The Factors Affecting Consumer’s Using Safe Food Intention: The Case Study of Dong Thap Province

• Main Authors: Duong Huu Nhat Ha, 楊有日夏
• Other Authors: Tsan, Chia-Chi
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/43df95

碩士 === 龍華科技大學 === 企業管理系碩士班 === 105 === Food safety issue is becoming a global issue. In Vietnam, there are many food scandals in recent year, especially in developing agricultural area as Dong Thap province. However, consumers are not regarded safe food despite of they are really demanding for safe food sources in daily consumption. This study is to find out the factors affecting food safety consuming intention. It was conducted based on model of Theory of Reasoned Action (TRA), model of Theory of Planned Behavior (TPB) and food traditions of Vietnamese. It aims to help the managers to find these key factors affecting food safety consuming intention, helps Government and manager modifying food safety policy, increase residents’ awareness toward using safe food. The research is designed as a case study of consumers in Dong Thap province. Quantitative method is used by questionnaire distribution. There are 130 respondents responded questionnaires and the results were analyzed using SPSS software. The findings shown that attitude (H1), perceived behavior control (H3) and habit (H4) of consumer toward food safety had positive effect on using safe food behavioral intention. However, subjective norm did not much effect using safe food behavioral intention in Dong Thap market, Vietnam (H2 is not supported). Furthermore, this brings out some contribution for food industry and Government as well as theoretical contribution.