Sensory and Price attributes do not influence consumers' decision-making. The study extends previous research on organic food consumption in Vietnam and provides implications for marketing practices. Keywords: Organic foods, Foods quality, Green Economy, Green Consumption 373
1. Introduction The Vietnamese Green Growth Strategy 2021-30, with a vision to 2050 in October 2021 has established a strategic orientation to “develop modern, clean, organic and sustainable agriculture; raise the quality, the added value and the competitiveness of agricultural production" and promote a green lifestyle and green consumption practice (Prime_Minister, 2021). However, in Vietnam, the retail value sales of organic food and beverages were only $130 million in 2019, compared to the overall market size of $5 billion for health and wellness products (M. Nguyen, 2021). This may owe to the absence of a guiding principle on organic agriculture production to meet market demand. Mr Trần Thanh Nam, Deputy Minister of Agriculture and Rural Development stated that Vietnam must improve the quality and standard of organic foods to attract both local and international consumers (Vietnamnews, 2022). Therefore, this study aims to explore the quality factors that influence consumers' intention to purchase organic food in Vietnam and develop practical solutions to promote organic food consumption. 2. Literature Review 2.1. Product quality There is no universal definition for quality. Quality can exist in the form of product attributes, consumer perception, or information stimuli (I.e. Price, product design, etc) (Petrescu, Vermeir, Burny, & Petrescu-Mag, 2022). The cue utilization theory regards quality as an array of information cues on which consumers can base their impression about a product (Brečić, Mesić, & Cerjak, 2017; Olson & Jacoby, 1972). The satisfaction theory introduced the angle of time into quality theory by separating the occasion in which consumer would form their quality perception at pre or post-consumption stages. Grunert (2002) considered quality occur prepurchase as “expected quality”. On the other hand, Zeithaml (1988)'s concept of perceived quality posits that quality is the "consumer's judgment about a product's overall excellence or superiority" based on perceptions of what is received and what is given (post-purchase). The fact that consumers’ judgment of a product's quality is changing also implies that quality is also based on consumers' beliefs and attitudes and field of experience. Therefore, quality is both multifacet and subjective. 2.2. Food quality Food quality can be divided into intrinsic and extrinsic attributes in which intrinsic refers to attributes that are inherent to the food itself such as appearance, size, and price while extrinsic refers to the attributes that are associated but not a part of the food itself such as packaging, price, country of origin (Petrescu et al., 2022). Lago et al. (2020) argued that an attribute’s significance is dependent on the profile of the consumer and food type. As consumers' value systems, beliefs, and related food behavior are largely culture- based, it is difficult to generalize and determine which quality factors are most important for users (Schröder, 2003). 2.3. Organic foods quality Organic foods are food naturally produced to maximize the biological cycle, 374
reducing pollution and enabling animals and farmers a safe and healthy environment (Winter & Davis, 2006). The majority of study on organic food has applied the Theory of Planned Behaviour (TPB), a cognitive theory, to analyze the reason for consumers' intention to purchase the product. Theory of Planned Behaviour (TPB) is a theory that explained the consumers' intention to purchase based on two pillars: their attitude towards the product, and the social attitude towards the product (subjective norm) (Fishbein, Ajzen, & Belief, 1975). Therefore it is more fitting for predicting the consumers' organic foods choice based on their cognitive process rather than based on consumers' motivation. As such, they are less valuable for the goal of increasing the standard of organic food production. However, these researches are still included because they also analyze the consumer attitude toward the organic product and their influence on their intention to purchase. As food quality is a subjective concept, some product-related attitude constructs in TPB empirical research are useful to locate and verify the perceived quality attributes influencing organic food consumers' decisions. Generally, the key attributes that set organic foods apart from conventional foods are those related to production practice (Seyfang, 2007), nutrition level, and unique taste (Truong, Yap, & Ineson, 2012a). The key attributes of organic food quality are ecological welfare and nutritional content (Lee & Yun, 2015); health benefits, and environmental benefits (Aertsens, Verbeke, Mondelaers, & Van Huylenbroeck, 2009; Hoppe, Vieira, & Barcellos, 2013; Lee & Yun, 2015; Maloney, Lee, Jackson, & Miller-Spillman, 2014) 2.4. Research gap: The global body of research on organic food quality is still underdeveloped with few theoretical development and validation on both the general food quality attributes as well as the green/ sustainable food quality attributes(Petrescu et al., 2022). On the other hand, there is no research focusing on organic food quality factors affecting purchase decisions in Vietnam. The most relevant research applied a theoretical framework that glossed over these motivators (TPB theory). Therefore this research aims to combine all the major organic food quality attributes found in the Vietnam context and develop a framework reflecting how these factors contribute to Vietnamese users' intention to purchase organic food. 2.5. Organic food quality attributes 2.5.1. Health factors Health and safety are repeatedly identified as the strongest motivator for organic food purchases in Vietnam(Dang & Tran, 2020b; Hai, Moritaka, & Fukuda, 2013; T. M. Nguyen, Park, & Choi, 2021). This may due to the persisting food safety issues in Vietnam (Dang & Tran, 2020b; Truong, Yap, & Ineson, 2012b). In the Vietnam context, T. M. Nguyen et al. (2021) have identified food safety, health benefits, and nutritional value as the attributes predicting consumers’ organic consumption. Health factors also signify the perceived absence of chemicals and toxicity to enhance and improve consumers’ health. (Kühn, Krikser, Issa, & Profeta, 2023; Miftari, Haas, Meixner, Imami, & Gjokaj, 2022; Rodríguez‐Bermúdez et al., 2020) 375
H1: Health consciousness positively affects the purchase intention of organic foods. 2.5.2. Environmental factors Consumer purchase food for altruistic reasons (Mesić, Petljak, Borović, & Tomić, 2021) in the sense that they both consciously and emotionally purchase organic food to protect the environment. Kühn et al. (2023); (Maloney et al., 2014) (Miftari et al., 2022). However, this runs contrary to T. M. Nguyen et al. (2021) finding about Vietnamese consumers' motivation. H2: Environment benefits positively affect the purchase intention of organic foods. 2.5.3. Sensory factors Sensory appealing foods give consumers a pleasurable experience thus directly influencing purchasing intention (Lee & Yun, 2015). The sensory appeal includes factors such as taste, appearance, and freshness (Petrescu et al., 2022; Rodríguez‐Bermúdez et al., 2020) H3: Sensory positively affects the purchase intention of organic foods. 2.5.4. Production factors The use of cleaner production positively affects purchase intention, especially related to food behavior as found in (Sama, Crespo-Cebada, Díaz-Caro, Escribano, & Mesías, 2018) (Lago et al., 2020). Dang and Tran (2020b) raised the importance of product origin and producer trust as the key factors that affect Vietnamese consumers' attitudes toward traceable meat while the production process shows no effect. However, considering that traceable meat already implies a sustainable production process, it is necessary to retest the effect of this factor in a more neutral context. H4: Production positively affects the purchase intention of organic foods. 2.5.5 Price factors There is a price dimension to organic food due to the indirect ecological, social, and other costs associated with the production process. Maloney et al. (2014); Mesić et al. (2021) argued that since household income is positively related to consumers' willingness to spend more on the organic product, price is a factor influencing consumers’ purchase intention. Kühn et al. (2023) cautioned researchers about the 'perceived price barrier' that consumers face when considering organic food consumption. This is particularly relevant in Vietnam, where consumers often associate the high price of organic food with premium quality and prioritize purchasing it for their loved ones rather than themselves (Ehlert & Faltmann, 2019). Despite this attitude, price barriers can still hinder actual organic food purchases for Vietnamese consumers (Hai et al., 2013). H5: Price benefits negatively affect the purchase intention of organic foods. 3. Theoretical framework 376
Figure 1: The proposed framework 4. Sampling and methodology The study collected data from 421 respondents through a survey distributed online and in organic shops. After excluding 14 incomplete responses, 32 questions were analyzed across three sections: screening, influencing factors (health, sensory, environment, production, and price), and willingness to buy organic food. A 5-point Likert scale (1 - totally disagree, 2- disagree, 3- neutral, 4- agree and 5 - totally Agree) was used to rate responses. The data was analyzed using SPSS and Eview, including internal consistency reliability, exploratory factor analysis, and multiple regression analysis to predict consumer intentions to buy organic food based on the five influencing factors. Variables Code Items Source HEALTH HF1 OF are safer to eat than CF (Magnusson, FACTORS Arvola, Koivisto Hursti, Åberg, & Sjödén, 2001) HF2 OF have lower levels of pesticide (Truong et al., and chemical residue than CF 2012a) HF3 Can help humans to reduce the risk (Magnusson et of contracting disease (are more al., 2001) healthy than non-OF) than CF HF4 OF have more nutritional values (Truong, Yap, & than CF Ineson, 2012) SENSORY SF1 OF have better taste than CF (Magnusson, Arvola, Koivisto 377
FACTORS Hursti, Åberg, & Sjödén, 2001) SF2 OF have a better appearance than Author CF SF3 OF has a longer shelf-life than CF (Magnusson et al., 2001) ENVIRONMENTAL EF1 Use methods to improve soil (Truong, Yap, & FACTORS fertility Ineson, 2012) EF2 foods that do not deplete natural (Truong, Yap, & resources Ineson, 2012) EF3 Can help to achieve biological (Truong, Yap, & equilibrium in nature Ineson, 2012) EF4 To be produced in a sustainable (Truong, Yap, & way Ineson, 2012) PRODUCTION FF1 OF can be traced back to the origin (Dang & Tran, FACTORS 2020a) FF2 OF are produced under strict (Dang & Tran, control 2020a) FF3 OF is certificated by trustworthy (Dang & Tran, organizations over the world 2020a) PRICE FACTORS PF1 OF is more expensive than CF (Magnusson et al., 2001) PF2 OF are worth buying at a premium (Magnusson et price al., 2001) Table 1: Summary of variable constructs. 5. Data analysis 5.1. Demographic The demographic section of the data analysis provides insights into the characteristics of the respondents. Most respondents are female (73.2%). The largest age group of respondents is between 20-27, comprising 47% of respondents, while the smallest group is aged between 18-20, accounting for only 6%. In terms of marital status, single people comprise the largest group, at 42%, while 71% of respondents have received a college or university education. Additionally, 37% of respondents work in private companies, 5.2. Organic food behavior practices Most respondents know about organic food, with 90% of respondents being aware of the concept, while 79% have bought organic food. Respondents generally consider organic food safe to use, with 82% agreeing, and the majority buy organic food for the whole family, at 68%. The primary reason for using organic food is that it is safer than 378
conventional foods, with 289 answers, while reducing the risk of contracting diseases is the second reason. Other reasons include the friendliness of organic food to the environment and its potential for sustainable development. 5.3. Measurement model: All five factors, including Health, Sensory, Environment, Production, and Price factors, demonstrated high internal consistency reliability with Cronbach's Alpha levels of 0.767, 0.809, 0.790, 0.797, and 0.707, respectively. Based on these results and established standards, none of the factors should be removed from the measurement scale (Nunnally, 1978; Peterson, 1994). 5.3.1. Explanatory Factor Analysis Before conducting an Explanatory Factor Analysis, it is crucial to assess the Kaiser-Meyer-Olkin (KMO) and Bartlett's tests to determine the sampling adequacy for each variable and the complete model. KMO value of 0.911 and a statistically significant Bartlett's test (Sig.
Rotated Component Matrix Component 1 2 3 FF2 .824 FF3 .799 FF1 .745 EF4 .701 EF1 .502 .316 HF1 .807 HF2 .784 HF3 .781 SF2 .858 SF3 .856 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations. Table 2: Final Explanatory Factor Analysis results 5.3.2. Multiple linear regression Multiple linear regression was used to test if Production & Environmental Benefits, Health Benefits, and Sensory factors significantly predicted the Purchase Intention of Organic Foods. According to Table 3, the overall regression was statistically significant, (R²= 29.4%), F(3, 363) = [50.292], p < .0005). H1, H2 and H4 is accepted (p < 0.0005), H3 is rejected (p = 0.177). The estimated equation is 1.780= 0.195*HF+0.498*FF, p < .0005. 380
Table 3: Multiple regression results for HF, SF, and FF Multiple regression is re-run to produce an estimation model. (R²= 29.0%), F(2, 364) = [74.351], p < .0005). Since R² is low, the plot of regression standardized residual is conducted. Figure 2 shows that most residuals focus near the line with a small distance indicating a strong correlation between the model’s predictions and its actual results. Figure 2: Normal P-P Plot of Regression Standardized Residual Based on Table 4, the estimated equation is: Q4 = 1.737 + 0.187*HF + 0.471*FF Based on the equation, the beta-coefficients for Health factors and Production & Environmental benefit factors are both positive, suggesting a positive impact on consumer 381
intention to purchase organic food. Moreover, the beta coefficient for production factors is higher than that for health factors, indicating that the former has a stronger effect on buying intention. Table 4: Multiple regression results for HF and FF The final results support H1, H2, and H4. The final framework is illustrated as: Figure 3: The final framework 6. Discussion of findings The results of the study indicate that Health, Production, and Environment factors have a positive impact on customer's intention to buy organic foods, which is consistent with previous studies. Moreover, the study found that sensory factors, such as appearance, taste, and nutrition, did not significantly influence purchasing intention, which is in contrast to most food research. Lin, Payson, and Wertz's (1996)'s finding posited that as organic product awareness and consumption practices increase, consumers will no longer care about the difference in appearance. Therefore, the disparity in respondents' awareness, personal experiences, and geographic locations could explain these differences. The study also revealed that Production factors had the strongest influence on customers' intention to buy organic foods, although few studies have investigated this factor. The strict control in production, food traceability, and certification to ensure quality are essential factors for customers to choose organic food shops, particularly in Vietnam's food market, where food safety and ethical issues are major benefits for consumers. 382
7. Conclusion and implication. The study revealed that consumers in Vietnam are driven to purchase organic food due to their belief in the superior production process, including traceable origin, strict production control, and reliable certification. Health factors, such as safety and lower pesticide residue, also play a role in purchasing decisions. The inclusion of environmental impact as a factor in purchasing decisions is a new development, signifying a change in consumers' awareness of food consumption's biodiversity impact. However, caution is advised since the study focused on highly educated urban citizens who were already invested in green products. Interestingly, the study found that sensory factors did not significantly influence customers' purchasing decisions, indicating that customers are less influenced by peripheral cues when spending more on food. Instead, customers are motivated by the extrinsic benefits of organic food production and are willing to pay extra for these benefits. This emphasizes the importance for organic food producers to focus on their core competency of sustainable green production and improving their accreditation and periodic audit of the implementation process by reputable international institutions. To better appeal to consumers, organic food producers should highlight the health and environmental benefits of organic products as the outcome of green agriculture practices in their marketing communications. The synergy of production with market presentation will help strengthen the communication message for consumers. Overall, the study highlights the importance of meeting consumers' demand for transparency and systematic management in agriculture through both communication and practice while mitigating environmental issues caused by modern farming practices such as groundwater pollution and biodiversity loss. REFERENCE 1. Aertsens, J., Verbeke, W., Mondelaers, K., & Van Huylenbroeck, G. (2009). Personal determinants of organic food consumption: a review. British food journal (1966), 111(10), 1140-1167. doi:10.1108/00070700910992961 2. Brečić, R., Mesić, Ž., & Cerjak, M. (2017). Importance of intrinsic and extrinsic quality food characteristics by different consumer segments. British Food Journal. 3. Dang, H. D., & Tran, G. T. (2020a). Consumers value healthy eating and environmental responsibility: how negative food contexts aid decision-making. Food Science and Technology, 41, 465-475. 4. Dang, H. D., & Tran, G. T. (2020b). Explaining Consumers’ Intention for Traceable Pork regarding Animal Disease: The Role of Food Safety Concern, Risk Perception, Trust, and Habit. International Journal of Food Science, 2020, 8831356. doi:10.1155/2020/8831356 5. Ehlert, J., & Faltmann, N. K. (2019). Food anxiety in globalising Vietnam: Springer Nature. 6. Fishbein, M., Ajzen, I., & Belief, A. (1975). Intention and Behavior: An introduction to theory and research. In: Addison-Wesley, Reading, MA. 383
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