臺灣博碩士論文加值系統

There is a growing trend to look for safer food among the young generation in Vietnam in response to the rapid transformations threatening the living environment and quality of life. The organic vegetable market is gradually expanding according to the trend of rejuvenating young customers. However, the decision-making process of young consumers toward organic food choices remains unknown. Moreover, the recent research results are inconsistent among North and South Vietnam consumers. Therefore, the research was designed by adding external factors from previous studies on the context of organic food consumption behavior into the extension of the Theory of Reasoned Action which aims to: first, examine which factors can influence the purchase intention of young consumers toward organic vegetables in Vietnam; and secondly to examine the difference in the impact of influence factors on purchase intention between young consumers in the north and the south of Vietnam. This study focuses on the young generation in Vietnam, who are from 18 to 33 years old (the national average) and are university students. Data was collected in Hanoi City and Ho Chi Minh City from September to November 2022 using a convenience sampling method. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to explore which factors significantly impact young consumers toward organic vegetables in Vietnam. To explore the differences between the two regions, the Multigroup Analysis approach was employed.
The results of this study demonstrate that the factors positively affecting the attitudes of young people toward purchase of organic vegetables in Vietnam are environmental concerns, health consciousness, food safety concerns, and subjective knowledge. Attitudes and subjective norms both affect young consumers’ intention to buy organic vegetables. There were differences in the impact of health consciousness, attitudes, and subjective norms between Northern and Southern young consumers. Moreover, when analyzing data from each region, there was an order of influence of different factors by their impact levels. In the North, the factors were arranged in the following order of importance: food safety concern, environmental concern, and subjective knowledge. In the South, the order was as follows: health consciousness, food safety concern, environmental concern, and subjective knowledge. The findings of this study have important implications for the development of the organic vegetable market in Vietnam. By providing valuable insights into the factors that influence the intention to buy organic vegetables among young consumers in the North and South regions, this research can contribute to developing effective policies and business strategies that promote the growth and sustainability of the organic vegetable market in Vietnam.

Acknowledgment i
Abstract ii
List of Tables vii
List of Figures viii
Chapter 1 Introduction 1
1.1. Background 1
1.2. Problem statement 2
1.3. Research objectives 3
1.4. Significance of this study 4
Chapter 2 Literature Review 5
2.1. Importance of organic food for humans and the environment worldwide 5
2.1.1. Importance of organic food for human 5
2.1.2. Importance of organic food for the environment 6
2.2. Organic food consumption and organic market worldwide 7
2.3. Importance of organic vegetables worldwide 8
2.4. Organic farming in Vietnam 8
2.5. Organic food market and distribution in Vietnam 11
2.6. Importance of organic vegetables in Vietnam 12
2.7. The Vietnam context and the study sites background information 12
2.7.1. The Vietnam context 12
2.7.1.1. Vietnam social structure 13
2.7.1.2. Vietnam tertiary education 14
2.7.1.3. Vietnam economy structure 15
2.7.2. The study sites background information 16
2.7.2.1. The background of Ha Noi City 17
2.7.2.2. The background of Ho Chi Minh City 17
2.8. Importance of the young consumer in the organic market 18
2.9. Previous studies on organic food purchase intention 19
2.9.1. Motivation for intention to buy organic food 19
2.9.2. Main barriers to buying organic food 21
2.10. Theory of Reasoned Action 21
2.11. Research framework and hypotheses development 22
2.11.1. Attitude 23
2.11.2. Subjective Norms 24
2.11.3. Environmental concerns 24
2.11.4. Health consciousness 25
2.11.5. Social media exposure 25
2.11.6. Food safety concerns 26
2.11.7. Subjective knowledge 26
Chapter 3 Methodology 28
3.1. Research design. 28
3.1.1. Target respondents 28
3.1.2. Construct measurement 28
3.2. Data collection 32
3.3. Data analysis method 33
3.3.1. Partial Least Square - Structural Equation Modeling 33
3.3.1.1. Evaluation of measurement models 34
3.3.1.2. Evaluation of the structural model 35
3.3.2. Comparative analysis between the two groups 38
3.3.3. Statistical software 38
3.4. Focus group studies 38
Chapter 4 Results and Discussion 40
4.1. The overall young generation in Vietnam purchase intention 40
4.1.1. Socio-demographic characteristics of respondents 40
4.1.2. Descriptive statistics of data 41
4.1.3. Results of the PLS-SEM 43
4.1.3.1. The measurement model 43
4.1.3.2. The structural model 47
4.1.4. Open-ended questions 54
4.2. Details in each region and the results of comparing the two regions 57
4.2.1. Details for the Northern group 57
4.2.2. Details for the Southern young group 63
4.3. Comparisons between the two regions 71
4.3.1. Focus group results 71
4.3.2. Independent sample t-test on the difference between the mean scores 76
4.3.3. Multigroup analysis on comparison of the path coefficients between the two groups 77
Chapter 5 Conclusions, Policy Recommendations and Limitations 81
5.1. Conclusions 81
5.2. Policy recommendations 82
5.3. Limitations 85
5.4. Suggestions for future research 85
References 86
Appendix I Questionnaire in English 99
Appendix II Questionnaire in Vietnamese 106
Appendix III Focus Group Studies Questions 113

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