RESEARCH

PROPOSAL
Topic: Consumers’ attitudes and intentions
toward purchasing functional products in
Vietnam
 GROUP 5
Nguyễn
Đỗ Mạnh Đặng Khánh
Công Kim
Hoàng Huyền
Chi

Nguyễn
Đinh Thảo Bùi Tiến
Ngọc
Vân Long
Phương Anh

Vũ Xuân Đạt
TABLE OF 01. Introduction

CONTENT
02. Theoretical Background

03. Methodology

04. Reference
 Functional foods are becoming a
1. more trusted option for many
INTRODUCTION consumers looking to improve the
physical strength and resistance of
their family and themselves.
“Functional foods (TPCN) are foods used to
support the functions of parts of the human
body, have nutritional effects, create a
comfortable state, increase strength,
resistance, and reduce the risk of disease”
ACCORDING TO THE MINISTRY OF
HEALTH
 REASONS TO
CHOOSE THIS TOPIC

Consumer Have a tendency to Functional foods

perceptions of use as the are the fastest
functional food in innovations in food growing category
Vietnam is still science and in Vietnamese food
limited technology industry
TPB
THEORY
●Examine and evaluate which
factors affect the use of functional
food in Vietnam
CONTRIBUTION OF
RESEARCH

Improve consumers'
understanding and basic
knowledge of functional
foods
Assist pharmaceutical
enterprises
Theoretical contribution

Utilitarian eating Hedonic eating

Self-efficacy
value value
 Theoretical
02. Background
 Intention and

2.1 consumption
frequency
 Intention to perform, is a
given behavior exerts a
motivational influence on
the actual performance of
the behavior and is its
immediate antecedent
Conner
Sheeran,et2002
al., 2002

“The
Behavioral
assumption
intention
is that people
do
significantly
what they intend
predictstoeating
do and
do
behavior,
not do what
including
they do
healthy
not
intend”
eating behavior
 This
Jaccardresearch
and uses the expression
"consumption
Blanton (2014) frequency" as a proxy
for thethat
argue behavioral construct in order
to prevent any confusion about
future and past actions in TPB
Therefor, we proposed
●H1. Intention to consume
functional foods is positively
related to consumption
frequency.
Attitude
2.2
Two types of attitudes

Hedonic/affective

Utilitarian/cognitive
 The hedonic Within the
dimension is food domain,
defined by the attitude and
feelings evoked by purpose are
interacting with often linked,
products, whereas including
the The utilitarian actions against
dimension derives functional
from the functions foods
that products have
Therefor, we proposed
●H2. Attitude toward eating
functional foods is positively
related to intention.
 Hedonic and
2.3 utilitarian eating
values
Consumer choice is driven by
hedonic and utilitarian
considerations
Dhar & Wertenbroch, 2000
 Utilitarian values
considerations nutrition
had the opposite
of convenience
influence on
consumption
other health-
Olsen and&
e.g. Lusk related aspects

Tuu (2017) 2009

Briggeman, Hedonic eating values
the importance placed on sensory
increased
characteristics pertaining
consumption of
To taste convenience Pleasure
foods
 Therefor, we proposed
●H3. Utilitarian eating values are
positively associated with attitude

●H4. Hedonic eating values are

negatively associated with attitude.
 2.4
Subjective norms
 McEachan et al.,
2011
●Subjective norms reflect perceived social
pressure to display a behavior which
significantly contributes to the prediction of
intention to engage in healthy dietary
behaviors
 Providing influenced
Robinson, social eating both the
Thomas, normative
Aveyard quantity and
information Higgs,
2014
types of
food people
chose to
consume
 Therefor, we proposed
●H5. Subjective norms are positively
associated with intentions to consume
functional foods
 2.5
Perceived control over
behavior and self-
efficacy
 Research using the TPB
ability of the TPB may be improved, not only by
including self-efficacy, but rather by replacing
the PBC component with self-efficacy.

Applying separate measures of

self-efficacy and PCB
applying separate measures of self-efficacy
and PCBnegatively influences intention
 In contrast, Conner et al. (2002)
a construct combining control and self-
efficacy Measures exerts the strongest influence on
participants’ intention to eat healthily

Usually demonstrated a relatively stronger relationship

between self-efficacy and intention and self-efficacy and
attitude as compared to control
 Therefor, we proposed
●H6. Perceived control over behavior (PCB) is positively
associated with intention to consume (H6a) and consumption
frequency (H6b) of functional foods.

●H7. Self-efficacy is positively associated with intention to

consume (H7a) and consumption frequency (H7b) of
functional foods.
03. Methodology
To explore attitudes and
intentions toward purchasing
functional products, we used
both qualitative and quantitative
methods
3.1 Qualitative study
We conduct a small number of personal interviews
(20 interviewees) in Hanoi.

Interviewees

From 18
They are consumers
shopping at big markets,
To 65 were randomly selected,
and those who
volunteered
Total: 20
 consumers’
attitudes, intentions-
Objective
> functional products
in Vietnam

Interviewers 7 members

2-3 interviewees
Plan Schedule
each member

Record by phone,
Record
paper note

Big shopping
Location markets, grocery
stores
3.2. Quantitative study
 Scales and questionnaire development
Utilitarian Eating Value
Hedonic Eating value
Attitude
Subjective Norm
Perceived behavioral control
Self-efficacy
Purchase Intention
Purchase Behaviour
is measured by three items adapted from Olsen and Tuu (2017) and
inspired by Voss et al., 2003, Babin et al., 1994
is measured by three items adapted from Olsen and Tuu (2017) and
inspired by Voss et al., 2003, Babin et al., 1994
is measured by three items adapted from Chang (1998)
is measured by three items (Ajzen, 1991)
is measured by three items adapted from Chang (1998)
is measured by three items (Armitage and Conner, 1999a, Dunn et
al., 2011, Hagger and Chatzisarantis, 2005, Rhodes and Courneya,
2003b)
is measured by three items adopted from Conner et al., 2002,
Fishbein and Ajzen, 2010
is measured by three items from Ajzen (1985)
 - A convenience sample simply
includes the individuals who
happen to be most accessible to

Convenience -
the researcher.
Participants are selected based
on availability and willingness
sampling to take part
- An easy and inexpensive way
to gather initial data
- Suitable for students to get data
for their researches
 Data collection

300 Vietnamese Several supermarkets

consumers and grocery stores in
Hanoi

The age of 18 The major distributors

and 65 of functional foods
2 Teams
Approaches
consumers who are
shopping at the stores
and requests their
voluntary participation

The other team will

come and help them
with the survey
Data analyses
Structural
equation
Validity test
modeling
SEM, using
EFA
AMOS

Reliability
test
Conbach’s alpha
analysis
- Biorn ToreNystrand, Svein OttarOlsen (2020), Consumers’ attitudes
and intentions toward consuming functional foods in Norway, Food
quality and preference
AbuSabha and Achterberg, 1997
- R. AbuSabha, C. Achterberg (1997), Review of self-efficacy and
REFERENCE
locus of control for nutrition- and health-related behavior, Journal of
the American Dietetic Association, 97 (1997), pp. 1122-1132
- I. Ajzen (1991), The theory of planned behavior, Organizational
Behavior and Human Decision Processes, 50 (1991), pp. 179-211
- I. Ajzen (2002), Perceived behavioral control, self-efficacy, locus of
control, and the theory of planned behavior, Journal of Applied
Social Psychology, 32 (2002), pp. 665-683
- J.W. Alba, E.F. Williams (2013), Pleasure principles: A review of
research on hedonic consumption, Journal of Consumer
Psychology, 23 (2013), pp. 2-18
- Ajzen, I. (2002), Constructing a TPB questionnaire: Conceptual and
methodological considerations. (2002a)
- M. Conner, P. Norman, R. Bell (2002), The theory of planned
behavior and healthy eating, Health Psychology, 21 (2002), pp. 194-
201
- M. Conner, P. Sparks (2005), Theory of planned behaviour and
health behaviour, Open University Press, Berkshire, England (2005),
pp. 170-222
 Does anyone have any questions?

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