Factors Hindering the Behavior of Purchasing Hygiene and Safe Food by Residents of Metropolitan Areas in Vietnam

Pham Van Tuan, Vu Huy Thong, Pham Thi Huyen, Le Thuy Huong and Duong Thi Hoa

The paper aims to identify and measure the impact of hindering factors to the behavior of purchasing hygiene and safe food of people in Vietnamese cities, and to propose solutions to lessen and eliminate those factors, promoting the buying behavior of the consumers, therefore contributing to the growth of hygiene and safe food production and consumption in Vietnam urbans. The group of authors build research model; set up scales and questionnaires; apply qualitative and quantitative methods to collect data from a number of producers, distributors and survey 538 people as end-users; measure the impact of factors hindering the behavior of purchasing hygiene and safe food of people in the socio-economic conditions of urban cities. The research results show a general picture of the actual situation of buying behavior and factors that hinder the behavior of purchasing and consuming hygiene and safe food; focusing on 8 groups of issues: (i) Health and food concerns; (ii) Issues of knowledge, understanding and mentality; (iii) Social communication; (iv) Packaging and branding; (v) Socio-cultural factors and personal experience; (vi) Price; (vii) Availability, distribution, convenience; (viii) Quality. On that basis, the research team proposes orientations and solutions for hygiene and safe food businesses in areas such as marketing, communication and branding, as well as for state management agencies in areas such as communication and food supply chain management. The authors expect with the proposed solutions, the purchase and consumption of hygiene and safe food, in general and the urban areas in particular, will be promoted; thereby encouraging hygiene and safe food production and distribution, contributing to sustainable socio-economic development in Vietnam.

Volume 12 | 03-Special Issue

Pages: 999-1006

DOI: 10.5373/JARDCS/V12SP3/20201344