- ISSN:0866 - 78025020

12 - 2017

3 THANG 1 KY

BINH DUONGl EllONOMICS ANDl'IECHNOLO"GYl UNIVERSITII

JOURNALECONOMICS · rECHNOLOOY

ISSN: 0866 - 781No: (20)12 - 2017

Editorial Office and management:530 Sinh Duong Avenu, HiepThanh Ward, Thu Dau Mot City, Sinh Duong ProvinceEmail: tapchiktktbd@gmail.com

Editor - in - chiefAssoc.Prof.Dr. Nguyen Thanh

*Deputy Editor - in - chief

Dr. Tran Thanh Vu

Editorial boardDirector:

Dr. Le Bich Phuong

Member:Prof.Dr.Nguyen Van ThanhProf.Dr.Hoang Van ChauProf.Dr.Ho Due HungProf.Dr.Hoang Thi ChinhAssoc.Prof.Dr.Do Linh HiepAssoc.Prof.Dr.Nguyen QuocTeAssoc.Prof.Dr.Pham Van DuoeAssoc.Prof.Dr.Phuong Ngoe ThachAssoc.Prof.Dr.Vo Van NhiAssoc.Prof.Dr.Phuoe Minh HiepAssoc.Prof.Dr.Phung Dinh ManAssoc.Prof.Dr.Pham Minh Tien

Dr. Nguyen Huu ThanDr. Nguyen Tuong Dung

**Managing Editor:MBA. Ha Kien Tan

***Publishing licence: Studyingand following the No: 36/GP-

STITT Date 05/02/2013In number: 2.000 copies

****Printing at: Lien Tuong printing,

District 6, HCM city

•

(EVERY 3 MO

TABLE OF CONTENNTS

Economic1. Tran Van Bien: Exchange rate policy impact on economicgrowth, recommendations for Vietnam

2. Nguyen Hoang Chung: The effect of monetary policy andmacroprudential policy tofinancial stability in Vietnam

3. Bui Ngoc Toan: Effects of liquidity on return on assets ofcommercial banks

4. Nguyen Thi Ngoc Loan: Rural agricultural credit - fi-nancial inclusion orientation with the poverty reduction inVietnam

5. Ngo Gia Luu: Some problems of commercial banking cred-it for private economy in vietnam

6. Ha Nam Khanh Giao, Ha Phuong Duy: Attitude andintention to buy Vietgap vegetables Of inhabitants at Ho-chiminh city

7. Le Truong Hai Hieu: Some policies to promote investmentand support business development on ho chi minh city .

8. Tran Thi Giang Tan, Nguyen Tien Dat, Vo Thu Phung:The impact of constituent factors of the internal control sys-tem on the financial performance of Vietnam electricity

9. Nguyen Hoang Phuong: Patterns and solutions to tourismarea not in the mekong delta

10. Nguyen Quoc Phong: Method of adjusting the price theadjusting system of import and export enterprises

11. Le The Phi~t: Business environment in Vietnam incongestion conditions

Research - Exchange12. Bu! Xuan Thanh: The role ofphan boi chau's thoughtthat "people have to stand on their own feet" in vietnamideological shift in the late nineteenth and early twentiethcenturies

12. Nguyen Khanh Van: Creative application the value of thework "duong cacn menh" of Ho Chi Minh president into intoconstruction party in Vietnam today

Tap chi Kinh tt; - Ky thw)t

56

THAI DO vA Y DINH MUA RAU VIETGAP. .CUA NGUm TIEU DUNG TAl THANH PHO HO CHi MINH.

TOMTA.T

Nghien cuu nham phdn tich cac y~u t8cua thai d6 tac dong d~n y dinn mua rauVietGAP cua nguoi lieu dung tai Thanh ph8H6 Chi Minh (TPHCM), bang viec khaosat 633 nguoi ddn. Ly thuyet Hanb vi co k~hoacb (TPB) duac su dung co diJu chinh,cung voi phuang phap phdn tich dQ tin cayCronbaeh's Alpha, phan tieh y€u t6 kham phi(EFA), phan tieh y€u t6 khang dinh (CFA), vamo hinh cftu true tuyen tinh voi phirong tienSPSS 20.0 va AMOS 20.0.

Ha Nam Khtinh Giao,· Ha Phuong D

K~t qua xu Iy h6i quy bdi cho thdy 0

thanti phdn thai d6 tdc dong d~n y dinhrau VietGAP cua cu ddn TPHCM, sapthu' tl;l' d6 manti gidm ddn: (1) An toanphdm, (2) Su tin tuong, (3) M8i quan fa,

sue khoe, (4) Chudn chu quan. Tir do, ncuu dJ xudt mot s8 ham y qudn tri dB/Ban Quan Iy cac doanh nghiep sdn sua!VietGAP 6' TPHCM nham giup ruing caOIndng ban hang.

Tir khoa: Y dinh. mua, rau VietGAP,d6, Thanh ph8 H6 Chi Minh, mo hinhtrue tuyen tinh.

ATTITUDE AND INTENTION TO BUY VIETGAP VEGETABLESOF INHABITANTS AT HOCHIMINH CITY

* PGS. TS. Truong Dai h9C Tai chinh - Markerting. E-mail.·khanhgiaohn@yahoo.comDien thoai di dong: 0903306363

** Cong ty TNHH Goldbell Equipment (Vi¢t Nam). E-mail: haphuongduy2010@gmail.coDien thoai di dong: 0918405469

ABSTRACT

The research aims at analyzing howthe attitude factors affect the intention tobuy VietGAP vegetables in Hochiminh city(HCMC), by intervewing 633 inhabitants.The method of Cronbach s Alpha analysis,EFA analysis, CFA analysis and structuralequation modelling (SEM) were used withthe SPSS and AMOS programs.

The result shows that the affects of

~

..

the attitude factors on the intention toVietGAP vegetables in HCMC decreasi(1) Vegetables safety, (2) Trust, (3) HIconcern, (4) Subjective norm. The res,also suggests some solutions to the Vievegetable producers to enhance the sel

capability.

Keywords: VietGAP food, cons,behavior, HoChiMinh City, struequation modelling, purchase intention.

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1. TONGQUAN

o Viet Narn noi chung va TPHCM noirieng, san xuat va cung cfrp thirc pham sach- en th~ la rau sach (rau an to an) - duoc sanxuat theo quy trinh, tieu chuan dam bao antoan dii va dang duoc nha mroc ta quan tam(quyet dinh s6 379/QD BNN-KHCN cua lienbQ Nong nghiep va Khoa hoc cong nghe veban hanh Quy trinh thuc hanh san xufrt nongnghiep t6t cho rau, qua nroi an toan, 2008)Tai TPHCM, quyet dinh s6 3331/QD-UBNDTPHCM ngay 0417/2011 phe duyet Chuangtrinh muc tieu, phat trien rau an toan trendia ban thanh ph6 giai doan 2011-2015. Tuynhien, kSt qua dat duoc con nhieu han chS,virong mac, ngiroi tieu thu con chua tin cayve dQ an toan cua rau nen mat hang nay v~nbi "ngo 10" a cac cho dan sinh va cho dAum6i, chu ySu duoc tieu thu trong h~ thongsieu thi.

De tai nay ducc thuc hien d~ phan naogiup cac doanh nghiep kinh doanh rau an toanhieu duoc thai dQ va y dinh cua nguoi tieudung ve rn~t hang nay d~ de ra cac giai phapnang cao sire rnua cua nguoi dan tir do nangcai thien tinh hinh v~ sinh an toan thirc pham,nang cao chat hrong cuoc s6ng va nang caohieu qua san xuat, kinh doanh rau an toan taiTPHCM.

2. CO Sa LY THUYET vA MO HINHNGHIENCUu

2.1. Rau VietGAP

Truce nam 2008, khi chua ban hanh tieuchuan VietGAP, BQ Nong Nghi~p va PhMTri~n Nong Thon (BNN&PTNT) dua ra khainiem ve rau an toan: Nhirng san pham raunroi (bao gom tfrt ca cac loai rau an cu, than,la, hoa, qua) co chat hrong dung nhu d~c tinhcua no. Ham hrong cac hoa chfrt dQc va miredQ nhiem cac sinh v~t gay hai duoi mire tieu

•

chuan cho phep, bao dam an toan cho nguoitieu dung va moi tnrong., thi duoc coi la raudam bao an toan v~ sinh tlnrc pham, goi t~t la"rau an toan". (quyet dinh s6 67 - 1998/QD-BNN- KHCN ngay 28 - 4-1998).

Tu 2008 toi nay, khai niem rau an toanduoc th~ chS hoa tai dieu 2 - "Quy dinh vequan ly san xuat va kinh doanh rau, qua, chean to an" (quyet dinh s6 99/2008/QD - BNN,ngay 15110/2008 cua BNN& PTNT): Rau,qua an toan la san pham rau, qua nroi duocsan xuat, so che phu hop voi cac quy dinhve baa dam an toan v~ sinh thirc pham cotrongVietGAP (Quy trinh thirc hanh san xuatnong nghiep t6t cho rau, qua nroi an toan taiViet Narn) hoac cac tieu chuan GAP khacnrong dirong VietGAP va rn~u di~n hinh datchi tieu v~ sinh an toan thirc pham.

2.2. Quan h~ gifra thai dQ va y djnh mua

Niern tin cua ca nhan chinh la nguon g6ccua thai dQ (Ajzen, 1991). Thai dQ la earngiac tich cue hoac tieu cue cua ca nhan veviec thuc hien mot hanh vi nhat dinh, Thai dQmieu ta rmrc dQ mot ca nhan danh gia kSt quacua mot hanh dong la tich cue hay tieu cue(Le Thuy Huang, 2014). Nghien ciru nay sudung khai niem: Thai dQ la earn giac tich cuehoac tieu cue cua ca nhan ve viec thuc hienmot hanh vi nhat dinh,

Y dinh hanh dong diroc dinh nghia boiAjzen (1989) la hanh dong cua con nguoiduoc huang d~n boi viec can nhac ba ySu t6niem tin vao hanh vi, niem tin vao chuan rmrcva niem tin vao sir kiem soar. Cac niem tinnay cang manh thi y dinh hanh dong cua conngiroi cang Ian.

Ly thuyet hanh vi co kS hoach (Theoryof planned behavior- TPB) (Ajzen, 1991)la ly thuyet mo rong cua Iy thuyet hanh vihop ly (Theory of reasoned action- TRA)(Fishbein va Ajzen, 1975) cho rang y dinh lit

•

57

Tap chi Kinh t' - Ky thw)t

58

ySu t6 chinh d~n dSn hanh vi, no la chi baocho viec con nguoi se c6 gang dSn rmrc nao,hay du dinh se danh bao nhieu n6 hrc vaoviec thirc hien mot hanh vi cu the, Trong lythuyet nay, y dinh thirc hien hanh vi chiu anhhuang boi ba ySu t6: (1) thai dQ d6i voi hanhvi, (2) chuan mire chu quan va (3) nhan thircv~ kiern soat hanh vi.

M6i quan h~ giira thai dQ va y dinh muada duoc nhi~u tac gia tnroc day nghien ciru vadua ra phat hien la chung co moi nrong quanmanh. Theo Ajzen (1985), thai dQ huang toihanh vi, chuan chu quan va nhan thirc kiemsoat hanh vi d~n toi viec hanh thanh y dinh,Nhir mot quy luat, thai dQ cang t6t thi y dinhcua mot nguoi hanh thanh viec mua hangcang manh. Nghien ciru cua Nguyen PhongTu~n (2011) cling chi ra ring co m6i tuongquan cao gitra thai dQ huang dSn thirc phamhtru co va y dinh mua; kSt qua nay clingtrung voi kSt qua cua cac nghien ciru tnrocdo cua Magnusson va cong sir (2001), Roddyva cong sir (1996), Lea va Worsley (2008),Shaharudin va cong sir (2010), Lada va congsu (2009), ...

Nghien ciru cua Nguyen Phong Tu~n(2011) diroc thirc hien <'Y hai Thanh pho HaNQi va TPHCM da chi ra anh huang cua cacySu t6 thai dQ voi moi tnrong, nhan thirc v~gia tri, su quan tam toi sire khoe, hi~u biSt v~thirc pham an toan va chuan rmrc chu quan coquan h~ r5 rang voi y dinh mua tlnrc pham antoan cua ngiroi tieu dung <'Y ca hai mien N amva mien B~c. Nghien ciru cua Nguyen ThanhHuong (2012) duoc thuc hien tai TPHCMcho thay cac ySu t6 chu ySu anh huang dSny dinh mua rau an to an cua nguoi tieu dungla gia va niem tin vao san pham. Pham ThiH6ng Dao (2014) cho th~y co 03 ySu t6 conrong quan dirong voi y dinh mua rau antoan: (1) Su tin nrong rau an toan va cac nha

phan phoi, (2) M6i quan tam dSn sire khoe vmoi tnrong, (3) Y kien cua nhom tham khan

Nghien ciru cua Dickieson va cong s(2009) cho ring hanh vi mua cac san ph§thuc pharn cua nguoi tieu dung tai Anh bi ahuang boi cac ySu t6 nhu sir quan tam toi s'khoe, chat hrong earn nhan, su quan tam t'

an toan sire khoe, niem tin vao nhan hieu \'co gia cao hon cho cac san pham thuc ph§an toano N ghien ciru cua Shaharudin va cQsir (2010) chi ra cac ySu t6 anh huang d,!y dinh rnua tlnrc pharn an toan tai Malaysgom gia tri earn nhan va su quan tam toi s'khoe. Tarkiainen va Sundqvist (2005) chiring y dinh rnua thuc pham hfru co cua ngutieu dung co th~ duoc du doan bing thaicua ho, hon thS nita co th~ diroc du doanchuan chu quan va y dinh hanh vi dangcay du doan hanh vi mua hang. Voon, Nva Agrawal (2011) cho kSt qua la thai dQchuan chu quan co anh huang dang k~ HC\lC dSn su s~n long chi tra trong khi do lei'soat hanh vi thi khong dang k~; thai dQc'tac dong dSn chuan chu quan va kiem shanh vi. Avitia, Gil, Costa-Font (2011) chiring thai dQ huang dSn thuc pham hfru coth~ duoc giai thich boi sir nhan tlnrc v@niiva niem tin vao thi tnrong va t6 chirc,thirc cling nhu m6i quan tam dSn sire khoemoi tnrong la trung gian anh huang cua ni,tin vao thi tnrong va su nhan thirc v@niitoi thai dQ huang dSn thuc pham htru cothai dQ huang dSn thuc pham hfru co, giava chu~n chu quan giai thich y dinh mua

2.3. Gili thuy~t nghien cuu va Monghien ciru

Dira vao ly thuyet hanh vi co k~ hcua Ajzen (1991) va cac cong trinhnghien ciru tnroc day, tac gia da d~ xu§thinh nghien ciru nhu trong Hinh 1, clIngcac gia thuyet nghien ciru:

vaio.

Thai at> va y o!nh mua rau ...

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M6i quan tamvS sire khoe

Hinh 1: M6 hinh nghien cuu dJ xuJt

Hr' M6i quan tdm dJn sue khoe co anh huang dJn thai d9 mua rau VietGAPHi: M6i quan tam dJn moi truang co anh huang dJn thai d9 mua rau VietGAPH3: Sl! tin tuong co anh huang dJn thai d9 mua rau VietGAPH

4: An toan thuc phdm co anh huang dJn thai d9 mua rau VietGAP

H5: ChuJn chu quan co anh huang dJn thai d9 mua rau VietGAPH6: Thai d9 mua rau VietGAP anh huang dJn y dinh mua rau VietGAP cua nguoi tieu dung.

3.KET QuA NGmENctru vA THAO LU~3.1. Th6ng ke mf ta mftuD6i nrong khao sat la nguoi tieu dung

co d9 tu6i ill 18-60, chira tirng su dung rauVietGAP hoac dll c6 su dung nhung khong

quan Him la dll su dung rau c6 tieu chu~n nay.S6 phieu ~iSu tra phong v~n tnrc ti€p la 650,sau khi sang 19C va loai bo cac phieu kh6nghQ'P 1~, con lai 633 phieu (15' l~ 98%) duocdung trong phan tich chinh thirc.

r

enva,'mrovaea

M6i quan tamve moi tnrong

Bang 1: Timg h9P dgc diJm mdu khao sat

Su tin nrong

D~c di~m Tin su§t Ty I~ (%)~nh j I Nil 433 68,4

Gi61 tinh I200 31,6nam

eh18-25 tu6i

bac243 38,4

6 Tu6i26-35 tu6i 202 31,9

Ivai 36-45 tu6i 110 17,4 I •> 45 tu6i 78 12,3

.1

.. 59

Chu~nchu quan

Tap chi Kinh te - Ky th~t

Diroi 5 trieu 186 29,4

Tir 5 - 1° trieu 282 44,5Thu nhap

Tir 10 - 15 trieu 130 20,5

Tren 15 trieu 35 5,5

3.3. Danh gia thang do b~ng h~ sa tin c~yCronbach's Alpha

Ket qua Cronbach's Alpha cua cac thanhphjm cua thang do a Bang 2 cho th~y cacthang do d~u co h~ s6 tin c~y Ian hon 0,6.

Ngu8n: K~t qua khdo sat cua nhom II

d6ng thai co nrong quan bien t6ng d,lhon 0,3. Nhir vay, cac thanh phan cuado dap irng do tin c~y dn thiet, hithang do t6t, du di~u kien dS phan tich

Bang 2: K~t qua Cronbach sAlpha cae thang do

SAbOA He sa H~ sa nrongSTT I Thang do I Ky hi~u I 0 le?t Cronbach's bi~n-tAog

quan sa Alpha nh§t

1 I Sir quan tam den sue khoe SK 4 0,841 0,670

2 I Su quan tam d€n moi tnrong MT 3 0,825 0,670

3 I Sir tin nrong TT 4 0,894 0,744

4 I ChuAn chu quan CCQ I 3 I 0,804 I 0,630

5 I An toan thuc pham AT 4 0,868 0,710

6 I Thai dQ TD 4 0,894 0,742

7 IY dinh YD . 3 0,835 0,686

3.4. Phan tich y~u t6 kham pha EFA

KiSm dinh KMO cho th~y h~ s6 khacao (0,888 > 0,5), kiem dinh Barlett co sig= 0,000 < 0,05 cho thay thich hQ'P dS phantich yeu t6 EFA va cac bi€n quan sat duoc sirdung co tuong quan tuyen tinh voi cac y€u t6dai dien.

Can cir vao ket qua phan tich EFA cac

••

Ngu8n: Tinh toan cua nhom

bien doc lap, 06 ySu t6 duoc rut tdEigenvalues = 1,266 (> 1) nen co th6dinh s6 yeu t6 duoc rut trich la phu hopphuong sai trich la 73,661 % dat yell'50%), nghia la 73,661% thay d6i cua eit6 duoc giai thich boi cac bien quan sai

ySu t6 trich ra d~u dat do tin c~y va dQ(Bang 3).

60

Thd; c1t)va y c1jnh mua rau ...

Bang 3: Kit quaphdn tich yiu t6 kham pha EFA

Bi~n " 'Yeu toquan sat 1 2 3 4 5 6

TT2 0,862

TT4 0,804

TT3 0,803

TTI 0,788

AT4 0,802

AT2 0,800

AT3 0,782

ATI 0,768

TDI 0,848

TD3 0,813

TD4 0,809

TD2 0,777

SK4 0,757

SK3 0,755

SK2 0,753

SKI 0,746

YDI

YD3

YD2

CCQl 0,791

CCQ3 0,766

CCQ2 0,712

MTI 0,780

MT2 0,780

MT3 0,765

Ngu6n: Tinh todn cua nhom tac gid

K~t qua phan tich y~u t6 bien phu thuoc'j 3 bien quan sat, h~ s6 KMO = 0,801, vas6 Barlett co mire y nghia Sig = 0,000 < 0,5,uong sai trich 62,084% va cac bien dSu co

.~s6 tai y~u t6 IOn hon 0,5. Nhtr vay, y~u t6dinh mua rau VietGAP gorn 3 bien.

3.5. Ki~m djnh thang do b~ng CFA

Ki~m dinh mo hinh toi han d~ do hrongsu phan biet gifra cac khai niem/ y~u t6 cotrong mo hinh nghien ciru. K~t qua CFA chothfry mo hinh do hrong toi han co 254 b~c

61..

--

•

Tap chi Kinh te • Ky th~t

Chi-square=378.030 ; df=254 ; P=.OOO;Chi-square/df=1.488 ;GFI=.954 ; TLI=.982 ; CFI=.985 ;RMSEA=.028

tu do. Mo hinh co Chi-square = 378,030, p= 0,000 « 0,05). Xem xet cac chi tieu khacCMIN/df =1,488 « 2), GFI = 0,954, TLI =0,982, CFI = 0,985 (> 0,9), RMSEA = 0,028« 0,8), nhu v~y cac chi tieu nay d~u dat yeuduo Do do, co thS co thS khang dinh mo hinhnay la phu hop, va khong co nrong quan gifra

..

SK3

SK2

SK1

101

TD4

TD3

TD2-- )K }24X\ f' \60~

25

72• TT2 •

TT3

TT1

TT .•

cac sai s6 do hrong nen no dat duoc tinguyen (Hinh 2).

K~t qua tren cling cho ta thay cac trl,

CFA cua cac bien quan sat d~u Ian 0,5nhat la ACCQ2 = 0,73) va p = 0,000. Nhco thS khang dinh gia tri hoi tv cua thsir dung trong mo hinh nghien ciru.

Hinh 2: Kit qua CFA mo hinh do luong toi han (chudn hoa)

Ngu6o: Tinh loan cua nM

62

dcm

111 vay,g do

i gid

Thai 09 va Y o/nh mua rau ...

Bang 4: Kit qua kiim dinh gia tri phdn biet cae yiu t6 trong mo hinh toi han

M6i quan h~ r SE CR p-value

S\I tin nrong ~ M6i quan Him vS sire khoe 0,434 0,036 15,782 0,000

S\I tin nrong ~ Thai d9 0,539 0,034 13,748 0,000

S\I tin nrong ~ An toan thirc pham 0,251 0,039 19,437 0,000

S\I tin nrong ~ Chuan chu quan 0,261 0,038 19,230 0,000

S\I tin nrong ~ M6i quan Him vS moi tnrong 0,465 0,035 15,180 0,000

S\I tin nrong ~ Y dinh 0,247 0,039 19,520 0,000

M6i quan tam vS sire khoe ~ Thai d9 0,501 0,034 14,484 0,000

M6i quan tam vS sire khoe ~ An toan thirc pham 0,262 0,038 19,209 0,000

M6i quan tam vS sire khoe ~ ChuAn chu quan 0,245 0,039 19,562 0,000

M6i quan tam vS sire khoe ~ M6i quan tam vS 0,403 0,036 16,386 0,000moi tnrong

M6i quan tam vS sire khoe ~ Y dinh 0,291 0,038 18,615 0,000

Thai d9 ~ An toan thirc pham 0,509 0,034 14,329 0,000

Thai d9 ~ Chuan chu quan 0,342 0,037 17,589 0,000

Thai d9 ~ M6i quan tam vS moi tnrong 0,469 0,035 15,103 0,000

Thai d9 ~ Y dinh . 0,164 0,039 21,288 0,000

An toan thirc pham ~ ChuAn chu quan 0,277 0,038 18,901 0,000

An toan thirc pham ~ M6i quan tam vS moi tnrong 0,39 0,037 16,641 0,000

An toan thirc pham ~ Y dinh 0,046 0,040 23,990 0,000

ChuAn chu quan ~ M6i quan tam vS moi tnrong 0,435 0,036 15,762 0,000

ChuAn chu quan ~ Y dinh 0,152 0,039 21,552 0,000

M6i quan tam vS moi tnrong ~ Y dinh 0,193 0,039 20,660 0,000

Ngu6n: Tinh toan cua nh6m tac gia

KSt qua kiem dinh gia tri phan biet giiracac khai niern trong mo hinh toi han diroc

trinh bay a Bang 4. Theo do, cac h~ s6 nrongquan r gitra cac khai niem dSu khac 1 va p = •

63••

Tap chi Kinht6 - Kt thu(lt

64

0,000 « 0,05), cac khai niem dat gia tri phanbiet.

Kt3t qua a Bang 5 cho thay cac h~ s6

Cronbach's Alpha dSu IOn hon 0,6, dO tint6ng h9'P cua cac ySu t6 dSu IOn hon 0,5phuong sai trich dSu IOn hon 50%, cac thdo ySu t6 dat tinh tin c~y cAn thiet.

Bang 5: H~ s6 tin ct;iytang h9'Pva phuong sai trichcua cdc yeu t6 trong mo hinh

DQ tin e~y

Y~u tA I sA bi~n I C b h'~ I Phuong sai trichquan sat ron ae s TA hAlpha ong Q'P

M6i quan tam v~ I 4 I 0,841 I 0,842 I 0,570sire khoe

M6i quan tam vS 3 0,825 0,825 0,611moi tnrong

Su tin nrong 4 0,894 0,894 0,679-

An toan thuc pham I 4 I 0,868 ~ 0,868 I 0,621

Chuan chu quan 3 0,804 0,805 I 0,579

Thai do 4 0,894 0,894 0,680

Ydjnh 3 0,835 0,835 0,628

Thang do sau khi thuc hien phan tich ySut6 khang dinh CFA hoan toan thoa diSu kiend~ tiSn hanh phan tich me hinh c~u true tuyentinh SEM.

3.6. Ki~m djnh mo hlnh b~og philo tich dutrue tuy~o tinh SEM

KSt qua uoc IU<)1lgcua me hinh ly thuyet(Hinh 3) cho th~y Chi-square = 417,129, co259 bac tu do, p = 0,000, CMIN/df = 1,611

Ngu6n: Tinh toan cua nh6m tac

« 3), GFI = 0,950, TLI = 0,977, CFI = 0,dSu'> 0,9, RMSEA= 0,031 « 0,08), manay nrong thich voi dir lieu thi tnrong.

KSt qua phan tich quan h~ giira cactrong me hinh cho thay bien MT (m6i I

tam vS moi tnrong) co p-value = O,1J0,05, ySu t6 MT khong anh huang t6ido, hay bac bo gia thuyet H2, loai bo bi€nkhoi me hinh phan tich.

..

Thciid9 va y d!nh mua Tau '"

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Chl-square=417.129; df=259 : p= 000;Chl-squareldf=1.611 :GFI=.950 : ru- 977 : CFI=.980 :RMSEA=.031

Hinh 3: Kit qua phdn tich SEM Idn 1 (mo hinh chudn hoa)

NguBn: Tinh toan cua nhom tac gia

Ketqua phan tich SEM sau khi loai biSnkhoi mo hinh ph an tich diroc trinh bay a4. KSt qua iroc Iuong h~ s6 h6i quy cua

quanh~ duoc trinh bay trong Bang 6, kSt

qua nay eho th&y t&t ca cac quan h~ d~u co ynghia th6ng ke (p-value < 0,05). Nhu vay, kStqua phan tich eh&p nhan cac gia thuyet HI,H3, H4, H5, H6.

-.. 65

Tap chi Kinh te - Kf th~t

Chi-square=319.129; df=198; P=.OOO;Chi-square/df=1.612 ;GFI=.957 ; TLI=.980 ; CFI=.983 ;RMSEA=.031

Hinh 4: Kit qua phdn tich SEM zan 2 (mo hinh chudn hoa)

NguAn: Tinh toan cua nhom tac gia

Trong s6 chuan hoa cho th~y rang y~u t6an toan thirc pham co tac dQng duong va tnrcti~p len thai dQ mua rau VietGAP manh nh~t(AAT = 0,332), tiep d~n la S\I tin nrong (ATT= 0,321), m6i quan tam v~ sue khoe (ASK= 0,252) va cuci cung la chuan chu quan

(ACCQ = 0,106). Dong thai, thai dQ mVietGAP cling co tac dong dirong va tnrclen y dinh mua rau VietGAP (ATD = 0,K~t qua nay phu hop voi cac nghien dIU

cac nghien ciru tnroc day.

.,66

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Thai tI(1va y tljnh mua rau ...

Bang 6: H? s6 h6i quy cua cac m6i quan h? co trong mo hinh

Ghi Uo-c KiAM6i quan h~ gifra cac bi~n S.E C.R p-value em

thuy~t IU'Q11g dinh

HI M6i quan tam v~ sire khoe 0,221 0,037 5,941 0,000 Chap~ThaidO nh~n

H3 Su tin nrong ~ Thai do 0,261 0,034 7,724 0,000 Chapnh~n

H4 An toan thuc pham ~ Thai 0,273 0,033 8,378 0,000 Ch~pdo nh~n

H5 ChuAn chu quan ~ Thai do 0,094 0,035 2,699 0,007 Chapnh~n

H6 Thai do ~ Y dinh mua 0,158 0,039 4,003 0,000 Chapnh~n

Nguan: Tinh toan cua nhom tdc gia

3.7. Ki~m djnh Bootstrap

Sir dung voi s6 hrong m~u l~p lai 1£1N= 1000 d~ kiem dinh tinh b~n virng cua mohinh ly thuyet, danh gia dQ tin c~y cac irochrong trong mo hinh. KSt qua (y bang 7 cho

th~y do lech chuan (bias) r~t nho, gia tri toihan (C.R) d~u nho hon 2 cho th~y trong tlnrctS co th~ xem uoc hrong m~u co th~ suy rongcho t6ng th~. Nhu vay, co th~ kSt luan mohinh uoc hrong 1£1bSn virng va dang tin cay.

Bang 7: K~t qua uac luong Bootstrap

M6i quan h~ U o-c IU'Q11g Mean Bias SE-Bias C.RM6i quan tam v~ sire khoe ~ Thai do 0,252 0,223 0,018 0,001 1',8

Su tin nrong ~ Thai do 0,321 0,260 -0,001 0,001 -1

An toan thirc pham ~ Thai do 0,332 0,272 0,000 0,001 °Chuan chu quan ~ Thai do 0,106 0,094 0,000 0,001 °

Thai do ~ Y dinh mua 0,183 0,159 0,001 0,001 1

Nguan: Tinh toan cua nhom tac gia

3.8. Ki~m dinh mf hinh du true da nh6m

Ki~m dinh su khac biet theo gioi tinh chokSt qua gia tri khac biet Chi-square cua haimo hinh kha bien va b~t bien 1£13,435 voi 5b~c 1\1' do, p-value = 0,633 > 0,05 nen khongco su khac biet, mo hinh b~t bien duoc chon,hay khong co sir khac biet vS anh huang cua

cac ySu t6 cua thai dQ tac dong dSn y dinhmua rau VietGAP cua NTD tai TPHCM gifrahai nhom gioi tinh nam va nir.

Ki~m dinh sir khac biet theo dQ tu6i chothay r~ng, gia tri khac biet Chi-square cua haimo hinh kha bien va b~t bien 1£117,362 voi 15b~c 1\1' do, p-value = 0,298 > 0,05 nen khong

67

Tap chi Klnh t~ • Ky th~t

68

co sir khac biet, mo hinh b~t bien duoc chon,m~la khong co S1)' khac biet v~ anh htrongcua cac ySu t6 cua thai dl) tac dong dSn y dinhmua rau VietGAP cua NTD tai TPHCM giiracac nhom tu6i.

Ki~m dinh S1)' khac biet theo thu nhap chokSt qua gia tri khac biet Chi-square cua haimo hinh kha bien va b~t bien la 7,657 voi 15

. b?c tv do, p-value = 0,937 > 0,05 nen khongco su khac biet, mo hinh b~t bien duoc chon,nrc la khong co S1)' khac biet v~ anh hirongcua cac ySu t6 cua thai dl) tac dong dSn y dinhmua rau VietGAP cua NTD tai TPHCM giiracac nhom co thu nhap khac nhau.

4. KET LU~ vA HAM Y QuAN TRJ4.1. K~t lu~n

Nhien ciru sir dung phuong phap nghienciru dinh tinh kSt hQ'P dinh hrong dS kiemdinh mo hinh thang do va mo hinh nghienciru chinh tlnrc, KSt qua cho th~y: (1) KiSmdinh h~ s6 tin C?y Cronbach's Alpha cac bienquan sat d~u dat yeu cfru, (2) KSt qua phantich ySu t6 kham pha EFA dat yeu cfru, (3)Ki~m dinh CFA dat yeu cfru, t~t ca cac khainiern do IUOng d~u dat dl) tin cay, gia tri phanbi~t va gia tri hoi 11), (4) Ki~m dinh mo hinhnghien ciru da loai ra mot gia thuyet, con lai 5gia thuyet duoc ch~p nhan HI' H3, H4, Hs' H6,

(5) KSt qua kiem dinh Boostrap cho thay mohinh dang tin cay, (6) KSt qua phan tich cAutrue da nhom cho th~y chua co S1)' khac bietv~ anh huong cua cac ySu t6 cua thai dl) tacdong dSn y dinh mua rau VietGAP cua NTDtai TPHCM gifra hai nhom gioi tinh nam vanfr, giira b6n nh6m tuoi va gifra b6n nhom thunhap. Trong cac ySu t6 anh hirong dSn thai dl)mua rau VietGAP thi an toan thirc pham tacdong manh nh~t (~ = 0,332), tiSp dSn la S1)'

tin nrong (~ = 0,321), m6i quan tam v~ sirekhoe (~ = 0,252) va cuoi cung la chuan chu

•

quan (~ = 0,106), thai dl) mua rau VietGAtac dl)ng duong va true tiep len y dinh murau VietGAP (~= 0,183).

4.2. D~ xu§t ham y quan tr]

4.2.1. An toan thuc phdm

p

(.

Day la v~n d~ r~t duoc quan tam hien nalva day cling la ySu t6 tac dong manh nhidSn thai dl) mua rau VietGAP cua ngiroi tiedung. Tuy vay, 02 bien "Rau VietGAP giarnguy co ngl) dl)c tlnrc pham", "Rau VietG~thi an toan hon" co mean thap nhat tuong Unla 3,6303 va 3,6382, cho th~yNTD con n~ (ngo v~ dieu nay. Cac doanh nghiep cfrn phi D

dam bao viec san xuat loai san pham nay Ihoan toan phu hQ'Pvoi cac tieu chuan dfi dura co chat hrong t6t dam bao cac tieu chu!v~ an toan thuc pham tnroc khi duoc dua rbay ban tai cac cira hang. Xay dung chuigia tri an toan la mot each lam hay d~ co ththS quan ly duoc viec nay t6t hon. Ngoai ncac gian hang trung bay san pham rau b'trong sieu thi va cira hang phai dat kiern dinv~ sinh an toan thirc pham cua BI) Y tS, khhang sieu thi/ cira hang phai co chuyen giarau, cu qua; dat yeu cfru ky thuat v~ bao qu~(nhiet dl), sa chS ... ). D~ nguoi tieu dubiSt duoc nhfrng d~c tinh an toan cuaVietGAP, cac hoat dong truyen thong, qua~cao gioi thieu v~ loai san pham nay la khanthS thieu, dan tern truy xuat nguon g6c, h'hrong cac chat hoa hoc, vi sinh con lai. Ngra, cac co quan nha mroc cling phai co tn\,nhiem trong viec dam bao an toan thuc phfubang each thuong xuyen kiem tra quy trinsan xu~t rau VietGAP cua cac hI) nong d31l~y mau phan tich, ki~m tra v~ nong dQMchat, phan bon, vi sinh dam bao a ngutacho phep tnroc khi duoc dem ra ban cnguoi tieu dung, thuong xuyen kiem tra i

sinh an toan thuc pham tai cac cira hang kidoanh loai san pham nay, ...

ThOitf9 va y tf;nh mua rau ...

1.2.2. Sf! tin tuong

-'Toi tin nrong nhirng ngiroi san xuat thircn VietGAP dia phuong dang thirc hienI tac dung quy trinh" co mean thftp nhftt215) cho thfty ngiroi tieu dung chua tin19 rau VietGAP diroc san xuat theo tieuin nay. HQ nghi ngo vS qua trinh chamsir ' dung cac thuoc bao v~ cay trong,

)ctang tnrong khong dung lieu hrong hoacng dam bao thai gian ill khi phun thuoc lftnidSn khi dua ra tieu thu tai cac cira hang.doanh nghiep kinh doanh loai san phamcftnphai bao dam, trung thuc vS quy trinhxuftt rau VietGAP. Cac co quan co th~m

-en lien quan phai co trach nhiem cong b6tiSt vung quy hoach san xuftt rau VietGAPg rai dSn ngiroi tieu dung, lam tang d(>tinng thong tin cua tern chftt hrong duoc danI bao bi san pham. Cac logo clnrng nh~nVietGAP diroc dan tren bao bi phai dirocboi cac t6 chirc diroc phep cftp clnrng nhan

r tren toan quoc. Hien nay, 6 TPHCM cotrung tam chirng nhan VietGAP: Trung tamthuat Tieu chuan Do hrong Chftt hrong 3

JATEST 3); Trung tam chftt hrong NongIthuy san vung 4; Trung tam Tu van va H6chuyen dich ca cftu kinh tS nong nghiep

:M; Cong ty c6 phan giam dinh va khir trungC; Cong ty c6 phan giam dinh ca phe va19 h6a xuat kh~u (CAFECONTROL); Van~ng dai dien mien Nam Cong ty c6 phanrng nhan Globalcert. Viec xay dung thuong:umanh cho cac doanh nghiep san xuat vaill doanh rau VietGAP ciing la mot viec cftncc tri~n khai, co th~ bang each kSt hop voia phan ph6i rau VietGAP t6 chirc cac phieng nong san nham quang ba san pham, tao coigiao luu trao d6i giira ngiroi tieu dung voia san xuat, phan phoi.

4.2.3. M6i quan tam v~ sue khoe

Str quan tam vS sire kh6e cua ngiroi tieu

•

dung se hinh thanh thai d(>mua rau VietGAPill do se d~n dSn y dinh mua. BiSn quan sat"Toi chon rau VietGAP d~ dam bao cho sirekh6e" co mean thftp nhftt (3,7346), cho thftyviec NTD nhan thirc dng dung rau VietGAPd~ dam bao sire kh6e la chua cao. Cac doanhnghiep kinh doanh rau VietGAP nen thuchien nhtrng heat dong hoac cac chuong trinhvS sire kh6e tai cac hoi cho hoac thong quatruyen thong dai chung, tu vftn vS dinh du5ngcua rau VietGAP cling nhu nhirng loi ich cuaviec sir dung loai thirc pham nay d~ thay thScho cac san pham khong ra nguon g6c, xuatxu, chat hrong. Da s6 NTD mua rau tai choco thu nhap tuong d6i khong cao « 5 trieudSnlO trieu/ thang), nen viec quan tam dSnvftn dS sire khoe khi hra chon thuc pharn conhan che. Vi vay, cac co quan, t6 chirc, lanhdao dia phuong cftn quan tam nang cao thunhap d~ NTD nghi dSn vftn dS vS sire kh6e.

4.2.4. Chudn chu quan

Chu~n chu quan la viec nhan thirc nhuthS nao cho phu hop voi yeu cau cua xa hoi,Nhu vay, tnroc hSt trong xa h(>i cftn hinhthanh thoi quen vS viec sir dung rau VietGAPthay vi cac loai rau thong tlnrong khong ranguon goc, chftt hrong.

Ca 3 bien quan sat cua chuan chu quandSu co gia tri khoang hon 3,7, cho thay chuaco nhiSu gia dinh su dung rau VietGAP trongbira an cua gia dinh. Cac hoat dong truyenthong xa hoi phai duoc thirc hien thirongxuyen: moi cac chuyen gia dinh du5ng,nhirng ngiroi noi tro thirong xuyen su dungsan pham VietGAP. Cac doanh nghiep co th~thuc hien cac chuong trinh danh gia vS loaisan pham nay boi nhimg NTD la cac khachhang thirong xuyen cua cira hang, dS xufttNTD se gioi thieu dSn nguoi than, ban be,d6ng nghiep cua ho cung su dung. Doanhnghiep co th~ tao ra mot trang mang xa h(>i

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Tap chi Kinh t' - Kt thwjt

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nhu Facebook rieng kSt n6i cac khach hang,khuyen khich khach hang tham gia cac bantin v€ sire khoe, v€ chat IUQ11g,ham IUQ11gdinh duong, ... cua rau VietGAP, chia se(share) cac bai viet nay cho ban be cling nhuchia se thai dQ cua minh ....

4.2.5. Thai d(J

Ca 4 bien quan sat cua ySu t6 thai dQ c6mean khoang tren 3,4, nhu v~y chua h~n NTDhai long voi san pham nay. Cac doanh nghiepkinh doanh loai san pham nay d.n phai gioithieu nhirng loi ich cua no dSn ngiroi tieudung thong qua viec t6 cac chuang trinh nhuhoi cho nong san, hQi thao dinh dirong d~ taoco hQi g~p go cho nha san xuat, doanh nghiepphan phoi, chuyen gia sinh duong, ngtroi tieudung d~ ill d6 lam tang rmrc dQ nhan thirc cuangiroi tieu dung v€ rau VietGAP va d6 clingchinh 1£1xu huang tieu dung xanh ma xi hQidang huang toi. Dam bao duoc san pham ma

"

TAl LI¥U THAM KHAo[I]. Ajzen 1. (1985) Behavioral interventionsbased on the theory of planed behavior.Berlin: Springer-Verlag.[2]. Ajzen, 1. (1989), Attitude Structure andBehavior. In Breckler, SJ. and Greenwald,A.G., Eds., Attitude Structure and Function,Lawrence Erlbaum, Hillsdale, 241-274.[3]. Ajzen 1. (1991), The theory of plannedbehaviour, Organizational behaviour andhuman decision processes, 50, pp. 179-211.[4]. Avitia, J.; Gil, 1.; Costa-Font, M. (2011),Structural equation modelling of consumeracceptance of organic food in Spain. A:Congreso de Economia Agraria. "VIIICongreso de Economia Agraria". Madrid, pp.1-36.[5]. Fishbein, M., & Ajzen, 1. (1975),Belief, attitude, intention and behaviour: Anintroduction to theory and research menlo

..

minh ban ra cho nguoi tieu dung 1£1that sv tcan toan, c6 lei sire khoe cho ngiroi tieu dung. HN goai ra, d6 cling 1£1sir n6 hrc, cam kSt thue Bhien cua cac hQ san xuat, nha phan phoi va [Icua cac co quan co thAm quyen. fi

4.3. H~n ch~ c~a nghien cuu va d~ xu§t chmrng nghien ciru tiep theo 1I

Mac du di giai quyet xong muc tieunghien ,cUu d€ ra, nhun~ vftn, con mot ~6 [han che nhir sau: (1) Chac chan con nhies aySu t6 khac anh huang dSn thai dQ mua rau a

VietGAP chira duoc nhac dSn trong d€ tai, ((2) Nghien CUu chi duoc thuc hien tai mot s6quan noi thanh cua TPHCM, do d6 kSt quamang tinh dai dien chua cao, (3) MQt s6 kenhtieu thu rau VietGAP chinh a TPHCM nhukhach san, nha hang, cong ty cung cfrp sufilan chua duoc khao sat trong nghien ciru nay.D6 cling chinh 1£1goi Y cho nhirng nghien emtiSp theo.

park, California, Addison-Wesley publishingcompany Inc.[6]. Lada, S., Tanakinjal, G. H. & Amin, H.(2009), Predicting intention to choose halalproducts using theory of reasoned action,International Journal of Islamic and MiddleEastern Finance and Management, 2(1), pp.66-76.[7]. Le Thuy Huang (2014), Nghien cuu caeyeu t6 ann huang din y dinli mua thuc phdman toan cua cu ddn do thi - La.y vi du taithanb ph6 Ha N(Ji, Luan an tiSn sy, TruongDl;lihoc Kinh tS quoc dan.[8]. Lea, E. & A. Worsley (2008), Australianconsumers' food-related environmentalbeliefs and behaviours, Appetite, 50(2), pp.207-214.[9]. Magnusson, M. K., Avrola, A., HurstiKoivisto, U. K., Aberg, L., Sjoden, P.O.,(2003). Choice of Organic Foods is Related

ThOi 09 va Y o!nh mua rau ...

!o Perceived Consequences for HumanHealthand to Environmentally FriendlyBehaviour, Appetite, 40, pp. 109-117.10]. Nguyen, Thanh Huong (2012), Keyuctors affecting consumer purchase intention-A study of safe vegetable in Ho Chi MinhCity,Vietnam, Master of business (Honours),International School of Business, University

• of Economics, Ho Chi Minh City.[11].Pham Thi H6ng Dao (2014), NghienCltu cac yiu t6 tac dong din y dinh. mua rauan toan cua nguoi tieu dung Thanh Ph6 H6ChiMinh, Luan van thac sy, tnrong Dai h9CKinhts Thanh Ph6 H6 Chi Minh.[12]. Phong Tuan Nguyen (20 11),A comparativestudy of the intention to buy organic foodbetween consumers in northern and southernVietnam.AU-GSB e-Journal, 4(2).[13]. Roddy, G., Cowan, C. A. and

Hutchinson, G. (1996), Consumer attitudesand behavior to organic foods in Ireland,Journal of International ConsumerMarketing, 9(2), pp. 41-63.[14]. Shaharudin, M. R., Pani, J. J., Mansor,S. W., Elias, S. J. (2010), Factors AffectingPurchase Intention of Organic Food inMalaysia's Kedah State, Cross-CulturalCommunication, 6(2), 105-116.[15]. Tarkiainen, A. & Sundqvist, S. (2005),Subjective norms, attitudes and intentions ofFinnish consumers in buying organic food,British Food. Journal, 107 (11), pp. 808-822.[16]. Voon, J. P., Ngui, K. S., & Agrawal,A. (2011), Determinants of willingnessto purchase organic food: An exploratorystudy using structural equation modeling,International Food and AgribusinessManagement Review, 14, pp. 103-120.

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