Hue consumers’ awareness, knowledge and attitude towards organic food
Vol. 130 No. 5C (2021), Original Article
Vol. 130 No. 5C (2021)

Hue consumers’ awareness, knowledge and attitude towards organic food

Original Article
https://doi.org/10.26459/hueunijed.v130i5C.6390
Published 2021-12-17
Nguyen Thi Thuy Đat
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Nguyen Van Phat
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Ho Thi Huong Lan
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
PDF (Vietnamese)

Keywords

organic food
consumers’ perception
purchase barriers
organic certifications/ labels thực phẩm hữu cơ
nhận thức người tiêu dùng
rào cản mua
chứng nhận/ nhãn hữu cơ

Abstract

The study aims to explore the Hue customers’ perception of organic food. The authors used in-depth interviews with 8 organic food suppliers and collected the opinions of 150 consumers. The data were summarized by descriptive statistics. The results show that organic food stores had an effort to promote organic food to consumers. Although most consumers have heard about organic food and have a fairly good understanding of organic food, there is poor recognition of organic certifications/labels. Moreover, respondents are not able to distinguish between organic food and safe food. Some barriers to purchasing organic food are the lack of knowledge about organic food, high price, satisfaction with the current supply, and mistrust of organic certification/quality. Some suggestions were figured out to enhance consumers' perception of organic food.

https://doi.org/10.26459/hueunijed.v130i5C.6390
PDF (Vietnamese)

References

  1. Willer, H & Klicher, L. (Eds). (2020), The World of Organic Agriculture, Statistics & Emerging Trends 2020, Báo cáo FIBL-IFOAM.
  2. Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007), Who are Organic Food Consumers? A Compilation and Review of why People Purchase Organic Food, Journal of Consumer Behaviour, 6(2–3), 94–110.
  3. Schifferstein, H.N.J. & Oude Ophuis, P.A.M. (1998), Health-related determinants of organic foods consumption in The Netherlands, Food Quality and Preference, 9(3), 119–133.
  4. Baker, S., Thompson, K., Engelken, J. & Huntley, K. (2004), Mapping the values driving organic food choice: Germany vs. the UK and the UK vs. Germany, European Journal of Marketing, 38, 995–1012.
  5. Roitner-Schobesberger, B., Darnhofer, I., Somsook, S. & Vogl, C.R. (2008), Consumer perceptions of organic foods in Bangkok, Thailand, Food Policy, 33, 112–121.
  6. Paul, J & Rana, J. (2012), Consumer behavior and purchase intention for organic food, The Journal of Consumer Marketing, 29(6), 412–422.
  7. Curvelo, I.C.G., Watanabe, E.A.d.M. & Alfinito, S. (2019), Purchase intention of organic food under the influence of attributes, consumer trust and perceived value, Revista de Gestão, 26(3), 198–211.
  8. H.V.Nguyen, N. Nguyen, B.K. Nguyen, A. Lobo, P.A. Vu. (2019), Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores, International Journal of Environment Research and Public Health, 16(6).
  9. Nguyen, P. T. (2014), A Comparative Study of the Intention to Buy Organic food between Consumers in Northern and Southern Vietnam, AU-GSB E-Journal, 4(2). http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/503.
  10. Van Huy, L., Chi M.T.T., Lobo A., Nguyen, N. & Long. P.H. (2019), Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles. Sustainability, 11(5), 1237.
  11. Loan H. Tran., Barbara Freytag-Leyer, Angelika Ploeger & Thomas Krikser (2019), Driving and deterrent factors affecting organic food consumption in Vietnam, Journal of Economics, Business and Management, 7(4), 137–142.
  12. Cục Thống kê tỉnh Thừa Thiên Huế (2019), Niên giám thống kê tỉnh Thừa Thiên Huế 2019, Nxb. Thống kê.
  13. Hội nghị xúc tiến thành lập hội nông nghiệp hữu cơ (2021), Truy cập 15/7/2021, từ https://www.nongthonmoithuathienhue.vn/hoat-dong-ban-nganh/hoi-nghi-xuc-tien-thanh-lap-hoi-nong-nghiep-huu-co.html.
  14. IFOAM. (2008), Definition of organic agriculture. Truy cập 5/6/2021, từ https://www.ifoam.bio/why-organic/organic-landmarks/definition-organic.
  15. Bộ Nông nghiệp và phát triển nông thôn (2018), Nghị định Số: 109/2018/NĐ-CP: Nông nghiệp hữu cơ.
  16. Dimitri, C., & Dettmann, R. L. (2012), Organic Food Consumers: What do we really know about them?, British Food Journal, 114(8), 1157–1183.
  17. Yin, S., W, L., Du, L. and Chen, M. (2010), Consumers’ purchase intention of organic food in China, Journal of the Science of Food and Agriculture, 90(8), 1361–1367.
  18. Magnusson, M., Arvola A. & Hursti, U. (2001), Attitudes towards Organic Food among Swedish Consumers, British Food Journal, 103(3), 209–226
  19. Padel, S. & Foster, C. (2005), Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food, British Food Journal, 107(8), 606–625.
  20. Yiridoe, E. K., Bonti-Ankomah, S., & Martin, R. C. (2005), Comparison of Consumer Perceptions and Preference toward Organic versus Conventionally Produced Foods: A Review and Update of the Literature, Renewable Agriculture and Food Systems, 20(4), 193–205.
  21. Riefer, A. & Hamm, U. (2008), Changes in families’ organic food consumption, Congress of the European Association of Agricultural Economists – EAAE, Ghent.
  22. Kotler, P. & Amstrong, G. (2017), Principles of Marketing, 17th ed., Pearson Education, Harlow.
  23. Wandel, M., Bugge, A. (1997), Environmental Concern in Consumer Evaluation of Food Quality, Food Quality and Preferences, 8(1), 19–26.
  24. Zanoli, R. and Naspetti, S. (2002), Consumer motivations in the purchase of organic food: a means-end approach, British Food Journal, 104(8), 643–53.
  25. Eagly, A.H. & Chaiken, S. (1995), Attitude strength, attitude structure and resistance to change, in Petty, R.E. and Krosnick, J.A. (Eds), Attitude Strength: Antecedents and Consequences, Ohio State University Series on Attitudes and Persuasion, 4, Lawrence Erlbaum Associates, Hillsdale, NJ.
  26. Aertsens, J., Verbeke, W., Mondelaers, K. & Van Huylenbroeck, G. (2009), Personal determinants of organic food consumption: a review, British Food Journal, 111(10), 1140–67.
  27. Gracia, A., & Magistris, T. (2007), Organic Food Product Purchase Behaviour: A Pilot Study for Urban Consumers in the South of Italy, Spanish Journal of Agricultural Research, 5(4), 439–451.
  28. Gracia, A., de Magistris T., Barreiro-Hurlé, J. (2010), Why Do We Buy Organic? Integrating Knowledge, Attitudes and Concerns in a Simultaneous Equation Model for Spanish Consumers, 119th EAAE Seminar ‘Sustainability in the Food Sector: Rethinking the Relationship between the Agro-Food System and the Natural, Social, Economic and Institutional Environments’, Capri, Italy.
  29. FAO. Organic Agriculture. Truy cập 1/6/2021, từ http://www.fao.org/3/y4587e/y4587e.pdf.
  30. Woese, K., Lange, D., Boess, C and Bogl, K. W. (1997), A comparison of organically and conventionally grown foods-Results of a review of the relevant literature, J Sci Food Agriculture, 74, 281–293.
  31. Stefen, W. & cộng sự. (2015), Planetary boundaries: guiding human development on a changing planet, Science, 347, 1259855.
  32. Brom, F.W.A. (2000), Food consumer concerns and trust: food ethics for a globalizing market, Journal of Agricultural and Environmental Ethics, 12(2), 127–39.
  33. Dang, V. T., Wang, J., Nguyen, H. V., Nguyen, Q. H., & Nguyen, N. (2021), A moderated mediation study of consumer extrinsic motivation and CSR beliefs towards organic drinking products in an emerging economy, British Food Journal.
  34. Zepeda, L., & Nie, C. (2012), What are the odds of being an organic or local food shopper? Multivariate analysis of US food shopper lifestyle segments, Agriculture and Human Values, 29(4), 467–480.
  35. Boobalan, K., Nachimuthu, G.S. (2020), Organic consumerism: A comparison between India and the USA, J. Retail. Consum. Serv, 53, 101988.
  36. Smith-Spangler C., Brandeau, M.L., Hunter, G.E., Bavinger, J.C., Pearson, M. & cộng sự. (2012), Are organic foods safer or healthier than conventional alternatives? A systematic review, Ann. Intern. Med., 157, 348–66.
  37. Apaolaza, V., Hartmann, P., D’souza, C., & López, C. M. (2018), Eat organic- feel good? The relationship between organic food consumption, health concern and subjective wellbeing. Food Quality and Preference, 63(1), 51–628.
  38. Huang, C., Kung, F. (2011), Environmental consciousness and intellectual capital management: Evidence from Taiwan’s manufacturing industry. Manag. Decis., 49, 1405–1425.
  39. Alonso, M. E., González-Montaña, J. R., & Lomillos, J. M. (2020), Consumers' Concerns and Perceptions of Farm Animal Welfare. Animals: an open access journal from MDPI, 10(3), 385.
  40. Harper, G. C., & Makatouni, A. (2002), Consumer Perception of Organic Food Production and Farm Animal Welfare, British Food Journal, 104(3/4/5), 287–299.
  41. Thøgersen, J., Barcellos, M. D., Perin, M. G., & Zhou, Y. (2015), Consumer buying motives and attitudes towards organic food in two emerging markets: China and Brazil, International Marketing Review,32(3/4), 389–413.
  42. Wojciechowska-Solis, J., Soroka, A. (2017), Motives and barriers of organic food demand among Polish consumers. A profile of the purchasers, British Food Journal.
  43. FAO. Organic Agriculture- FAQ. Truy cập 1/6/2021, từ http://www.fao.org/organicag/oa-faq/oa-faq5/en/.
  44. Roddy, G., Cowan, C. and Hutchinson, G. (1994), Organic food: A description of the Irish market, British Food Journal, 96(4), 3–10.
  45. FAO. Japan. Truy cập 5/6/2021, từ https://www.fao.org/3/Y1669E/y1669e0b.htm.
  46. USDA. (2015). Agricultural Marketing Service National Organic Program Handbook. Truy cập 5/6/2021, từ http://www.ams.usda.gov/rules-regulations/organic/ handbook.
  47. Council of the European Union. (2007). Council Regulation (EC) No 834/2007 of 28 June 2007 on Organic Production and Labeling of Organic Products and Repealing Regulation (EEC) No 2092/91 (Official Journal of the European Union, 2008), Truy cập 5/6/2021, từ http://eur-lex.europa.eu/legal-content/EN/ NOT/?uri=CELEX:32007R0834.
  48. Bộ Nông nghiệp và phát triển nông thôn (2007), Quyết định 106/2007/QĐ-BNN: Ban hành quy định về quản lý sản xuất và kinh doanh rau an toàn.
  49. Rangel C., Dukershire S. & MacDonald L. (2012), Diet and anxiety: An exploration into the Orthorexic society, Appetite, 58(1), 124–132.
  50. Krystallis, A. (2002), Purchasing Motives and Profile of the Greek Organic Consumer: a Countrywide Survey, British Food Journal, 104(9), 730–765.
  51. Thủ tướng Chính phủ (2020), Quyết định số 885/QĐ-TTg ban hành ngày 23/6/2020: Phê duyệt đề án phát triển nông nghiệp hữu cơ giai đoạn 2020–2030.
  52. Ủy ban nhân dân Tỉnh Thừa Thiên Huế (2021), Quyết định số 673/QĐ-UBND ban hành ngày 31/3/2021: Về việc phê duyệt chương trình khuyến nông tỉnh Thừa Thiên Huế giai đoạn 2021–2025.
  53. Tỉnh ủy Thừa Thiên Huế (2020), Quyết định số 69 Ctr/TU ban hành ngày 3/2/2020: Chương trình động thực hiện theo Nghị quyết 54-NQ/TW của Bộ Chính trị về xây dựng và phát triển tỉnh Thừa Thiên Huế đến năm 2030, tầm nhìn đến năm 2045.
  54. Cục thống kê thành phố Hồ Chí Minh (2019). Niên giám thống kê Thành Phố Hồ Chí Minh 2019. Nxb. Thống kê.
  55. Różycka-Tran, J., Truong, T.K.H., Cieciuch, J., & Schwartz, S. H. (2017), Universals and specifics of the structure and hierarchy of basic human values in Vietnam, Health Psychology Report, 5(3), 193–204.
  56. Schwartz, S. H., & Sagiv, L. (1995), Identifying culture-specifics in the content and structure of values, Journal of Cross-Cultural Psychology, 26(1), 92–116.
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright (c) 2021 Array