LIST OF IMAGES
Figure 2.1: Research model of Nguyen Thi Thu Hien (2016) 11
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Figure 2.2: Research model of Ngo Pham Y Uyen (2017) 13
Figure 2.3: Research model of AH Aman et al. (2012) 14
Figure 2.4: Research model of Justin Paul et al. (2012) 15
Figure 2.5: New research model 22
Figure 3.1: Research process 24
Figure 4.1: Research model after EFA factor analysis 49
Chapter 1
GENERAL INTRODUCTION
Chapter 1 - introduces the need, objectives, questions and research methodology. The object, scope and layout of the study are also presented in this chapter.
1.1. Necessity of research
Our country is in the period of industrialization and modernization. Economic development makes people's needs increasingly high, especially in the need for food and drink, which is no longer like the saying "eat well, wear warmly" but has become delicious food, dress beautifully . However, maintaining food hygiene and safety (FSH) has not been paid much attention by many people, because food is a source of nutrients and creates energy for the development of the human body. We all realize the importance of eating and drinking, which is an indispensable daily need. However, if the source of food does not ensure FHS, human health will be increasingly affected. In fact, FHS is often the source of disease and affects human health. These are unsafe foods from the production process of poor quality foods and drinks, the quality is not guaranteed and not produced according to the ingredients and production process registered with the authorities, the advertising process, the labeling is not true to the truth still happens regularly. In addition, the use of plant protection chemicals, preservatives not according to the regulations of the authorities, thereby causing environmental pollution, surrounding nature, as well as residual substances, these chemicals in the food, improper storage and use lead to food poisoning, more seriously, death. This is an issue that causes much concern among consumers and the whole society. (Propaganda on Food Safety and Hygiene, 2016).
Every year, Vietnam often organizes conferences on cancer prevention. In 2017, an international scientific conference on cancer prevention was held in Hue, organized by the Vietnam Cancer Association and the Hue Hospital.
Hue Central Hospital and Hue University of Medicine and Pharmacy jointly organized the conference. Speaking at the conference, Associate Professor, Dr. Nguyen Duy Thang, Deputy Director of Hue Central Hospital, said, “Cancer is a global health burden. It is estimated that every year, more than 12 million people worldwide suffer from cancer and 7 million cancer deaths, ranking second in total deaths after cardiovascular disease. In Vietnam, every year there are about 126,000 cancer cases, of which about 94,000 cancer deaths (according to health sector statistics). Food is also one of the causes of cancer, but there are many different causes, but mainly due to the environment, polluted water sources and unsanitary food sources containing harmful substances.” In Ca Mau province, according to the inspection results of the Department of Food Safety and Hygiene of Ca Mau province, the food safety situation for daily food products is mostly of low quality. Typically: ice 78.42%, bottled water 84.84%, vermicelli and pho 63.33%. In particular, street foods have extremely low hygiene standards, only 17.16% of the allowable quality.
In addition, with the increasingly developed social life, the level of understanding and awareness of consumers about food safety is more prioritized than ever. And in Ca Mau city with the developed socio-economic situation, it is also a place where safe food (TPAT) is consumed more than in rural areas. Although TPAT products on the market are not absent, they still do not meet the requirements of the majority of consumers, so there are still many opportunities for businesses and production and business establishments that have, are and will invest in this business field. Therefore, research on TPAT for Ca Mau province is currently an urgent issue.
In fact, there are some previous studies that have conducted research on TPAT such as: Le Thuy Huong's research conducted in Hanoi , Nguyen Thi Thu Hien's research conducted in Ho Chi Minh City, but TPAT research has not been conducted in Ca Mau province. For the above reasons, the author
The author decided to choose the topic "Factors affecting consumers' intention to buy safe food" as the topic of his master's thesis to research.
1.2. Research objectives
- Identify factors influencing consumers' intention to purchase TPAT.
- Assess the level of influence of these factors on consumers' intention to purchase TPAT.
- Provide comments and suggestions to food producers and traders in Ca Mau. Thereby improving the food safety situation in Ca Mau, improving the quality of life of consumers and improving the business efficiency of the food safety production and trading industry in Ca Mau in particular and Vietnam in general.
1.3. Research questions
(1) What factors influence the TPAT purchase intention of consumers in Ca Mau City?
(2) What is the direction of the impact of factors on TPAT purchase intention?
(3) What is the level of impact of these factors on TPAT purchase intention?
(4) What implications can be made to improve consumers' TPAT purchase intention in Ca Mau City?
1.4. Research subjects
The research object is the factors affecting the intention to buy TPAT of consumers in Ca Mau city.
1.5. Scope and duration of research
- Survey scope: TPAT consumers in Ca Mau city.
- Data was collected in Ca Mau city in stages: qualitative research from July 1, 2017 to July 15, 2017, preliminary quantitative research from August 1, 2017 to August 15, 2017, official research for 1 month from September 1, 2017 to the end of September 2017.
1.6. Research methods
The study used two methods: qualitative and quantitative research.
- Qualitative research method: conducted with in-depth interview techniques with 10 TPAT consumers in Ca Mau city. The collected data is used to adjust the research model and scale of concepts.
- Quantitative research methods
+ Preliminary research: conducted a survey of 80 TPAT consumers. Data collection method using questionnaires sent directly to consumers. The scale will be tested for reliability, measured by Cronbach's Alpha and EFA exploratory factor analysis.
+ Official research: the study collected data with a sample size of 250 subjects. The method of data collection was by questionnaires sent directly to respondents. The scale will be tested for reliability and measured by the EFA method. The research hypotheses will be tested by the multiple regression method. SPSS 20.0 software is used to process the data.
1.7. Research layout
The study is presented in 5 chapters.
Chapter 1: General Introduction: This chapter presents the need, objectives, questions and methods of the research. The object, scope and layout of the research are also presented in this chapter.
Chapter 2: Theoretical basis: This chapter presents the theoretical basis of the study of the concept of TPAT, the current status of food safety in Ca Mau, purchase intention and previous studies on TPAT purchase intention. Hypotheses will be formed and finally the research model.
Chapter 3: Research Methodology: This chapter presents the research process, scale design, sample, sampling method, data collection and data processing method.
Chapter 4: Research results: This chapter presents the results of the research including: statistical analysis of the sample and variables in the research, testing and evaluating the reliability of the scale, exploratory factor analysis EFA to adjust the research model, Pearson correlation analysis and finally multiple regression analysis.
Chapter 5: Conclusion and recommendations: presents a summary of the research results achieved and gives some recommendations. The significance, limitations of the research and future research directions of the topic are also clearly stated in this chapter.
Chapter 2
THEORETICAL BASIS
Chapter 2 - presents the theoretical basis of the study: some concepts, food safety status in Ca Mau, previous studies, purchase intention and relationships between factors. Hypotheses and research models will be formed.
2.1. Safe food
2.1.1. Concept
Food is “a product that people eat or drink in fresh or processed, preserved form. Food does not include cosmetics, tobacco and substances used as pharmaceuticals” (Vietnam Food Safety Law No. 55/2010/QH12, 2010).
Safe food is "food that does not harm human health and life."people” (Vietnam Food Safety Law No. 55/2010/QH12, 2010).
In the food market, there are many different ways to call TPAT such as: "Clean food", "Safe food". For unsafe food, there is also the term "Dirty food". The term "Clean food" or "Dirty food" is a common, popular term to talk about the quality and safety of food for human health, although this term is not accurate. The terms "Safe food", "Unsafe food" are used officially in research documents, books, newspapers and in food production and processing, as well as in quality standards, legal documents or formal transaction contracts.
According to the Department of Plant Protection, Faculty of Agriculture and Applied Biology, Can Tho University, "products and foods such as fresh vegetables include all types of vegetables we use every day such as: tubers, stems, leaves, fruits, ensuring quality consistent with their characteristics, the content of toxic chemicals and the level of contamination with harmful organisms are below the permitted standard, ensuring
Vegetables that are safe for consumers and the environment are considered safe vegetables, called safe vegetables.
According to the Center for Conformity Certification, General Department of Standards, Metrology and Quality, Ministry of Science and Technology of Vietnam, safe vegetables are regulated by the following substances contained in vegetables not exceeding the permitted standards: chemical residues, parasites and number of microorganisms, residual nitrate content, residual heavy metal content such as: lead, zinc, copper, mercury, etc.
According to the Vietnam Farmers' Association, food safety is the absence of residues of pesticides, chemicals, antibiotics that are banned or exceed the permitted limits. Does not contain biological agents that cause disease (viruses, parasites, microorganisms). Does not contain impurities (metal, glass, hard objects, etc.). Food must have a clear origin. Must be inspected, evaluated and certified for food safety by competent authorities.
From the above concepts, it can be seen that safe foods are foods that are produced, processed, and consumed under conditions that ensure that the foods do not cause harm to the health, life, or property of users.
TPAT is divided into different types. According to Rongduo Liu, Zuzanna Pieniak, Wim Verbeke (2013) “ Consumer attitudes and behaviors toward TPAT in China” , TPAT includes harmless food, green food and organic food. Former Deputy Prime Minister Nguyen Cong Tan (2010) “ Producing agricultural products and food using clean technology” said that clean food is divided into three types: harmless food; ecological food (also known as green food) and organic food.
2.1.2. TPAT Classification
The author agrees with the views of Rongduo Liu, Zuzanna Pieniak, Wim Verbeke (2013), that is, TPAT includes harmless TP, green TP and organic TP. Some views on harmless TP, organic TP, green TP are as follows: