Determinants of Consumer Behavior towards Vegetables & Fruit With Viet GAP Standards in Vietnam: An Application of TPB-TAM Combination

• Main Authors: Phan Tran Quoc Tu, 藩陳國秀
• Other Authors: Mei-Chin Chu
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/769ued

碩士 === 南臺科技大學 === 商管專業學院 === 106 === This study investigates consumer behavior towards vegetables and fruits with Viet GAP standards. As matter of fact, consumers nowadays have to face with countless food risks related to toxic agents of plants, over use of pesticides and other chemical residues so that they are searching for certified food, such as Viet GAP certified V&F, which assures good quality and healthiness. However, this kind of special agriculture products are mostly found in large Vietnamese supermarkets rather than local markets which are common places to buy food. Therefore, it is believed that customer behavior intention and actual behavior towards V&F with Viet GAP standards must be completely different from behavior towards conventional V&F. The marriage of two most widely applied models; theory of planned behavior (TPB) and Technology acceptance model (TAM) is used to explore determinants of consumer behavior towards Viet GAP certified V&F. The results show that TAM is unsuccessfully applied in this research because Perceived Usefulness does not have a significant effect on Attitude and Actual Behavior. However, TPB significantly explain the behavior as the results show that all the relationships in the model are significant. In addition, to have further investigation, gender is regarded as a moderator to the relationships in TPB model. However, gender did not moderate the influence of TPB constructs in the term of this research. In Other words, TPB construct will be more motivating in consuming Viet GAP V&F for men than for women and vice versa. The findings of this study also provide some managerial and marketing implications for agricultural producers and dealers.