Hành vi tiêu dùng thực phẩm hữu cơ của thương hiệu châu âu tại thị trường Việt Nam – ứng dụng mô hình howard sheth và thuyết hành động hợp lý: nghiên cứu điển hình thương hiệu davert=Organic food consumption behavior of european brands in vietnamese market – theory of reasoned action and howard-sheth models application: a case study of davert brand

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Tác giả: Thị Mai Chi Vũ

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Khoa học và Công nghệ (ĐH Công nghiệp TP. HCM), 2024

Mô tả vật lý: tr.50-63

Bộ sưu tập: Metadata

ID: 244923

Thêm vào giỏ

Mức sống của người dân được cải thiện và cơ hội có được cuộc sống tốt đẹp là hầu hết các quốc gia đều mong muốn. Thế giới tiêu dùng toàn cầu ngày càng mở rộng dẫn tới có thêm nhiều cơ hội kinh doanh nhập khẩu cho các nhà phân phối phục vụ nhu cầu tiêu dùng trong nước. Tiêu dùng thực phẩm hữu cơ không chỉ được quan tâm ở các quốc gia phát triển mà hiện nay còn ở các nước đang phát triển như Việt Nam. Nghiên cứu này nhằm mục đích giải thích các giai đoạn trong quá trình ra quyết định tiêu dùng thực phẩm hữu cơ Davert, dưới góc độ xem xét yếu tố tâm lý nội tại của nhận thức giá trị khách hàng và niềm tin thương hiệu dựa trên lý thuyết hành động hợp lý (TRA) và mô hình hành vi tiêu dùng Howard-Sheth. Phương pháp thu thập dữ liệu bằng bản hỏi điện tử từ 352 người tiêu dùng đã từng sử dụng thực phẩm hữu cơ thương hiệu Davert tại 2 thành phố Hà nội và Hồ Chí Minh. Dữ liệu thu về được phân tích cấu trúc mô hình tuyến tính (SEM). Kết quả cho thấy cả 4 thành phần trong nhận thức giá trị đều tác động gián tiếp tới hành vi tiêu dùng thực phẩm hữu cơ thông qua vai trò trung gian niềm tin thương hiệu, trong đó nhận thức giá trị tài chính tác động mạnh nhất. Từ kết quả tìm thấy, nghiên cứu đã thảo luận để đưa ra các hàm ý quản trị cho các nhà quản lý thị trường và các nhà phân phối thực phẩm hữu cơ ngoại nhậpThe improvement of people's living standards and the opportunity to have a good life is what most countries desire. Expanding global consumption leads to more import business opportunities for distributors and intermediaries for meeting the national consumption market. Organic food consumption is not only of concern in developed countries but is now also in developing countries like Vietnam. This study aims to explain the stages in the consumption decision-making process of Davert organic food, in terms of considering the internal psychological factors of customer value perception and brand trust based on theory of reasoned action (TRA) and The Howard-Sheth behavioral model. Data collection method is by e-questionnaire survey from 352 consumers who have used Davert organic foods in 2 cities (Hanoi and Ho Chi Minh). The collected data were analyzed for structural linear modeling (SEM). The results show that all four components of value perception indirectly impact organic food consumption behavior through the mediating role of brand trust, in which financial value perception has the strongest impact. From the findings, the study discussed to provide management implications for Vietnamese market managers and organic food importers.

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