CHAPTER I: GENERAL INTRODUCTION TO THE STUDY OF INFLUENCE
New contributions of the thesis
FACTORS FOR URBAN CITIZEN’S SAFE FOOD PURCHASE INTENTION –
AN EXAMPLE IN HANOI CITY
1.1. The study’s materiality
In Vietnamese urban areas, food safety is now an urgent matter for local consumers.
Unsafe food which spreads far and wide in the market is worrying consumers and
society. In the last period of time, our government did set forth several solutions in order
to guarantee food safety. However, those policies and solutions were not applied widely
and effectively yet. The matter of food safety should be solved based on the cooperation
between the government, processors, business units, consumers and the whole of
society. For processors and business units, selecting safe food for doing their business is
a new solution and opportunity.
All of processing and business entities in this new era want to satisfy their customers.
Satisfying customer’s demand is a challenge, and a motive also for enterprises. In order
to meet demand and desire of customers, processors and business units need to clearly
know them. Therefore, studying customer behavior becomes important. There are many
ways to approach customer behavior and study purchase intention is one of them.
According to Ajzen (1975), customer’s purchase intention is the best way to forecast
purchase behavior. So studying purchase intention may help processors, business units
and marketers to forecast their customer’s purchase intention.
In the world, there were many studies on safe food. However, in Vietnam, this kind of
study is not popular yet. In order to contribute to conclusions for Vietnamese safe food
area, I decide to choose the topic “Study on influence factors for Vietnamese urban
citizen’s safe food purchase intention – An enxample in Hanoi City” as topic for my
doctoral thesis.
1.2. Study objectives
- Building up a model of influence factors for safe food purchase intention appropriate
with conditions in Vietnam.
- Using this model of influence factors for determining that impact properties of these
factors are forward or reverse and measuring impact level to safe food purchase
intention in Vietnamese urban areas.
- Using study results on influence factors for safe food purchase intention in urban areas
in order to propose several recommendations to administrators in processing and
commercializing safe food in Vietnam.
1.3.
1.3.1. Theoretic contributions
- This thesis additionally determines several factors which clearly influence to safe food
purchase intention mentioned in previous studies. It is mass communications.
- Building up a model which includes ten factors influence to safe food purchase
intention: the care of health, awareness about quality, the care of environment,
subjective standard, awareness about product’s availability, awareness about product’s
selling prices, reference- self-worth, reference- compliance, reference – information and
mass communications.
- Verifying the study model and finding out meanings of six factors including the care of
health, awareness of quality, subjective standard, awareness of product’s selling price,
reference- information and mass communications.
- Among measuring scales inherited from previous studies, there are three ones which
are not completely appropriate with study conditions in Vietnam: the measuring scale of
subjective standard, the measuring scale of awareness about product’s selling price, the
measuring scale of reference – self-worth. This thesis helps to make these measuring
scales become more appropriate.
1.3.2. Realistic contributions
- This thesis determines factors influence to safe food purchase intention of Vietnamese
urban citizen, at the same time point out influence tendency and level of each factor,
thence, helps enterprises to have more necessary information in order to make business
decisions which develop purchase intention and increase purchasing activities made by
consumers.
- This thesis put forward proposes which may be consulted and employed by enterprises
in their business in order to control influence factors for purchase intention of consumer.
At the same time, this thesis also implies several macroscopic recommendations in
creating a favorable environment for processing, business and impulse the development
of consuming safe food.
1.4. The thesis’s composition
Chapter I: General introduction to the study of influence factors for urban citizen’s safe
food purchase intention – an example in hanoi city
Chapter II: Theorical basis and study model of influence factors for safe food purchase
intention
Chapter III: Study method
Chapter IV: Study results
Chapter V: Comments and recommendations
CHAPTER II: THEORICAL BASIS AND STUDY MODEL OF INFLUENCE
FACTORS FOR SAFE FOOD PURCHASE INTENTION
2.1. Basic concepts
2.1.1. Safe food
Safe food means food which is cultivated and processed without artificial fat substances,
insecticides, rising substances, growth substances for domestic animals and mutagenic
substances in order to guarantee output food’s integrity (Perry and Schultz, 2005;
Essoussi and Zahaf, 2008).
2.1.2. Purchase intention
Purchase intention means customer’s readiness for purchasing products (Elbeck, 2008)
2.1.3. Safe food purchase intention
Nik Abdul Rashid (2009) defines that safe food purchase intention means personal
ability and will to feel prefer safe food to normal food as considering for purchasing
2.2. Theorical basis –Theory of reasoned action (TRA) and theory of planned
behaviro (TPB)
Theory of reasoned action (TRA) was born by Fishbein and Ajzen (1975). This theory
affirms that people usually consider results of different actions before performing and
choose to perform the actions which lead to their wanted results. The best tool for
forecasting behavior is intention. Behavior is determined by behavioral intention of one.
Intention is a plan or ability of someone to perform a specific action in a certain context.
Intention represents in someone’s awareness of readiness to perform a certain action.
Action intention is the main motive which causes behavior.
Fishbein and Ajzen proposed that action intention is under the influence of attitude
about behavior and subjective standard. If someone expects and assumes that a behavior
shall bring a positive results and feels that his important people (who personally
influence to them) encourage and support them to perform this behavior, then his
intention to perform this behavior shall be formed.
Faith in action results
Attitude
Evaluating action
results
Behavioral Behavior
intention
Faith in standard of
surrounding people Subjective
standard
Motive to follow
surrounding people
Model of theory of reasoned action by Fishbeinand Ajzen (1975)
Source: Ajzen I. and Fishbein M. (1975) “Belief, attitude, intention and behavior. An
introduction to theory and research”
Theory of planned behavior is an expanded theory of theory of reasoned action
(Ajzenand Fishbein, 1980; Fishbein and Ajzen, 1975); this theory was formed based on
limit of previous theory as saying that human behavior is completely caused by their
reason’s control.
Similar to theory of reasoned action, the central factor of theory of planned behavior is
someone’s personal intention in performing a specific behavior. Intention is assumed as
motivative factor causing behavior, a indicator for the level of someone’s try, or his plan
to put how much of his try to peform a specific behavior. As a general rule, stronger
intention means bigger possibility of being performed of related behavior. Intention is
under influence of attitude and subjective standard. However, performing most of
behavior, less or more, depends on obstacle factors such as the availability of resources
or necessary opportunities. These factors represent behavior control in reality of
someone. If resources or necessary opportunities are satisfied, they will cause
performing intention and behavior will be performed. Therefore, in this new theory, its
authors assume that behavior performing intention is under influence of three factors: (1)
attitude about behavior, (2) subjective standard and (3) awareness of behavior control.
 food and subjective standard and safe food purchase intention of consumers in both
Attitude Southern and Northern areas.
about
behavior 2.3.2. Overview of study models of factors influence to safe food purchase intention in
foreign areas
2.3.2.1. The study of Anssi Tarkiainen and Sanna Sundqvist (2005)
BEHAVI INTENTI
Subjective ORAL ON The study was performed in Finland in order to examine the application of Theory of
standard INTENTI
planned behavior in the context of safe food purchase. Study results affirmed that safe
ON
food purchase intention may be forecasted by consumer’s attitude about safe food. And
consumer’s attitude about product depends on subjective standard of each people.
Additionally, this study also did not find out influence of the care of health to attitude as
Awareness well as influence of awareness of selling price and availability of product to safe food
of behavior purchase intention.
control
2.3.2.2. The study of Robin Robert (2007)
Model of theory of planned behavior by Ajzen (1991) This study was performed in China in order to find out characteristics in safe food
purchase behavior of local citizen. Conclusions are that consumers usually purchase
Source: Ajzen (1991) The theory of planned behavior. Organizational Behavior and
products as a group and influence of doing consultation each other within a group is
Human Decision Processes
significant. Consumers usually carefully read brands before purchasing, but they do not
2.3. Overview of study models of factors influence to safe food purchase intention care to much to advertising materials.

2.3.1. Overview of study models of factors influence to safe food purchase intention in
domestic areas
2.3.1.1. The study of Truong T. Thien and Matthew H. T. Yap (2010)
This study is in order to point out and analysis awareness of potentila consumers in
Vietnam of safe food. Results are as followings: age influences to safe food purchase
potentiality of potential consumer in Vietnam, awareness of health and safety do also.
Gender does not influence to purchase potentiality, however, female consumers give
their appreciation more for safe food. Vietnamese are not sensitive to prices of safe food,
because they appreciate quality.
2.3.1.2. The study of Nguyen Phong Thuan (2011)
This study was performed in order to learn the relationship between several factors and
safe food purchase intention of Vietnamese in Hanoi and Ho Chi Minh City. Study
results pointed out that there is a obviously relationship between influence of factors of
attitude about environment, awareness of value, the care of health, knowledge about safe
2.3.2.3. The study of Bo Won Suh, Anita Eves and Margaret Lumbers (2008)
This is a study performed in Korea in order to inspect the relationship between
awareness of Korean consumers of safe food and their intention to purchase them. The
study concluded that consumers intend to purchase safe food because as believing that
they shall help to strenghthen health. However, consumers believe that it is not easy to
purchase safe food becasue of high prices, low availability and their low confidence in
food quality.
2.3.2.4. The study of Sudiyanti Sudiyanti (2009)
This is a study about applying of theory of planned behavior in safe food purchase
intention of Indonesian females. Study results affirmed definitely about influence of
factors in theory of planed behavior’s model. Besides, the author also found out the
factor of knowledge about environment is the one may be used for directly forecast safe
food purchase intention. The study also asserted that among studied factors, subjective
standard is the most important factor in forecasting safe food purchase intention.
2.3.2.5. The study of Jay Dickieson and Victoria Arkus (2009)
The study was performed by quantitative method in order to measure influence of
several factors to purchase intention of safe food consumers in England. Study results
pointed out that the care of health, awareness of quality, confidence in safe food brands
and the care of safe food are all forward influence to purchase intention of consumers.
Price is not the factor which prevents product purchase intention.
2.3.2.6. The study of Victoria Kulikovski and Manjola Agolli (2010)
This is a study which measured influence of several factors to safe food purchase
intention of consumer in Greece. The study found out that safe food purchase intention
of Greek consumers is mainly influenced by factors of awareness of quality, the care of
food safety and awareness of value. Besides, the care of health, the care of ethics, selling
price and confidence in brands do not present their influence to these consumers.
2.3.2.7. The study of A.H. Aman, Amran Harun and Zuhal Hussein ( 2012)
The study was performed in order to learn about influence of knowledge about
environment and the care of envirnment to attitude, thence influence to safe food
purchase intention of Malaysian consumers. The study found out the knowledge about
environment and the care of environment obviously influence to safe food purchase
intention.
2.3.2.8. The study of Justin Paul and Jyoti Rana (2012)
The study was performed in India in order to learn about influence of factors of
household members, health benefit, availability of safe food to safe food purchase
intention of local ecological consumers. The study presented following conclusions:
Consumers wih higher education level and position tend to purchase more safe food.
Healt benefits play an important role in making decision of safe food purchase. And the
unavailability of safe food is the main obstacle to safe food purchase intention.
According to overview, we can say that studies in differenct countries presented
unsimilar results. There are factors which are important in this study context but not in
other one. Therefore, it is necessary to have more other studies in order to contribute to
conclusions in this area.
Vietnam is a country with specific characteristics of limiting institution and law
environment, low economic development level, insufficient and unclear information
about market and information, new developing safe food industry which does not have a
solid position in domestic market. In this context, results of previous studies are not
enough to explain Vietnamese consumer’s behavior. Therefore, I want to perform this
study in Vietnam in order to re-affirm previous study results in the particular study
context of our country, consider whether studied factors have the same influence to safe
food consumer in Vietnam.
Previous study models were built up based on the care of authors and being appropriate
with different specific study context. However, these study models, according to me, are
not completely appropriate with conditions in Vietnam because of specific
characteristics of Vietnam. Therefore, I want to present more new independent variables
which are more appropriate with Vietnam in this study. For example, Vietnamese
culture is Confucianism culture, therefore, influence of reference group may be needed
to be re-considered while previous studies did not attach special importance to this
factor. Building up a new model with appropriate influence factors shall help to better
explain safe food purchase intention of Vietnamese consumers and contribute new
conclusions to the study area of safe food in the world.
From above analysis, I decide to perform my study in order to learn about influence
factors which are most appropriate and significant and overcome limits of previous
studies in the study conditions in Vietnam.
2.4. The study model, suppositions and measuring scales
Based on theory of planned behavior of Ajzen (1991) and results of previous studies (as
presented above), I propose significant influence factors in Vietnamese context. They
are: (1) the care of health, (2) awareness of quality, (3) the care of environment, (4)
subjective standard, (5) awareness of product availability, (6) awareness of prouduct
selling price, (7) reference group and (8) mass communications.
The relationship between above independent variables and dependent variables of safe
food purchase intention shall be examined in the conditions of presence of controlled
variables. The reason causing presence of these variables as controlled ones is that
according to my overview from previous studies, these ones have a statistical
relationship with independent variables. In order to guarantee close level of the model, I
present four variables of household member including: (1) Age, (2) Gender, (3)
Education level, (4) Income.
All of variables and relationship between them are as following
 The care of health care of environment is quoted from the study of Gi l J. M., Gracia A. and Sanchez M.
(2000).

Awareness of quality SAFE -Subjective standard

FOOD
PURCHASE Subjective standard is defined as awareness of human of how to appropriately behave to
The care of environment INTENTION social demands (Ajzen, 2002). The measuring scale of subjective standard is quoted
from the study of Ajzen (2002a).
Subjective standard
- Awareness of product availability

Awareness of product availability

Presence of safe food in supermarket chains, traditional retail stores did increase the
ability to approach consumers of product (Dettmann and Dimitri, 2007). The measuring
scale of Awareness of product availability is quoted from the study of Anssi Tarkiainen
Awareness of product selling price
and et al. (2005).
- Awareness of product selling price
Reference group Age, gender,
education level, Price is the amount of money payable by a buyer to own a product or have a service
income
(Philip Kotler and et al., 2001). Consumers usually have an awareness that price of safe
Mass communications
food is higher than normal food (Magnusson and et al., 2001). The measuring scale of
Awareness of product selling price is quoted from the study of Victoria Kulikovski and
The thesis’s study model
Manjola Agolli (2010).
-The care of health
- Reference group
Consumers who care about their health are the ones who clearly know about their health
Reference group is defined as clearly influence of an individual or a group in reality or
status and worry about their health benefits. They are willing to do what it takes to
in imagination to evaluation of someone, his inspiration or behavior. Reference group
maintain good health and strengthen their health and living quality. (Kraft and Goodell,
influences to someone from three angles (Park and Lessig, 1977). The measuring scale
1993). The measuring scale of attention to health extracted from the study of Oude
of this independent variable is quoted from the study of the same authors.
Ophuis (1989)
- Mass communications
-Awareness of quality
Schultz and Lauterborul (1993) defined mass communications is any opportunity to let
Awareness of food quality is consumer’s knowledge and faith about good quality of
readers, watchers, hearers to hear or see a message through communication medium.
food based on natural expression such as stature, color, size… and outside expressions
The measuring scale of mass communications is of Wray Ricardo J. Wray (2005).
such as price, brand, origin, selling places… (Olson, 1977). The measuring scale of
awareness of quality is quoted from the study of Woese K, Lange D, Boess C, Bogl KW Study suppositions:
(1997).
H1: The more being interested by consumers in their health, the more having intention
-The care of environment to purchase safe food they do.
Kalafatis Pollard, East and Tsogas (1999) described the care of environment is H2: The awareness that safe food is higher quality food shall develop safe food
awakening and awareness of consumers about the fact that our environment is now purchase intention.
threatened, natural resources are now becoming exhausted. The measuring scale of the
H3: The being interested by consumers in enviroment, the more having intention to
purchase safe food they do.
H4: Subjective standard influences to safe food purchase intention.
H5: The more awareness by consumers that safe food is available in the maket, the more
having intention to purchase safe food they do.
H6: The awareness of product selling price influences to safe food purchase intention.
H7: Reference group influences to safe food purchase intention.
H8: Mass communications influences to safe food purchase intention.
CHAPTER III: STUDY METHOD
3.1. Designing the study:
3.1.1. Study method:
The study process is performed through three steps which are qualitative study,
preliminary quantitative study and formal quantitative study.
Qualitative study is performed by deeply interviewing several consumer objects and
several experts in safe food area and marketing lecture area. Study results help me to re-
adjust the model, measuring scales and have new discoveries. Then re-adjust questions
in questionnaire before performing quantitative study and formal model examination.
Preliminary quantitative study is performed within 80 consumer objects by survey
method. Collected data is used to evaluate reliability of measuring scales before carrying
out formal study on large scale.
Formal quantitative study is performed within 763 consumer objects by survey method.
Collect data is used to re-evaluate measuring scales, analyze factors, analyze
interrelation and examine the model as well as study method by multiple regression
method with support of SPSS software, version 18.
3.1.2. Study sampling
Sampling in this study is carried out by layered random sampling method. According to
this method, I divide the total into groups based on geography criterion. Each group is a
inner district. (Because of conditions of space, time and fund, I do not collect samplings
from suburban districts). Inner districts are studied include 7 (seven) ones: Dong Da,
Hoan Kiem, Ba Dinh, Hai Ba Trung, Tay Ho, Thanh Xuan and Cau Giay. In each
district area, I determine supermarkets, traditional markets and residential quarters, then
selecting consumers to survey within them.
3.2. Qualitative study results
- 05 within 06 consumers who are asked could not see the relationship between the care
of environment and safe food purchase intention.
- 01 consumer does not admit that subjective standard has influence to safe food
purchase intention.
- Remaining factors: the care of health, awareness of quality, awareness of product
availability, awareness of product selling price, reference group and mass
communications are agreed by all of interviewed objects to have relationships with safe
food purchase intention.
Among people who are asked, there is 70% of them assume that the care of health is the
most important factor which influences to safe food purchase intention. 20% of them
assume that quality of safe food is most important, because they believe that safety
labeled food sometimes does not safe enough, so the only purchase safe food if they
know exactly its real quality. 10% of them assume that the most important one is
reasonable price which develops safe food purchase intention.
The group also suggests modifying several terms and contents of related questionnaire.
3.3. Preliminary quantitative study results
Measuring scales of the care of health, awareness of quality, the care of environment,
mass communications, purchase intention have Cronbach Alpha factor and general
variable correlation coefficient which meets demands to perform following analysis.
Measuring scales of subjective standard, awareness of selling price, reference group
have general variable correlation coefficient of CM4, GB4, TK4 < 0.3. Therefore, I
decide to reject these observing variables from measuring scales of them.
3.4. Formal quantitative study
After collecting answers, I carry out to select answers, clean data, encrypt necessary
information from selected answers, do data entry and analyze these data by SPSS
software, version 18 according to following steps:
(1) Doing statistic of collected data description by comparing frequency between
different groups based on controlled variables
(2) Evaluating measuring scales
- Testing value of measuring scales by EFA factor method
- Evaluating reliability of measuring scales
(3) Analyzing multiple regression model
2 1974). So, we could conclude that the factor is appropriate with available data. By the
- Evaluating coherence of multi-variable regression model by index R
- Evaluating signification of the model by F test
- Inspecting supposition on multicollinearity phenomenon
- Determining tendency and influence level of independent variables to dependent
variables
(4) Comparing groups produced controlled variables
CHAPTER IV: STUDY RESULTS
4.1. Statistic of studied sample description according to controlled variables
- Gender: 585 females, making up 76.8% of sample number; 177 males, making up
23.2%.
- Age:From 18 to 25 including 129 people, making up 16.9%, number of people who
are 26 to 35 years old is the most (409 people), making up 53.7%. From 36 to 54 is the
second big group (208 people) with 27.3%. From 55 and older includes 16 people,
making up 2.1% only.
- Education level:There are 191 people with education level of under high school,
making up 25.1%. The number of high school education level in sample number is 183,
making up 24%. The number of college or university education level is 264 people,
making up 34.6%. The group of education level of master or doctor makes up 16.3%
with 124 people.
- Income: The group has income under 5 million dong makes up a quite rate of 29.9%
(228 people). The group with highest rate including 320 people is the one with income
of 5 million dong to 7.5 million dong, making up 42%. The group with income from 7.6
million dong to 10 million dong includes 116 people, making up 15.2%. Income level of
10.1 million dong to 12.5 million dong includes 48 people, making up 6.3%. There are
21 people have income from 12.6 million dong to 15 million dong, making up 2.8%.
Only 4 people who earn from 15.1 million dong to 17.5 million dong, making up 0.5%.
The group with income from 17.6 million dong to 20 million dong includes 14 people,
making up 1.8%; and the group of above-20-million-dong income includes 11 people,
making up 1.4%.
4.2. Evaluating measuring scales
4.2.1. Testing value of measuring scales.
Results show that KMO = 0.826 which meets the condition of KMO > 0.5 (Kaiser,
same way, test result Barlett shows that p = 0.000 < 5%, which means variables have
relationship with each other and meet conditions to analysis factors by EFA
examination.
Results show that from 42 observing variables, we can extract 10 factor groups. Total
variance which is explainable as extracting factor groups is 63.895% (>50%).
EFA results of the care of health, awareness of quality, the care of environment,
subjective standard, awareness of product availability, awareness of product selling
price, mass communication show us that measuring norm of each independent variables
is loaded in a factor. All of load coefficients meet defined standards and show that
observing variables have significant relationships with each factor.
As for EFA result for reference group shows that load measuring norms for three
different factors corresponding with three aspects in reference group’s concept.
Therefore, these are three independent factors which present three different categories of
a concept.
- The factor with observing variables TK1, TK2, TK3, TK4 which presents the influence
of reference group related to self-worth expression (the influence related to an individual
who wants to enhance his self-worth in the others’ eyes) is called reference – self-worth.
- The factor with observing variables TK5, TK6, TK7, TK8 which presents the influence
of reference group related to compliance of consumer (an individual complies with other
individual or group because they aware that other individual or group could give him
award or penalty. He knows that his behavior may be seen by others, and encourages to
take award and avoid penalty) is called reference – compliance.
- The factor with observing variables TK9, TK10, TK11, TK12, TK13 which presents
the influence of reference group related to information of consumers (an individual is
under influence of others related to information because these information may increase
his knowledge and raise his adaptability with several aspects of environment) is called
reference – information.
Preserving encrypted symbols for observing variables as beginning.
4.2.2. Evaluating reliability of measuring scales
Results of evaluating reliability of measuring scales show that: both Cronbach Alpha Hypothesis 5 (H5): The more awaring by consumers that safe food is available in the
value and total variable correlation coefficient meets standards. Therefore, these are market, the more having intention to purchase safe food they do.
good measuring scale with close correlation with each others in order to measure
independent and dependent variables. All of these measuring scales guarantee reliability Hypothesis 6 (H6): The awareness of product selling price influences to safe food
purchase intention.
and may be used for following analysis.
Hypothesis 7 (H7): Reference related to self-worth influences to safe food purchase
From above results of evaluating measuring scale, I re-adjust the model as followings:
intention.
The care of health Hypothesis 8 (H8): Reference related to compliance influences to safe food purchase
intention.
Awareness of quality
Hypothesis 9 (H9): Reference related to information influences to safe food purchase
The care of environment intention.
Hypothesis 10 (H10): Mass communications influences to safe food purchase intention.
Subjective standard
SAFE FOOD
PURCHASE
4.3. Testing study hypotheses
Awareness of product availability
INTENSION
4.3.1. Testing correlation coefficient
Awareness of product selling price
Test results show that most of values of correlation coefficient between independent and
dependent variables have significant at the level of 99%. Only two independent
Reference- Information
valuables of the care of environment and awareness of product availability show no
significant correlation with dependent variable of purchase intention. Relating to this
Reference- Compliance
Gender, age, education relationship, I shall re-test in the section of following Regression analysis.
level, income
Reference- Self-worth 4.3.2. Testing hypotheses and regression analysis
4.3.2.1. Results of regression analysis according to the first model
Mass communications
Results show that adjusted value of coefficient R2 is 0.110, which means the
Adjusted study model appropriation of the model with controlled variables is reasonable. So, controlled
variables Gender, Age, Education level and Income may explain 11% of change of Safe
Then, adjusted suppositions are as followings: food purchase intention.
Hypothesis 1 (H1): The more being interested by consumers in their health, the more Results of F test show that F value = 24,585, sig value = 0.000. So, this relationship
having intention to purchase safe food they do. guarantees reliability with an allowed level of 5%. Therefore, we could conclude that
controlled variables which influence to Safe food purchase intention of consumers and
Hypothesis 2 (H2): The awareness that safe food means higher quality food shall
multiple linear regression models are appropriate with the data set and may be used.
increase safe food purchase intention.
Test results of mutilcollinearity phenomenon show that variance inflation factors VIF of
Hypothesis 3 (H3): The more being interested by consumers in environment, the more
controlled variables presented in analysis of the first model are all < 2. Therefore,
having intention to purchase safe food they do.
multicollinearity property of controlled variables is insignificant and variables in the
Hypothesis 4 (H4): Subjective standard influences to safe food purchase intention. model may be accepted.
Results of regression analysis show that all of four controlled variables influences to
Safe food purchase intention because of Sig value < 0.05. The relationship between
controlled variables in model 1 and Safe food purchase intention shall be presented in
following regression equation:
Y1 = 3,635 + 0,122X1 + 0,325X2 – 0,152X3 + 0,292X4
Where:
Y1: Safe food purchase intention
X1: Gender
X2: Age
X3: Education level
X4: Income
The regression equation shows that the normalized Beta coefficient of Gender and Age
and Income > 0, which means these variables forwardly influence to dependent
variables. Normalized Beta coefficient of Education level < 0 shows that this controlled
variables reversely influences to Safe food purchase intention. Therefore, according to
above equation, as 1 unit of Safe food purchase intention increases, there must be a
positive resonance of 0.122 of Gender and 0.325 of Age, and negative resonance of
0.152 of Education level, and positive resonance of 0.292 of Income.
4.3.2.2. Results of regression analysis according to the second model
Results show that adjusted value of coefficient R2 of second model is 0.359, which
means the appropriation of the model with controlled variables is reasonable. So,
significant independent variables and significant controlled variables may explain 35.9%
of change of Safe food purchase intention.
As comparing model 2 and model 1, we can see that controlled variables may explain all
by themselves 11% of change of dependent variables, but in the case of combining with
independent variables, they may explain up to 35.9% of dependent variables. This shows
us that independent variables presented in the study model are significant and help to
explain more 24.9% of change of Safe food purchase intention.
Results of F test show of model 2 that F value = 31.472, sig value = 0.000. So, this
relationship guarantees reliability with an allowed level of 5%. Therefore, we could
conclude that controlled variables which influence to Safe food purchase intention of
consumers and multiple linear regression models are appropriate with the data set and
may be used.
Test results of mutilcollinearity phenomenon of model 2 show that variance inflation
factors VIF of controlled variables presented in analysis of the first model are all < 2.
Therefore, multicollinearity property of controlled variables is insignificant and
variables in the model may be accepted.
Regression analysis results also shows that:
- Sig value of the care of health factor < 0.05, so we could accept hypothesis H1. It is
appropriate to affirm that the more being interesed by consumers in their health, the
more having intention to purchase safe food they do.
- Sig value of awareness of quality factor < 0.05, so we could accept hypothesis H2. It is
appropriate to affirm that the awareness that safe food means higher quality food shall
increase intention to purchase safe food.
- Sig value of the care of environment factor < 0.05, so we could accept hypothesis H3.
It is appropriate to affirm that the more being interesed by consumers in environment,
the more having intention to purchase safe food they do.
- Sig value of subjective standard factor < 0.05, so we could accept hypothesis H4. It is
appropriate to affirm that subjective standard influences to safe food purchase intention.
- Sig value of the awareness of product availability factor > 0.05, so we could reject
hypothesis H5. There is no basis to affirm that the more awaring of safe food availability
in the market consumers do, the more they have intention to purchase.
- Sig value of awareness of product selling price factor < 0.05, so we could accept
hypothesis H6. It is appropriate to affirm awareness of product selling price shall
influence to safe food purchase intention.
- Sig value of reference – self-worth factor > 0.05, so we could reject hypothesis H6.
There is no basis to affirm that reference related to self-worth may influences to safe
food purchase intention.
- Sig value of reference – compliance factor > 0.05, so we could reject hypothesis H7.
There is no basis to affirm that reference related to compliance may influences to safe
food purchase intention.
- Sig value of reference - information factor < 0.05, so we could accept hypothesis H8. It
is appropriate to affirm that Reference related to information influences to safe food
purchase intention.
- Sig value of mass communications factor < 0.05, so we could accept hypothesis H9. It positive resonance of 0.246 of Income, 0.157 of the care of health, 0.129 of awareness of
is appropriate to affirm that mass communications influences to safe food purchase quality, 0.270 of subjective standard, 0.105 of awareness of product selling price, 0.083
intention. of reference – information and 0.044 of mass communications.
Above results do answer the second question on which factor influences to safe food Results of regression analysis
purchase intention of citizen in Vietnamese urban areas. It affirms that within 10 studied
factors, there are 6 ones of the care of health, awareness of quality, subjective standard, Model 1 2
awareness of selling price, reference related to information and mass communications Valuables Beta Beta
influence to safe food purchase intention of citizen in Vietnamese urban area. The
Controlled valuables
relationship between dependent and independent and controlled variables shall be
expressed in following linear regression equation: Gender **0.122 *0.079
Y2 = 0,820 + 0,079X1 + 0,173X2 - 0,107X3 + 0,246X4 + 0,157X5 + 0,129X6 + 0,270X7 Age ***0.325 ***0.173
+ 0,105X8 + 0,083X9 + 0,044X10 Education level ***-0.152 **-0.107
Y2: Safe food purchase intention Income ***0.292 ***0.246
X1: Gender Main independent valuables
X2: Age The care of health ***0.157

X3: Education level Awareness of quality 0.129

X4: Income The care of environment ***0.005

Subjective standard ***0.270
X5: The care of health
Awareness of product availability 0.022
X6: Awareness of quality
Awareness of selling price ***0.105
X7: Subjective standard
Reference-self-worth -0.010
X8: Awareness of product selling price
Reference-compliance -0.004
X9: Reference - information Reference-information ***0.083
X10: Mass communications Mass communications **0.044
The regression equation shows that normalized Beta coefficients of controlled variables
of gender, age, income are > 0, which means these variables concurrently vary with
Adjusted R2 0.110 0.359
dependent variables. Normalized Beta coefficient of education level is < 0, which means
this variable reserve influences to dependent variables. Normalized Beta coefficients of F 24.585 31.472
independent factors are all > 0, which means independent variables concurrently
N 762 762
influence to safe food purchase intention. So, according to above equation, as 1 unit of
Safe food purchase intention increases, there must be a positive resonance of 0.079 of *p=<0.05; ** p=<0.01; ***p=<0.001
Gender and 0.0.173 of Age, and negative resonance of 0.107 of Education level, and All of correlation coefficient are normalized
4.4. Comparing influence of groups of each controlled variable to safe food
purchase intention
-Gender:Having not enough basis to conclude the difference in safe food purchase
intention between Male group and Female group of controlled variables of Gender.
- Age: There is difference in variance between groups of age. Therefore, it is not enough
to satisfy assumption of One way Anova test, and we could not use Anova analysis
results.
- Education level:Concluding that there is difference in safe food purchase intention
between groups of different education level. The group of Under high school has highest
intention to purchase safe food, the next one is College/ university graduate group,
followed by High school graduate group. The group of Master/ Doctor has lowest
intention to purchase safe food.
- Income:There is difference in variances between groups of age. Therefore, it is not
enough to satisfy assumption of One way Anova test, and we could not use Anova
analysis results.
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
5.1. Conclusions
According to real status of food safety matter in Vietnam’s context while studies on this
matter are not so many, I decide to perform this thesis in order to learn about influence
of several factors to safe food purchase intention, help administrators to have more
conclusions to making decisions to impulse safe food purchase intention of consumers in
Vietnamese urban areas. At the same time, this study also contributes in theoretical
aspect with new discoveries as learning about safe food purchase intention in specific
conditions, situations of business environment in Vietnam.
Based on development of theory of planned behavior’s model by Fishbein and Ajzen,
and consulting previous studies related to this matter, I use two methods of qualitative
and quantitative study to performing this study. Study results are as followings:
(1) There are 10 factors built up in the model: the care of health, awareness of quality,
the care of environment, subjective standard, awareness of product availability,
awareness of product selling price, reference-self-worth, reference-compliance,
reference-information and mass communication. Study results determine 6 factors which
influence to safe food purchase intention, including: the care of health, awareness of
quality, subjective standard, awareness of product selling price, reference-information
and mass communications.
(2) Test results of study hypotheses are as followings:
- Hypothesis H1 is accepted, which affirms that the more being interested by consumers
in their health, the more having intention to purchase safe food they do.
- Hypothesis H2 is accepted, which affirms that the more awaring by consumers that
safe food means higher quality foods, the more increasing in their safe food purchase
intention.
- Hypothesis H3 is rejected, so there is not enough basis to affirm the care of
environment may influence to safe food purchase intention.
- Hypothesis H4 is accepted, which affirms that subjective standard influences to safe
food purchase intention.
- Hypothesis H5 is rejected, so there is not enough basis to affirm awareness of safe food
availability in the market may increase consumer’s purchase intention.
- Hypothesis H6 is accepted, which affirms that awareness of selling price influences to
safe food purchase intention.
- Hypothesis H7 is rejected, so there is not enough basis to affirm reference related to
self-worth may influences to safe food purchase intention.
- Hypothesis H8 is rejected, so there is not enough basis to affirm reference related to
compliance may influences to safe food purchase intention.
- Hypothesis H9 is accepted, which affirms that reference related to information
influences to safe food purchase intention.
- Hypothesis H10 is accepted, which affirms that mass communications influences to
safe food purchase intention.
(3) Influence tendency of studied factors to safe food purchase intention are all
forwardly because of β coefficients of independent variables in regression equation are
positive. Therefore, as these factors increase, safe food purchase intention of consumers
also does.
Influence level of each factor is different. Where subjective standard has strongest
influence to safe food purchase intention, followed by the care of health. Mass
communications has minor influence.
5.2. Proposes and recommendations 5.3. Limits of the study and suggestions to next studies
5.2.1. Proposes to administrators 5.3.1. Limits of the study
(1) Carrying out consulting programs relating to nutrition, health strengthening in order - This thesis only studies influence of several factors to safe food purchase intention, but
to enhance the care of health and knowledge of consumers about health matters related in reality, there are other factors may influence to this dependent variable.
to food.
- Study scope is in Hanoi city only, and then generalizing to other urban areas in
(2)Presenting high quality food which meets safety standards according to regulations of Vietnam.
government and is appropriate with consumer’s demands.
5.3.2. Suggestions to next studies
(3) Forming in the society a general trend relating to safe food consuming through
From study results of this thesis, next studies may be performed according to following
communications activities. Then directing to consume food correctly and safely.
approaching ways:
(4) Using public communications medium to truly communicate about food products,
- Presenting other factors to your studies related to influence to safe food purchase
then building up faith of consumers and increasing their purchase intention.
intention.
5.2.2. Macroscopic recommendations
- Expanding study scope in a larger geography area.
(1)It is necessary to have communications programs in order to propagandize laws,
- Continuing with the relationship between purchase intention and purchase behavior in
make legal documents approach food processors and businesses as well as consumers,
safe food area.
concretize these regulations for various product industries, areas and applied objects.
(2)It is necessary to promote more and more inspection, controlling and administration
activities related to processing and trading safe food.
(3) Enforcing policies which may socialize activities of inspection related to food safety.
Assigning responsibility and authority of inspection in various levels in order to
decrease time and fund pressure, at the same time increase initiative of organizations,
agents in administrating food safety.
(4)Supporting and encouraging processing, trading safe food. Expanding areas of clean
greens and domestic animal and bird breeding; supporting enterprises to safely
cultivation related to standard cultivation processes, environmental treatment in central
breading areas.
(5)Putting forward programs of propagandizing, popularizing knowledge about
environment related to safe food processing and consuming. Then enhancing knowledge
of consumers and strengthening sense of environment protect through safe food
consuming activities.