Examining organic vegetable consumption behavior in Ho Chi Minh City

Abstract:

This study examines consumer behavior toward safe vegetable consumption in Ho Chi Minh City, with a focus on factors influencing purchasing decisions. The findings highlight that health concerns exert the greatest influence, followed by perceived quality, information credibility, social norms, and price, while product availability has minimal impact. Additionally, the study identifies demographic variations in consumption behavior, with females, older individuals, and those with higher education and income levels showing a greater tendency to consume safe vegetables. These insights emphasize the critical role of promoting awareness about the health benefits and quality of safe vegetables to encourage positive consumption practices.

Keywords: safe vegetable consumption behavior, safe vegetables, green consumption behavior.

 I. Introduction

In the context of Vietnam's increasing development, food safety has become more critical than ever, especially for the middle and upper classes. The demand for safe vegetables, an essential daily food, has been growing. However, the safe vegetable market still faces many challenges, such as the confusion between genuine safe vegetables and those of unknown origin, causing consumer confusion. The lack of specific regulations on safe vegetables from the Food Safety Department has made it difficult for consumers to choose safe products. Moreover, price and quantity competition among safe vegetable producers and distributors has created additional challenges.

In reality, many consumers still have to consume unsafe vegetables of unknown origin, leading to food poisoning risks and health concerns. Therefore, research on safe vegetable consumption behavior in Ho Chi Minh City is urgently needed to identify consumers' needs, the influencing factors, and the importance of each factor, thereby providing appropriate solutions to meet consumer demands and help producers and distributors better understand this potential market.

II. Theoretical foundation and research model

2.1. Theoretical foundation

This study establishes a theoretical foundation based on core concepts of consumer behavior and the diverse factors influencing it. It also reviews relevant theoretical models and references previous studies on similar topics to ensure the robustness of the theoretical framework.

2.1.1. The concept of consumer behavior

Consumer behavior is defined as an ongoing and complex process involving numerous activities, ranging from need recognition (Kotler, 2000) to information search, evaluation, and selection of suitable options, purchase, product usage, and post-purchase activities (Loudon et al., 1993). These definitions emphasize that consumer behavior is not merely a purchasing act but a sequence of intricate decisions and activities closely related to products or services (Engel et al., 2005).

2.1.2. Determinants of consumer behavior

This study identifies key factors influencing consumer behavior, including:

• Cultural factors: Culture and subcultures play a significant role in shaping individuals' values, beliefs, habits, and consumption norms (Kotler & Armstrong, 2005).
• Social factors: Social status, reference groups (including family, friends, and colleagues), and especially family, exert a strong influence on consumer purchase decisions (Solomon, 2006).
• Personal factors: Gender, age, occupation, income level, and lifestyle all shape individuals' needs, preferences, and consumption patterns (Kuester & Sabine, 2012).
• Psychological factors: Motivation (according to Maslow, 1943), perception, learning, beliefs, and attitudes are internal factors that directly influence purchasing decisions (Kotler, 2000).

2.1.3. Theoretical models

This study employs two primary theoretical models as the foundation for analysis:

• Theory of Reasoned Action (TRA): This model posits that behavioral intention is the most significant predictor of consumer behavior. Behavioral intention is directly influenced by an individual's attitude toward the behavior and their subjective norms (Ajzen & Fishbein, 1980).
• Theory of Planned Behavior (TPB): An extension of TRA, the TPB incorporates the concept of perceived behavioral control. By considering an individual's perceived ability to perform a behavior, the TPB addresses the limitations of TRA and provides a more comprehensive explanation of consumer behavior (Ajzen, 1991).

2.1.4. The importance of consumer behavior studies

Consumer behavior research plays a crucial role in enabling businesses and organizations to gain a deeper understanding of:

• Consumer motivations: The driving forces behind consumer purchases and usage of goods or services (Kotler, 2005).
• Internal and external factors: The internal (e.g., attitudes, perceptions) and external (e.g., culture, social) factors that influence consumer decision-making (Solomon, 2006).
• The consumer decision-making process: Enabling the development of effective marketing strategies (Engel et al., 2005). This research not only helps businesses develop more effective competitive strategies but also supports the design of products that meet market needs and enhance customer experiences (Kotler & Armstrong, 2005).

2.1.5. Definition of clean vegetables

This study clarifies the concept of "clean vegetables" (also known as safe vegetables), emphasizing that these are vegetables cultivated following strict technical processes to minimize the residue of toxins (Ministry of Agriculture and Rural Development, 2012). Clean vegetables must meet standards for pesticide residues, nitrate content, heavy metals, and pathogenic microorganisms, ensuring the safety of consumers (Nguyen Duc Thi, 2014).

2.1.6. Related studies

This study reviews previous domestic and international research, focusing on aspects such as consumer awareness, purchase intention, and factors influencing the consumption of safe or organic vegetables. These studies provide a solid foundation for developing the research model and hypotheses, and identify research gaps that this study can contribute to (e.g., Tarkiainen & Sundqvist, 2005; Ueasangkomsate & Santiteerakul, 2016; Truong et al., 2012; Nguyen Phong Tuan, 2011; Nguyen Van Thuan & Vo Thanh Danh, 2011).

2.1.7. Analytical Framework and Research Model

 Based on the theoretical foundation presented above, this study proposes an analytical framework, a research model, and corresponding hypotheses. The proposed model identifies six key factors influencing the consumption of clean vegetables: health consciousness, subjective norms, perceived availability, perceived price, perceived quality, and information credibility (Ajzen, 1991; Ajzen & Fishbein, 1980).

2.2. Research Hypotheses

This study proposes six primary research hypotheses, focusing on exploring the factors influencing the consumption of clean vegetables in Ho Chi Minh City. These hypotheses are grounded in the theoretical framework, widely accepted consumer behavior models, and previous empirical studies on safe/organic vegetable consumption. The aim of these hypotheses is to test the relationships between the proposed independent variables and the dependent variable, which is the consumption of clean vegetables.

2.2.1. Hypothesis H1

Health consciousness has a positive impact on the consumption of clean vegetables. This hypothesis posits that as consumers demonstrate a higher level of concern for the health benefits associated with consuming clean vegetables, they are more likely to increase the frequency and quantity of their consumption of this product. This aligns with the growing trend of health-conscious consumers seeking out healthier food options, especially in light of increasing food safety concerns.

The perceived health benefits and controlled production standards of clean vegetables make them an attractive choice for individuals seeking to protect their health and the health of their families. Previous studies, such as those by Tarkiainen & Sundqvist (2005) and Ueasangkomsate & Santiteerakul (2016), support this hypothesis by demonstrating a positive correlation between health consciousness and the intention to purchase organic food.

2.2.2. Hypothesis H2

Subjective norms have a positive influence on the consumption of clean vegetables. This hypothesis suggests that social norms and the expectations of significant others influence an individual's decision to consume clean vegetables. According to Ajzen & Fishbein (1980), subjective norms reflect an individual's perception of what important people in their lives think about their behavior. When consumers perceive that those around them encourage or expect them to consume clean vegetables, they are more likely to conform to this behavior.

This hypothesis is grounded in the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB), which emphasize the role of social factors in shaping behavioral intentions.

2.2.3. Hypothesis H3

Perceived product availability is positively correlated with the consumption of clean vegetables. This hypothesis suggests that consumers are more likely to increase their consumption of clean vegetables when they perceive them to be readily available. The availability heuristic suggests that consumers tend to choose products that are easily accessible. If clean vegetables are not widely available or are difficult to find, consumers may opt for conventional vegetables instead.

2.2.4. Hypothesis H4

Perceived value positively influences the consumption of clean vegetables. This hypothesis suggests that when consumers perceive the price of clean vegetables to be fair and commensurate with their quality, they are more likely to increase their consumption.

According to the concept of perceived value, consumers are more likely to purchase products when they believe that the benefits received are greater than or equal to the costs incurred. If consumers perceive the price of clean vegetables to be too high relative to their perceived value or the price of substitute products, they may reduce their consumption. However, if the price is perceived as fair and reflective of the quality, they may increase their consumption.

2.2.5. Hypothesis H5

Perceived product quality is positively correlated with the consumption of clean vegetables. This hypothesis suggests that as consumers perceive higher quality attributes in clean vegetables, they are more likely to increase their consumption. Quality attributes include factors such as freshness, cleanliness, appearance, and packaging. According to the theory of perceived quality, consumers often use external cues to evaluate product quality. Clean vegetables with high perceived quality typically have a good appearance, careful packaging, and inspire consumer confidence.

2.2.6. Hypothesis H6

Information credibility has a positive impact on the consumption of clean vegetables. This hypothesis suggests that when consumers believe in the accuracy and reliability of information related to clean vegetables, they are more likely to increase their consumption of this product. According to the concept of source credibility, consumers tend to trust and act upon information from sources they perceive as credible. These sources can include television, newspapers, the internet, or personal channels such as family, friends, and colleagues.

2.4. Research model

Figure 1: Proposed research model

Source: Proposed by the research team

III. Research method

This study employed a mixed-methods research approach, combining both qualitative and quantitative methods to collect and analyze data (Creswell, 2014). In the initial phase, qualitative research was conducted through in-depth interviews with 30 clean vegetable consumers to explore and refine the observed variables, ensuring their relevance to the research context in Ho Chi Minh City (Hair et al., 2010). The information gathered from the qualitative interviews was used to adjust and supplement variables for the scale, thereby constructing the formal survey questionnaire.

In the subsequent phase, quantitative research was conducted by surveying 211 clean vegetable consumers in Ho Chi Minh City through an online questionnaire (Nguyen Dinh Tho, 2011). The observed variables were measured using a 5-point Likert scale. The collected data was analyzed using SPSS 20.0 software, including descriptive statistics, reliability assessment of the scale using Cronbach's Alpha, exploratory factor analysis (EFA), Pearson correlation analysis, multivariate linear regression, and analysis of variance (ANOVA) to test for differences in consumption behavior based on demographic characteristics (Hoang Trong & Chu Nguyen Mong Ngoc, 2008). These analytical techniques helped to test the research hypotheses and determine the level of influence of various factors on clean vegetable consumption.

Table 1: A comparison of measurement scales and their appropriateness

Source: Compiled by the author team

IV. Research results

4.1. Descriptive statistics

The descriptive statistics revealed that the sample consisted of 211 consumers of organic vegetables in Ho Chi Minh City, with a majority being female (61.6%). The age group was primarily between 26 and 40 years old (over 53%). A significant portion of participants held a college degree or higher (over 65%). Regarding income, the highest proportion (34.6%) earned between 10 and 15 million VND per month.

Consumption habits showed that people mainly purchased organic vegetables from organic food stores (34.6%) and supermarkets (26.5%), with an average consumption of 6-9 kg/week (42.2%) and a willingness to pay between 30,000 and 50,000 VND/kg (68.2%). These findings provide a comprehensive overview of the survey respondents and their organic vegetable purchasing habits.

Table 3: Correlation coefficients between independent and dependent variables

4.3. Verifying the assumptions of linear regression

The F-test indicated that the multiple linear regression model was significant (F = 53.616, p < 0.05), confirming the relationship between the independent and dependent variables. Individual t-tests revealed that all independent variables (health consciousness, subjective norms, perceived price, perceived quality, and trust in information) were statistically significant (p < 0.05) in explaining the variation in organic vegetable consumption. The variance inflation factors (VIFs) were all less than 2, indicating no multicollinearity problem. 

Table 1. Model fit indices

Source: Author’s analysing using SPSS

The results of the analysis indicate that the multiple linear regression model employed in this study is appropriate. This conclusion is supported by the assessment of the model's underlying assumptions. First, to evaluate the assumption of linearity, a scatterplot of standardized residuals against standardized predicted values was examined. The results show that the residual points are randomly scattered around a horizontal line at zero, without forming any specific patterns, confirming the existence of a linear relationship between the variables. Second, the Durbin-Watson statistic was used to assess the assumption of independence of errors. The obtained Durbin-Watson value of 2.005 falls within the acceptable range (1 < D < 3), indicating no first-order autocorrelation among the residuals and that the errors are independent.

Finally, to assess the assumption of normality of residuals, both a histogram and a P-P plot were analyzed. The histogram shows that the residuals are approximately normally distributed, with a mean close to 0 and a standard deviation close to 1. Additionally, the P-P plot confirms that the observed points do not deviate significantly from the expected straight line, further supporting the conclusion of normality of residuals. These results confirm that the underlying assumptions of the regression model are not violated, ensuring the accuracy and reliability of the study's findings.

V. Discussion and management implications

5.1. Discussion

The research findings have confirmed the significance of several factors influencing the consumption of fresh produce in Ho Chi Minh City, while also revealing some differences compared to previous studies.

• Health consciousness: This was the most influential factor on the consumption of fresh produce, which is entirely consistent with the context of consumers increasingly concerned about health and food safety. This result corroborates previous studies (Tarkiainen & Sundqvist, 2005; Ueasangkomsate & Santiteerakul, 2016) and highlights the importance of communicating the health benefits of fresh produce.
• Perceived quality and credibility of information: These factors also had a significant impact on consumption behavior. This indicates that consumers not only care about health but also pay close attention to product quality and the accuracy of related information.
• Subjective norms and price: These two factors had a lower level of influence but still played an important role in shaping decisions to consume fresh produce. This implies that social factors and price remain important considerations.
• Product availability: The results showed that this factor did not have a direct impact on the consumption of fresh produce, which could be due to the fact that consumers in Ho Chi Minh City have been able to access fresh produce through various channels. However, this could also be a point for further research.
• Demographic characteristics: Differences in consumption behavior based on gender, age, education, and income were also an important finding, suggesting that different consumer groups have different motivations and priorities when purchasing fresh produce.

5.2. Managerial implications

Based on the findings and discussions above, this study proposes several managerial implications:

• Strengthening health benefit communication: Businesses operating in the fresh produce sector should focus on clearly, detailed, and credibly communicating the health benefits of fresh produce. Diverse communication channels such as advertising, social media, and partnerships with nutrition experts should be utilized.
• Ensuring product quality and traceability: Providing high-quality fresh produce with traceable origins is crucial for building consumer trust. Businesses need to invest in rigorous production processes and quality control.
• Enhancing information credibility: Businesses should be transparent about their production processes, quality testing, and certification. Collaborating with reputable organizations to verify product quality is also an effective solution.
• Considering pricing: Businesses should set reasonable prices that align with consumers' purchasing power while considering promotions and discounts to attract customers.
• Focusing on target customer segments: Marketing and communication strategies should be tailored to different target segments based on gender, age, education, and income.
• Expanding distribution channels: Although availability is not a direct influencing factor, businesses should still maintain and expand distribution channels to ensure easy access to fresh produce for consumers.
• Deeper research on differences: Further research is needed into the differences in fresh produce consumption behavior among different consumer groups, especially those with distinct perceptions and consumption behaviors.

These managerial implications can assist businesses and policymakers in making effective decisions to promote fresh produce consumption and contribute to sustainable development.

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Nghiên cứu hành vi tiêu dùng rau sạch tại thành phố Hồ Chí Minh

ThS. Võ Thị Hồng Trang¹

Nguyễn Vũ Hoành Anh²

ThS. Nguyễn Thế Anh³

ThS. Nguyễn Thị Hoài Việt³

¹ Tổng Giám đốc, Công ty TNHH Tư vấn Đầu tư và Xây dựng HPCI

² Sinh viên, Khoa Kinh tế và Quản trị Kinh doanh,

Đại học Hàng không Dân dụng Trung Quốc

³ Giảng viên Kinh tế, Bộ môn Kinh tế,

Trường Cao đẳng FPT Polytechnic - Cơ sở TP. Hồ Chí Minh

Tóm tắt:

Nghiên cứu này khảo sát hành vi tiêu dùng rau sạch tại Thành phố Hồ Chí Minh, tập trung vào các yếu tố ảnh hưởng đến quyết định mua hàng. Kết quả cho thấy sự quan tâm đến sức khỏe là yếu tố tác động mạnh nhất, theo sau là nhận thức về chất lượng, độ tin cậy của thông tin, chuẩn mực xã hội và giá cả. Đáng chú ý, yếu tố về sự sẵn có của sản phẩm không có ảnh hưởng đáng kể. Nghiên cứu cũng chỉ ra sự khác biệt về hành vi tiêu dùng rau sạch theo giới tính, độ tuổi, học vấn và thu nhập, với nữ giới, người lớn tuổi, có trình độ học vấn cao và thu nhập tốt có xu hướng tiêu dùng rau sạch nhiều hơn. Kết quả này nhấn mạnh tầm quan trọng của việc nâng cao nhận thức về lợi ích sức khỏe và chất lượng rau sạch để thúc đẩy hành vi tiêu dùng tích cực..

Từ khóa: hành vi tiêu dùng rau sạch, rau sạch, hành vi tiêu dùng xanh.

[Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ, Số 1 tháng 1 năm 2025]

DOI: https://doi.org/10.62831/202501023