BỘ GIÁO DỤC VÀ ĐÀO TẠO • • •DẠI HỌC KINH TẾ THÀNH PHÓ HÒ CHÍ MINH BÁO CÁO TÔNG KẾT ĐÈ TÀI NGHIÊN cứu KHOA HỌC THAM GIA XÉT GIÃI THƯỞNG ‘’NHÀ NGHIÊN CƯU TRẺ UEH” NĂM 2024 IMPACT OF IND
INTRODUCTION
Research overview
Table 1 Summary of related studies
Surveying the Impact of Fashion Trends on the
Purchase Domestic Products Among Young Consumer Groups in Hanoi
Willingness to Purchase Domestic Products Among Young Consumers in Hanoi
Orientation, and Buying Behavior towards Domestic Products
The spirit reflecting traditional class and pride in the national culture in consumerism influences the positive inclination towards purchasing domestic products
Although consumers may not actively contribute to buying local products, they also do not express
Just a quantitativ e research study unwillingnes s to purchase domestically manufacture d goods
The determinants of green packaging that influence buyers’ willingness to pay a price premium
Measureme nt of the impact of six factors on the willingness to pay for green packaging.
The influence of various factors on buyers' willingness to pay for green packaging.
The study uses data for a meta regression analysis based on six factors' theories.
The study reveals that green packaging brings uniqueness and influences buyers' willingness to pay a higher price EFA and CFA used.
Limitation on the number of surveys makes the collected data not feasible for quantitative economic analysis.
The price is right!? A meta regression analysis on willingness to pay for local food
Measureme nt of willingness to pay for local food.
Factors affecting the willingness to pay for local food.
Higher prices for locally processed local food add significant value compared to non processed
Reference materials are limited, and a small survey sample makes economic quantity analysis challenging.
Limited geographic al scope (surveyed only in Hungary) and demographi c focus(surveyed only age
The impact of previous restaurant experiences significantly influences consumer decisions regarding local food purchases When surveyed, customers expressed a higher likelihood of buying from restaurants that prioritize local food sourcing This trend highlights the importance of consistent decision-making in promoting local food values and enhancing the overall dining experience.
The influence of restaurants significantly impacts individual decision-making and value chain choices, particularly regarding purchasing local products However, studies indicate that there is a lack of comprehensive research on how these factors shape consumer behavior and planning activities.
Strohbehn c,2014) local food food to perceive local foods as expensive and less productive
Encouraging the use of local foods by restaurants increases the likelihood of purchase. clarity on the actual decision making awareness and attitude of buyers.
The study examines the impact of food traceability systems on consumer perceptions and purchase intentions across four provinces in China It highlights the positive relationship between consumer knowledge and perceived traceability, indicating that enhanced understanding of traceability systems can increase the overall value perceived by consumers This relationship moderates the purchasing intentions of consumers, emphasizing the importance of effective communication about traceability in the food industry.
China and purchase between the study only (Chunlin
2020) purchase intention. intention food traceability system and consumer perceived value through safety and diagnostic ability. took place in
2019, while consumer behavior changes over time.
Perceived Identify The Perception Limitations
Consumer factors willingness of the include
Effectiveness influencing to pay varies effectivenes geographical and the over lime s constraints
Willingness willingness Effectivenes significantly (survey to Pay for to pay s perceived influences conducted
Credence higher by the only in
Product prices for consumers, willingness Hungary) and Attributes of sustainable willingness to pay for demographic Sustainable
2022) food products. to pay sustainable food products, including organic and locally produced animal products that meet restrictions(only age group 18-39 considered). animal welfare standards.
Examine consumer preferences and compare their willingness to pay for various value-added attributes of processed blackberry jam.
The willingness to pay of consumers for processed blackberry jam.
Positive willingness to pay for both organic and local attributes
Consumers are willing to pay more when produced locally.
Small-scale survey in Kentucky and Ohio.
Local Foods in Organic and National
Clarify consumer segmentatio n in evaluating trust in local foods.
Examine attitudes and perceptions of consumers regarding two quality programs for various types of food.
Both consumer groups have similar knowledge about local foods, with regional based understanding superior to national based
Surveying during the COVID-19 pandemic may disrupt focused groupings and quantitative surveys. understanding
"Organic” group has a more international orientation and community support, regardless of geographical distance The study was conducted entirely online.
A behavioral reasoning perspective on the consumption of local food
REKO, a social media based local food distribution system
Investigate self-identity, attitudes toward local food, and brand love, along with context- related variables related to the consumptio
Factors forming the attitude of consumers towards local food and brand love for local food.
Behavioral Reasoning Theory (BRT), brand love.
Personal identity is related to attitudes towards local food and reasons as well as opposition to consuming local food distributed by REKO Data
The study relied on data collected from a social media channel.
The survey was conducted during the COVID-19 n of local food. collected from members of a social media channel The study was conducted during the ongoing
COVID-19 pandemic, causing disruptions. pandemic, causing potential disruptions.
Attitudes, and Purchase of Food With
Identify consumer awareness and attitudes toward quality labels in Slovenia.
Examine consumer awareness and attitudes regarding the purchase of food with quality labels in Slovenia.
The perception of quality labels is weak mainly due to the high quantity and poor design, and ineffective communicatio n campaigns.
The study focuses only on consumers with digital literacy.
Industry 4.0 on supply chain performance
Explore the potential impact of the fourth industrial
Through conducting a systematic literature review, the
This study is exploratory research, conducted based on
The application of Industry 4.0- enabling- lechnologies revolution - Industry 4.0 and its associated technologica
This paper investigates the influence of Industry 4.0 on supply chain (SC) performance, aiming to develop an operational framework grounded in Systems Theory and inductive reasoning The findings are expected to provide valuable insights into supply chain management (SCM), leading to substantial performance enhancements through a holistic approach that emphasizes extensive integration, information sharing, and transparency across the supply chain.
4.0: the impact of supply chain digitalization
Investigate the relationship between supply chain
The mediating effect of supply chain integration
Theory of digitalizalio n and supply chain integration,
Both digitalization and supply chain integration
Small sample size, conducted during the
Previous studies have highlighted key aspects of the relationship between digitalization, supply chain integration, and firm performance They emphasize the moderating role of supply chain digitalization in enhancing overall business outcomes Additionally, an online survey conducted among Chinese employees has provided valuable insights into these dynamics.
N = 264) working in the supply chain industry relationship between supply chain digitalizatio n, supply chain integration and company performance have a positive influence on company performance.
Supply chain integration partly mediates the relationship between supply chain digitalization and firm performance
In today's dynamic market, various factors increasingly influence consumers' purchasing decisions, as their psychology becomes more sensitive to changes in their environment, particularly with the advancements of Industry 4.0 This correlation indicates that shifts in external factors directly impact consumer behavior, leading to changes in their willingness to buy.
Recent studies indicate a significant shift in consumer behavior, transitioning from traditional to modern consumption patterns Today, consumers are increasingly mindful of the issues surrounding their product choices, leading them to develop informed perceptions that guide smarter and more rational purchasing decisions.
Consumer purchasing behavior is influenced by the tendency to choose between domestic and foreign products, shaped by psychological factors and the external environment Shoppers' decisions reflect their preferences for local versus international goods.
The research indicates that while numerous studies have explored consumer behavior and the willingness to buy, there remains a significant gap regarding the specific factors influencing food purchasing decisions, particularly in the context of globalization and Industry 4.0 Most existing literature has focused on general consumer trends without addressing specific demographics, such as youth and students This article aims to fill that gap by examining the unique factors that affect the willingness to buy among this particular audience, thus providing new insights into consumer behavior in a rapidly changing economic landscape.
Rationale for topic selection
Revised is the context of supply chain 4.0 from the development of globalization and industry 4.0:
In recent years, globalization and Industry 4.0 have accelerated the establishment of interdependent relationships between countries, fostering significant political and social dynamics As these trends reflect the evolution of production capacities and international labor divisions, nations are compelled to swiftly adapt to the changing economic landscape This shift leads to the formation of unilateral, bilateral, and multilateral relationships, prompting numerous negotiations and trade exchanges facilitated by unions and trade organizations Consequently, the global market experiences a surge in the import and export of diverse products, which, while enriching international commerce, also exerts pressure on domestic businesses.
Vietnam's domestic market is experiencing a transformation driven by globalization and Industry 4.0, reflecting a shift in its economic structure amid global integration This evolution is fueled by reform initiatives and efforts to attract business investment, solidifying Vietnam's standing in the international arena.
Vietnam is steadily strengthening its position and expanding international relations while benefiting from various tax incentives and reduced import-export costs As a result, the country has seen significant growth in export turnover within the ASEAN region, with a notable 15.3% increase in 2022 compared to previous years.
Vietnamese businesses are increasingly poised to expand into international markets and attract external capital, leading to greater access to diverse economic and service trade opportunities As market growth continues, consumers are shifting towards modern consumption trends, prioritizing sustainable choices, especially in the wake of the COVID-19 pandemic This shift emphasizes the importance of food safety and quality, prompting consumers to carefully consider the origins and production processes of both domestic and foreign products Additionally, the influence of Supply Chain 4.0 has facilitated the influx of foreign goods into the domestic market To compete effectively and gain consumer trust, Vietnamese food production businesses must adapt to current trends and demonstrate value However, various factors, including external influences and product quality perceptions, significantly affect consumers' purchasing decisions.
Over the past fifteen years, consumer interest in local food has steadily risen, prompting an increase in research focused on consumer attitudes and purchasing behaviors related to locally produced foods (Holloway et al., 2007; Ilbery et al., 2007; Ilbery et al., 2005) Numerous scientific studies have explored the concept of local food and consumers' willingness to pay for it However, there is a noticeable lack of reviews examining consumer behavior in the context of globalization and Industry 4.0, despite the rapid growth in this area.
The overwhelming amount of product information, particularly regarding domestic goods, has led to consumer "overfeeding," making it challenging to manage In response to this issue, our team conducted research on the "Impact of Industry 4.0 Supply Chain on Consumer Willingness to Buy," focusing on local food consumption among students in Ho Chi Minh City.
Research objectives
The primary goal of this study is to identify the key factors influencing students' willingness to pay for domestic food in Ho Chi Minh City (HCMC) and to analyze which of these factors have the greatest impact on their purchasing decisions.
The second objective is to build a proposed research model and test a scale of factors affecting students' willingness to buy domestic food in the current context of supply chain 4.0.
The third objective of this research is to offer conclusions and innovative contributions aimed at providing solutions and recommendations for Vietnamese domestic food businesses In the context of Supply Chain 4.0, the study emphasizes the importance of developing cooperative strategies while aligning with emerging global development trends.
Research subject
The research focused on a survey of students in Ho Chi Minh City (HCMC) from various schools and universities to analyze their consumption behavior towards domestic food within the framework of the 4.0 supply chain This demographic was selected due to its large population, sensitivity to market changes, and adaptability to the evolving context of Supply Chain 4.0 The study utilized an online survey to gather relevant data from this target group.
Research methodology
The team utilized the Google Forms tool to create a survey aimed at their target audience, successfully gathering 199 responses From these, they selected valid samples to analyze and statistically assess the factors influencing students' willingness to purchase food.
The group engaged in discussions among its members and incorporated feedback from UEH lecturers to refine the proposed scale and research model Additionally, they ensured that the grammar and sentence structure were appropriately adjusted to align with the survey subjects.
Scope of the study
This research investigates the consumption behavior of students in Ho Chi Minh City regarding domestic food within the framework of Supply Chain 4.0 It emphasizes key factors such as student awareness of food origin, production processes, and the food itself Additionally, the study examines the various influences on students' purchasing decisions for domestic food By clearly defining the research scope and limitations, this study aims to focus on essential aspects that guide the formulation of research questions and the achievement of research objectives.
Research content
The current landscape of food and supply chain 4.0 necessitates a comprehensive understanding of consumer behavior, particularly among students in Ho Chi Minh City (HCMC) This project aims to assess the willingness of HCMC students to purchase domestic food within the framework of supply chain 4.0 The research article is organized into five chapters, each detailing specific aspects of the study.
Chapter I of the research project introduces the central problem and outlines the pressing reasons for selecting the topic It details the research objectives, questions, and the scope of the study, while also discussing the research methods employed Additionally, it highlights the practical significance of the chosen topic, emphasizing its relevance in the field.
Chapter II introduces the theoretical basis and synthesizes and evaluates previous research related to domestic food consumption, factors affecting student purchasing behavior, and supply chain 4.0 impacts, chemistry in the food sector Through synthesizing the theoretical basis and related research, the project will build specific goals and research hypotheses to shape Ihe research process The research results of chapter two aim to present the proposed research model and hypotheses of the research model.
Chapter III describes in detail the research method, including data collection methods, denominators, and research tools related to research design, including quantitative research methods The presented scales will be used to design the questionnaire for the official investigation step.
Chapter IV includes steps such as the data collection process, descriptive statistics, and research results detailed through the results of assessing the reliability and validity of the scale, and analyzing the interaction relationship, between factors, regression analysis thereby aims to test the hypotheses in the research model The results of chapter four aim to determine the relationship between the willingness to buy domestic food and factors in the context of integration The research method will use survey tools from 199 students in HCMC to collect data This process will be carried out carefully to ensure accuracy and reliability After that, the collected data will be analyzed to verify the proposed research hypotheses.
Chapter V of the research project outlines the findings regarding the domestic food purchasing habits of HCMC students and examines the influence of Supply Chain 4.0 on these habits This analysis serves as a foundation for recommending solutions and policies aimed at enhancing domestic food consumption while addressing the challenges posed by Supply Chain 4.0 Additionally, the project’s results can inform the development of effective business and marketing strategies by providing insights into consumer needs and priorities amid the evolving landscape of Supply Chain 4.0.
Chapter 1 presented the background of the research and from there, the reasons for the research were conducted The research gaps are also briefly presented in the overview of existing studies This is the basis for defining general and detailed research objectives The method part is presented only in general, the following chapters will present the specific contents.
LITERATURE REVIEW AND RESEARCH MODEL
Theoretical framework
The rise of sustainable supply chains is becoming increasingly vital in modern industries, as they aim to incorporate sustainability into key processes like planning, sourcing, delivery, storage, and returns According to Srhir et al (2023), addressing economic, social, and environmental factors is crucial for achieving the strategic objectives of stakeholders within the value chain, making sustainability a key factor for business success.
There are more and more studies on Industry 4.0, in particular, the term
Industry 4.0 is gaining significant attention within the academic community, representing a shift from traditional supply chains to advanced Supply Chains 4.0 through the integration of smart technologies Key technologies driving this transformation include the Internet of Things, Additive Manufacturing, Artificial Intelligence, Big Data Analytics, Intelligent Autonomous Vehicles, Blockchain, Cloud Computing, and Machine Learning These technologies operate independently yet collectively enhance production efficiency and sustainability goals Research indicates that they facilitate the collection and transmission of vast amounts of data between physical systems, enabling process integration and informed decision-making.
The advancements in Supply Chain 4.0, driven by emerging technologies, are poised to create a significant global impact These innovations hold the potential to enhance productivity, improve quality, and increase efficiency across international business operations.
Incorporating supply chain 4.0 with key components and stakeholder support significantly impacts strategic business alliances in the industry and influences income distribution across nations Research highlights the importance of economic sustainability in this context, demonstrating how these integrations can enhance collaboration and economic equity globally.
Process management in Supply Chain 4.0 is highly advanced, incorporating automated systems like smart manufacturing to enhance accuracy and efficiency This approach improves process accuracy, ensures data visibility, and facilitates thorough inspections, thereby reducing downtime, minimizing errors, decreasing waste in production, and mitigating risks to worker safety.
Food is any substance consumed by organisms to provide essential nutrients for energy, growth, and overall health It can originate from plant-based, animal-based, or fungal sources and includes vital nutrients such as carbohydrates, fats, proteins, vitamins, and minerals Different animal species have adapted their feeding behaviors to meet specific metabolic needs within their ecological environments Food can be found in various forms, including raw, processed, or pre-prepared, and is typically ingested through the mouth Key nutrients in food consist of water, lipids, proteins, and carbohydrates, while minerals and organic compounds like vitamins are also present Photosynthesis allows plants, algae, and some microorganisms to produce their own food, and water is considered a type of food itself While water and fiber have low energy density, fats are the most energy-dense component, and certain inorganic elements are crucial for the functioning of both plants and animals.
Human food can be categorized in various ways, primarily based on related products or processing methods, with four main groups reflecting their origin and nutritional function: vegetables and fruits, grains and bread, dairy, and meat Key studies on dietary quality focus on whole grains, refined grains, vegetables, fruits, nuts, legumes, eggs, dairy products, fish, red meat, processed foods, and sugary beverages The Food and Agriculture Organization and the World Health Organization classify food into nineteen categories, including cereals, roots, legumes, milk, eggs, fish, meat, insects, vegetables, fruits, fats, sweets, spices, beverages, nutritional foods, additives, composite dishes, and snacks.
Local food is characterized by cultural subjectivity and influenced by social and political contexts, as noted by Holt and Amilien (2007) Sharma et al (2009) describe it as food that is grown or processed locally and sold primarily through local markets or producers The Oklahoma Food Policy Council (2003) defines the local food system as one that provides sufficient opportunities and infrastructure for producers to sell their goods to local consumers and organizations Lenzer (2011) highlighted challenges faced by the local food movement in the U.S when attempting to broaden the definition of 'local' beyond mere production locations to include marketing and labeling on a regional scale The study ultimately found that consumers generally support local markets as a means of fostering community connections.
Willingness to Pay (WTP) and Willingness to Buy (WTB) are two common methods to determine value The WTP method uses an open-ended question (e.g.,
The willingness to pay (WTP) method asks individuals to specify the maximum price they would pay for a good, while the willingness to buy (WTB) method inquires if they would purchase it at a given price Research indicates that WTB values are often higher than WTP estimates, particularly for public goods Studies by Becker et al (1964), Kahneman & Knetsch (1992), and others highlight the differences in these valuation methods, suggesting that the closed-ended WTB approach may yield more optimistic purchasing intentions compared to WTP assessments.
Previous research has not shown that willingness to pay (WTP) and willingness to buy (WTB) can result in conflicting pricing orders Typically, both WTP and WTB represent the core pricing perceptions of consumers and tend to produce consistent pricing orders between two alternatives.
& Leclerc, 1998) For this study, WTP and WTB are defined similarly and are methods to measure whether an individual is willing to purchase something (Zoe Y
2.1.4 Theory of Planned Behavior (TPB)
The Theory of Planned Behavior (TPB) enhances the predictive ability of the Theory of Reasoned Action (TRA) by incorporating the component of perceived behavioral control, as proposed by Ajzen TPB has been utilized in various fields, including public relations, healthcare, sports management, advertising, and sustainability, to study the connections between belief, attitude, behavioral intention, and actual behavior Ajzen emphasizes that intention reflects the motivational factors influencing behavior, indicating the effort individuals are willing to exert Essentially, a stronger intention correlates with a higher likelihood of performing the behavior TPB posits that three core components—subjective norms, attitude, and perceived behavioral control—collectively shape an individual's behavioral intention, which is deemed the most direct determinant of social behavior.
The Theory of Planned Behavior (TPB) posits that intention is a key driver of behavior, influenced by attitude and perceived behavioral control This framework is frequently employed to explore consumer choice, purchase, and acceptance behaviors, as well as in management contexts TPB has been extensively applied in service research to examine various consumer purchase intentions, including destination loyalty, hotel selection, genetically modified foods, and green practices Additionally, it has been discussed in contexts such as food safety behavior, environmental pollution reduction by managers, knowledge sharing among managers, financial misconduct reporting, and employee decisions regarding new technology Despite its broad application, there remains a gap in research utilizing TPB to study consumer awareness and behavior related to food.
CuiTent slate of the research problem
2.2 Current state of the research problem
The advancement of globalization and Industry 4.0 presents both opportunities and challenges for businesses and consumers, particularly within the evolving landscape of 4.0 supply chains Market liberalization, diminished trade barriers, and enhanced transportation networks have significantly increased the accessibility and competitiveness of imported food products compared to domestic offerings.
Globalization and industrialization have significantly influenced consumer behavior, particularly among students, by increasing the variety and availability of international food products This expanded selection has provided consumers with more shopping options, enhancing their purchasing decisions (Schilirò et al, 2020).
Globalization and industrialization have led to increased reliance on imported food, particularly in regions with limited agricultural capacity, raising concerns about food security and the sustainability of domestic food supplies To compete in the global market, countries must ensure that their food products meet international safety and quality standards, such as GMP, HACCP, BRC, IFS, and ISO 22000 These standards are essential for maintaining production control and ensuring food safety and hygiene, ultimately helping domestic producers meet consumer demands and enhance food security.
International trade policies significantly affect both domestic and imported food consumption, imposing restrictions that influence competition among food products In today's globalized and industrialized market, businesses and food manufacturers prioritize building strong brands and implementing effective marketing strategies to attract consumers and remain competitive against industry giants like Kellogg's, Mondelez, Coca-Cola, PepsiCo, Unilever, and Nestle.
In recent years, the Vietnamese food market has diversified significantly due to globalization and Industry 4.0, offering a wide range of domestic and imported products This increased variety has influenced the purchasing behavior of students in Ho Chi Minh City, intensifying competition among food options.
In recent years, Vietnam's domestic food market has experienced significant growth, offering a wide range of high-quality products to meet the diverse needs of consumers According to the Ministry of Industry and Trade, Vietnamese goods account for over 90% of products in domestic supermarket systems, with traditional retail channels, such as markets and convenience stores, featuring 60% or more Major supermarket chains like Co.opmart (90-93%), Saira (90-95%), and Vissan (95%) consistently showcase a high proportion of local products Modern distribution systems also maintain strong levels of Vietnamese goods, with Central Retail at 90% and AEON Vietnam at 80% However, globalization has made imported products increasingly accessible and appealing.
Economic development has heightened consumer awareness regarding food quality and safety Shoppers increasingly focus on the origin and quality of their food, seeking products that meet stringent safety standards and certifications Health-conscious individuals prioritize foods that are nutrient-rich, free from preservatives and harmful chemicals, and sourced from environmentally sustainable practices.
Trade policies and regulations lead to price discrepancies between domestic and imported products, which can affect students' purchasing choices To encourage the production, business, and consumption of Vietnamese goods, initiatives were announced on March 17.
2021, the Prime Minister signed Decision No 386/QD-TTg on promulgating the domestic market development project associated with the Vietnam War campaigning
From 2021 to 2025, Vietnamese consumers are encouraged to prioritize local products The Ministry of Industry and Trade, through the Department of Domestic Market, aims to enhance the competitiveness of domestic businesses by continuing effective programs and projects This initiative is part of the ongoing "Vietnamese People Prioritize Using Vietnamese Goods" campaign, which supports local goods and businesses.
Consumers are increasingly aware of the significance of cultural values and the need to support domestic products, which helps preserve cultural heritage This support not only benefits the agricultural sector but also reduces the environmental impact associated with international freight transport.
Research model and hypotheses
The impact of supply chain 4.0 on consumers' willingness to buy: Evidence of domestic food consumption among students in HCMC.
Modern consumers are increasingly discerning about food quality, production processes, and environmental impacts, as well as factors like production methods and distance to market Research has shown that consumers are willing to pay more for geographic indicators, such as country of origin labeling A study conducted in the United States revealed a statistically significant willingness among customers to pay a premium for products certified as originating from domestic U.S sources.
Research on consumer willingness to pay for domestically produced food, primarily based on hypothetical surveys, indicates a positive inclination towards local food purchases Studies by Loureiro and Hine (2002) and Brown (2003) highlight that consumers value attributes such as product freshness, farm size, and proximity to production when considering local food Darby et al (2008) further quantified this willingness, particularly for strawberries, showing that some consumers prioritize domestic food even beyond specific attributes Factors influencing this willingness encompass sourcing, production processes, and associated services, especially in the context of the evolving 4.0 supply chain.
In this study, purchase intention refers to an individual's readiness to buy a product (Tirtiroglu & Elbcck, 2008) According to Zwass (1998), online purchase intention encompasses a consumer's desire to establish a relationship and complete a transaction with a retailer through their website Pavlou (2003) further emphasizes that online purchase intention signifies a customer's willingness to engage in an online transaction.
Based on research in an unpublished master's thesis by Sharma and others
A significant study in 2009 revealed that 40% of customers were willing to pay an additional $0.25 to $1 for domestically sourced ingredients, particularly those highlighted in menus like apples, carrots, and ground beef Research by Alonso and O'Neill (2010) emphasized that the convenience of purchasing domestic food is highly valued, with price being a minor factor in consumer decisions The promotion of locally sourced products by store staff plays a crucial role in this dynamic Additionally, Murphy and Smith (2009) found that chefs prioritize locally sourced ingredients, fostering strong relationships with local suppliers Chen and Huang (2013) further noted that food businesses can effectively communicate the safety and origin of their products, positively influencing consumer perceptions and willingness to pay Buaprommee and Polyrat (2016) highlighted that consumer understanding of a product significantly affects purchase intentions Based on these findings, the first hypothesis posits that the level of understanding about domestic food influences students' willingness to buy.
Hi: Food sourcing positively affects students' willingness to buy domestic food.
In research, "Operation" encompasses the practical aspects of planning, executing, and managing tasks within a specific field Its meaning varies based on the study's context In business and management, "Operation" pertains to the processes involved in producing, distributing, and managing goods and services Scholars like Meredith and Amoako-Gyampah (1990) have offered valuable insights into the research directions within the manufacturing process Operation.
Recent food safety incidents, such as avian flu and swine fever, along with the use of harmful additives like clenbuterol and melamine, have driven consumers to seek safer, healthier food options As a result, there is a growing interest in the origin and production processes of food Ensuring food safety has become a critical issue for nations, prompting experts like Karolina Pawlak et al (2020) to advocate for increased investment in agricultural infrastructure and production methods to enhance consumer purchasing power.
Inwood et al (2009) discovered that chefs prioritize the intrinsic values of local foods, such as flavor and freshness, over production standards This focus on quality enhances the acceptance of local foods while optimizing operations for broader consumer appeal.
Value chain analysis (VCA), introduced by Porter in 1985, serves as a strategic framework for businesses aiming to boost competitiveness through enhanced activity performance, particularly in manufacturing By optimizing each activity, VCA contributes to the creation of value, ultimately elevating the overall worth of products or services.
Based on the above research, the team hypothesizes the second - factor affecting students' willingness to buy domestic food:
H2: The food production process positively affects students' willingness to buy domestic food.
Over the past decade, the rise in scientific articles focused on consumer behavior highlights the growing importance of this research area (Corinna Feldmann et al., 2015) Understanding product preferences and attributes is essential for improving marketing strategies, communication, and food policy planning Numerous studies have explored local food perceptions and consumers' willingness to pay for such products According to Tabassum et al (2020), various product attributes, including taste, safety, nutrition, price, sensory appeal, convenience, environmental friendliness, hygiene, and ethics, significantly influence consumers' purchasing decisions for beneficial food products, ultimately affecting their willingness to buy (WTB) (Ngigi et al., 2011).
Guney and Giraldo (2019) explored consumer attitudes toward organic eggs, revealing that these eggs are viewed as healthy, nutritious, and tasty, with product attributes influencing purchase willingness As food safety becomes increasingly important to consumers, Schnettler (2015) highlighted key characteristics of functional foods and the motivations driving their consumption Global research on the willingness to pay for healthy food products has been conducted (A Krystallis et al., 2005; Tiziana De Magistris et al., 2008), identifying factors that affect consumers' willingness to pay for food products based on their attributes.
Nadzirah et al (2013) identified key factors influencing university students' willingness to pay for local food services, highlighting the intermediary roles of image and customer satisfaction in the relationship between service attributes and Word of Mouth (WOM) Research by David Joon-Wuk Kwun (2013) further indicates that service attributes impact image, satisfaction, and recommendation intentions differently among students Building on the models proposed by Jang and Namkung (2009) and Kim and Moon (2009), it is evident that food service-related factors, defined as environmental stimuli from the restaurant, significantly affect consumers' willingness to pay for local food products.
As consumer interest in local food attributes increases, managers must delve deeper into service offerings to enhance marketing strategies This exploration is crucial, as it underpins the proposed Anal hypothesis regarding factors that influence students' willingness to purchase local food products.
H3: Product and service attributes of local food positively influence students’ willingness to buy local food.
Proposed research model
Previous studies, including research by Amit Sharmaa et al (2014), identified three key factors influencing purchasing willingness: supply/sourcing, operation, and product and services Additionally, Shuman Wang and Xiaolei Yu (2020) found that consumers are increasingly interested in the origin and source of their food Based on these insights, the research team proposed a new research model to explore these dynamics further.
Chapter 2 provides a comprehensive overview of key theoretical frameworks, including the Theory of Planned Behavior (TPB) and concepts related to Willingness to Pay (WTP), while also exploring the Industry 4.0 supply chain The chapter examines the current state of the Industry 4.0 supply chain both globally and domestically, and analyzes the relationships between various variables, particularly focusing on "Sourcing."
"Operation," and "Product/Service," the team has proposed a research model based on consumer aspects in HCMC.
RESEARCH METHODOLOGY
Research procedure
The research was conducted in the following sequence:
In any research study, it is essential to clearly identify key elements such as the research title, objectives, surveyed subjects, and the overall scope This precise identification is vital for ensuring the research maintains a coherent sequence and remains focused throughout the investigation.
The research team conducted a thorough review of reputable scientific journals to select relevant data sources for the topic This process included summarizing existing theories, which laid the groundwork for developing the proposed research model, hypotheses, and theoretical framework.
Step 3: Build research model and questionnaire
The research team developed a research model and questionnaire by building on the theories examined in step 2, ensuring that the process was grounded in the established theoretical foundations and specific evidence from prior analysis.
The team adopted a collaborative approach to complete the questionnaire, engaging in discussions among members They also sought feedback on the measurement scales from a UEH lecturer via Gmail This process allowed the team to refine and adjust their logical perspectives to ensure alignment with the research objectives.
The team utilized Google Forms to create an online survey, incorporating insights from previous discussions and contributions This survey featured a 5-point Likert scale to assess observational variables, ranging from "Strongly Disagree" to "Strongly Agree."
Step 5: Data analysis, result verification
After collecting a reasonable sample size, the team performed data analysis using various testing and factor analysis methods to verify hypotheses and the proposed research model.
The team created a detailed research report based on the analyzed data, highlighting the study's significance, its new contributions to the field, managerial implications, and recommendations for future research directions.
Research methods for the topic
3.2.1 Methods of analysis and synthesis
The research team analyzed how the supply chain affects students' willingness to buy local food in HCMC by breaking down the study into key factors such as supply sources, operations, and food attributes and services They developed specific questions for each factor to capture essential characteristics Utilizing a deductive analytical method, the team first assessed and identified the core elements before synthesizing the findings to evaluate their influence on students' purchasing decisions regarding local food.
This study employed a widely used data collection method in scientific research (Teherani A et al, 2015), synthesizing secondary data from diverse sources and relevant studies Furthermore, the research team conducted a survey among students in Ho Chi Minh City, utilizing a structured questionnaire to gather their assessments.
Quantitative research
The quantitative research phase of this study consists of four key steps in the sample selection process: first, identifying the research population, which includes defining the scope and subjects; second, determining the appropriate sample size; third, selecting the sampling method; and fourth, conducting the actual sample selection.
The research project utilizes a survey targeting key subjects within its scope to validate hypotheses and model concepts Following this validation, the study employs linear regression analysis to evaluate the relationships between independent and moderating variables in the proposed model.
The research utilizes regression analysis via SPSS software to evaluate how Industry 4.0 supply chain factors affect students' willingness to pay for local food in Ho Chi Minh City (HCMC).
After validating hypotheses and model concepts based on survey data with a designated sample stimulus, this research project involves 4 independent variables and
1 moderating variable, totaling 19 observed variables.
Research by Hair et al (1998) indicates that the minimum sample size for effective analysis should be five times the number of observed variables Similarly, Hoang Trong and Chu Nguyen Mong Ngoc (2008) recommend that for Exploratory Factor Analysis (EFA), the number of observations should be at least four to five times the number of observed variables In this study, the research team utilized Tabachnick & Fidell's formula, which states that the sample size (n) should exceed 50 plus 8 times the number of independent variables, resulting in a minimum sample size of 90 To maintain consistency and objectivity, the designated sample size was set at 200; however, after data filtering, the final count was 199 samples.
The research utilized a non-probability sampling approach, incorporating methods such as simple random sampling, stratified random sampling, and convenience sampling Simple random sampling was employed to select participants directly from the entire population of students in Ho Chi Minh City, ensuring that each student had an equal opportunity to be included in the study, thereby promoting fairness in participation.
Stratified random sampling involves dividing the research population, specifically students in Ho Chi Minh City, into smaller groups based on key characteristics, such as academic year (Year 1, Year 2, Year 3, Year 4) This method ensures that random samples are drawn from each group, providing a representative sample that reflects the diversity within each academic category.
The final sampling method utilized in this study is convenience sampling, selected for its ease of access to participants This approach allows students who meet the criteria to readily engage with the survey sample through online distribution.
The samples for the survey were selected using a systematic random sampling method, with a sampling interval of k = 3 This approach was based on the estimated total number of students surveyed over a period of 7 days, ensuring that the required sample size was effectively met.
With the sample size determined, the author conducted a survey of 199 students to ensure a minimum sample size of n = 90 (samples).
The survey was conducted online using a Google Forms questionnaire, incorporating three sampling methods: simple random sampling, stratified random sampling, and convenience sampling The author carefully selected appropriate participants for the research topic and implemented various strategies to encourage them to complete the survey.
The online data collection period took place from February 2, 2024, to February
On July 7, 2024, the author conducted a quantitative research study by distributing a questionnaire via Google Forms to students in Ho Chi Minh City (HCMC) to gather customer insights The survey form included a structured scale for the questionnaire components to effectively collect data.
The study employed a 5-point Likert scale to gauge customer opinions, ranging from 1 (Strongly Disagree) to 5 (Strongly Agree), with higher scores indicating greater agreement To gather data, the author distributed survey questionnaires to customers, subsequently filtering out incomplete or unreliable responses The collected data was then analyzed using SPSS (Statistical Package for the Social Sciences), a prominent software for statistical analysis and data interpretation in research, enabling the author to derive meaningful insights from the findings.
(2007) n= 199 (samples) method Proceed with sample selection
Selecting a simple research sample, selecting a proportional random sample, and selecting an accessible sample
Proceed with sample selection data.
Figure 2: Overview of the research design process
Quantitative questionnaire
Where are you living and studying now?
What academic year are you in?
Have you ever purchased food?
No Variable name Original question
Survey question Code Scale Source
1 Sourcing Local food is expensive
Local food is more expensive than other
AmitSharmaa,JoonhoMoonb, imported varieties of the same type.
Quality of local foods is good
The quality of local food is superior to other imported varieties of the same type.
Local food is divided into smaller portions that are more suitable for daily needs compared to other imported varieties of the same type.
Local prod uce is properly
Local pro duce is properly
Local food is appropriately processed
Local food is processed to meet the preferences of the local residents more than other imported varieties of the same type.
Shuman Wang and Xiaolei Yu (2020).
Traceable food applied fertilizers and pesticides meets qua lily and safe ty standards
Food with a clear origin will use fertilizers and pesticides that meet quality and safety standards.
Food with a clear origin will not contain toxic
ON2 Interval contain toxic substances that harm the safety of human life substances that harm the safety of human life
Traceable food additives within the scope of quality and saf ely standards
Food with a clear origin uses additives within the scope of quality and safety standards
Production yields on local food are lower
Production yields on local food is lower than that of imported food producing countries.
Amit Sharmaa, Joonho Moonb, Catherine Strohbehn (2014)
Not more difficult to prepare meals using
Consumers find it easy to prepare meals using
OP2 Interval local food local food.
Local food is clearly labeled
Local food is clearly labeled.
Local food tastes better and is more suitable for consumers.
Customers believe that local food has high nutritional value and is more suitable for them.
Local food is fresher than other imported varieties of the same type.
I personally know who raised/grew
Customers are aware of the
PS4 Interval local food individuals or businesses that produce local food.
Customers prefer lo cal food
Traceable food can arouse my interest in purchasing
I am more interested in purchasing foods with a clear origin.
Shuman Wang and Xiaolei Yu (2020)
I will give priority to the use of traceable system of food
I will give priority to purchase foods that I know the origin of.
I am willing to pay more than ordinary food for traceable food
I am willing to pay more than ordinary food with clear origins than for regular food.
Chapter 3 outlines the research process, research methods, including both quantitative and qualitative research, and describes the sampling procedures Subsequently, it presents a reasonable set of survey questions and scales This chapter is committed to providing dimensions for measuring factors related to consumers' willingness to buy local food.
DATA ANALYSIS AND RESULTS
Research sample description
The research team conducted a survey involving 199 participants from the target group, utilizing Google Forms and online sharing platforms for data collection Following the completion of the data gathering and inspection process, the results were compiled for analysis.
199 data was coded and imported into SPSS data analysis software to conduct analysis The statistical results are then presented in charts, showing detailed information as follows:
Table 4: Statistical results of the survey sample
Descriptive statistics for the survey subjects' school years
Figure 3: Statistical results of the survey sample
The survey data was gathered from students in Ho Chi Minh City, encompassing a diverse range of academic years from first to fourth year, aligned with the typical four-year university program structure.
The survey included a total of 199 students, with 22 first-year participants, 59 second-year participants, 86 third-year participants, and 32 fourth-year participants This distribution represents 11.05% of first-year students, 29.65% of second-year students, 43.22% of third-year students, and 16.08% of fourth-year students.
The uneven distribution of student participation across different school years in the survey can be attributed to various factors Notably, 2nd and 3rd year students are more involved due to their larger numbers and the flexibility of their academic schedules, which allows them to engage in internships and research activities Additionally, these students are more acclimated to the university environment compared to first-year students and have more free time than fourth-year students, who are often preoccupied with work and internships.
Results Analysis
Table 5: Description of Collected Data
Survey questions Encode Min Max Average Standard deviation
Domestic food is more expensive than other imported foods of the same type.
The quality of domestic food is better than other imported foods of the same type.
Domestic food is divided into smaller portions that are more suitable for daily needs than other imported foods of the same type.
Domestic food is packaged properly SC4 1 5 3.688 1.0167
Domestic foods are processed to suit the needs of local people better than other imported foods of the same type.
Foods with clear origins will use fertilizers and pesticides that meet quality and safety standards.
Food of clear origin will not contain toxic substances that endanger human life safety.
Foods of clear origin use additives within quality and safety standards.
Domestic food production productivity is lower than in food importing countries.
Consumers can easily prepare meals using domestic foods.
Domestic foods are clearly labeled OP3 1 5 3.734 1.0657
Domestic food tastes better and is more suitable for consumers.
Customers believe that domestic food has high nutritional value and is more suitable for them.
(Source: data analyzed from SPSS software)
Domestic food is fresher than other imported foods of the same type.
Customers know the individual or business that produces domestic food.
Customers prefer domestic food PS5 1 5 3.884 0.9649
I am more interested in buying foods with clear origins.
I prioritize buying food whose origin I can clearly see.
I am willing to pay more for food with clear domestic origin than for conventional food.
The observed variables averaged above the threshold of 2 on a 5-point scale, indicating that most responses fell between average and good Additionally, several responses demonstrated a significant level of agreement, with average values nearing 4 points.
- OP1 "Domestic food production productivity is lower than that of food importing countries”
- PSI “Domestic food tastes belter and is more suitable for consumers”
- PS2 “Customers believe that domestic food has high nutritional value and is more suitable for them”
- PS4 “Customers know the individual or business that produces domestic food”
- PS5 “Customers prefer domestic food”
Factors with lower average values indicate a lesser concern among consumers regarding food origins, with statements such as "I am more interested in buying foods with clear origins" averaging 2.864, "I prioritize buying foods that I can clearly know its origin" at 2.759, and "I am willing to pay more for food with clear domestic origin than for conventional food" at 2.854.
The standard deviations of the survey responses range between 0.9 and 1.2, indicating significant variation among participants This variation highlights the diversity present in the interview scope.
The analysis reveals that the factor with the smallest standard deviation is WL3, which states, "I am willing to pay more for food with clear domestic origin than conventional food," with a value of 0.8127 In contrast, the factor with the largest standard deviation is ONI, indicating that "Food with clear origin will use fertilizers and pesticides that meet quality and safety standards," which has a value of 1.1501.
Evaluating the reliability of a scale using Cronbach's Alpha coefficient enables the research team to identify and eliminate inappropriate variables, thereby minimizing errors during the research process Additionally, there are two key standards to consider when assessing the quality of the scale.
According to Nunnally (1978) in "Psychometric Theory," a correlation coefficient of total variable, known as Corrected Item-Total Correlation, should exceed 0.3 Additionally, a Cronbach's Alpha coefficient of 0.6 or higher is deemed acceptable for further analysis.
Cronbach's Alpha coefficient value (According to Hoang Trong, Chu Nguyen Mong Ngoc (2008), Analyzing research data with SPSS Volume 2, Hong Duc Publishing House, Page 24):
• From 0.8 to nearly 1: very good measurement scale.
• From 0.7 to nearly 0.8: a good measurement scale.
• From 0.6 and above: measurement scale can be used
In case the overall Cronbach’s Alpha coefficient is less than 0.6, then eliminate each observed variable in turn until the scale meets the standard.
Table 6: Cronbach's Alpha coefficient value of the first "Sourcing" scale
Reliability Statistics Cronbach’s Alpha N of Items
(Source: data analyzed from SPSS software) Table 7: Results of Cronbach's Alpha reliability assessment of the "Sourcing" scale first time
(Source: data analyzed from SPSS software)
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach’ s Alpha if Item Deleted
The Cronbach's Alpha coefficient for the "Sourcing" scale is 0.816, indicating good reliability Analysis reveals that the variables ONI and ON3 have a Cronbach's Alpha if Item Deleted that exceeds the overall coefficient, suggesting their removal Consequently, the results will be rerun after excluding these items.
Table 8: Results of assessing Cronbach's Alpha reliability of the second
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach’s Alpha if Item Deleted
(Source: data analyzed from SPSS software)
Cronbach's Alpha coefficient of the "Sourcing" scale when rerun for the first time is 0.845 (>0.6) According to the above analysis table, the variable ON2 has
Cronbach's Alpha if Item Deleted is greater than Cronbach's Alpha, so continue to eliminate and rerun the results as follows:
Table 9: Results of assessing Cronbach's Alpha reliability of the 3rd "Sourcing" scale
(Source: data analyzed from SPSS software)
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach’s Alpha if Item Deleted
The findings indicated that the Cronbach's Alpha coefficient of the scale was 0.896, exceeding the acceptable threshold of 0.6 Additionally, all observed variables demonstrated a Corrected Item-Total Correlation coefficient greater than 0.3, confirming their suitability for inclusion in subsequent analyses.
Table 10: Cronbach's Alpha coefficient value of the scale ‘'Operation "
Reliability Statistics Cronbach’s Alpha N of Items
(Source: data analyzed from SPSS software) Table II: Results of assessing the reliability of Cronbach's Alpha of the scale
(Source: data analyzed from SPSS software)
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach’s Alpha if Item Deleted
The analysis reveals that all three observed variables exhibit a Correction Item-Total Correlation coefficient exceeding 0.3 and a Cronbach's Alpha coefficient of 0.794, which is greater than the acceptable threshold of 0.6 Consequently, these variables are deemed acceptable and appropriate for further analysis.
Table 12: Cronbach's Alpha coefficient value of rhe scale "Products and services" for the first time
Reliability Statistics Cronbach's Alpha N of Items
(Source: data analyzed from SPSS software)
Table 13: Results of assessing the reliability of Cronbach 's Alpha of the scale
"Products and services" for the first time
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cron bach’s Alpha if Item Deleted
(Source: data analyzed from SPSS software)
The Cronbach's Alpha coefficient for the "Products and Services" scale is 0.857, indicating good internal consistency Analysis reveals that the variable PS3 has a Cronbach’s Alpha if Item Deleted that exceeds the overall coefficient, prompting its removal from the scale Subsequent tests were conducted to assess the revised results.
Table 14: Results of Cronbach's Alpha reliability assessment of the second
(Source: data analyzed from SPSS software)
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach’s Alpha if Item Deleted
The second result indicated that the Cronbach's Alpha coefficient for the scale was 0.927, exceeding the acceptable threshold of 0.6 Additionally, all observed variables demonstrated a Correlated Item-Total Correlation coefficient greater than 0.3, confirming their suitability for inclusion in subsequent analysis.
4.2.3.I Analyze observed variables of independent variables
Following the evaluation of Cronbach's Alpha reliability coefficient, the research team employed exploratory factor analysis (EFA) to condense and summarize the data This method aimed to identify essential factors relevant to the research problem while assessing the convergence of observed variables within each component and the discriminant values between the factors The findings from Cronbach's Alpha indicated a total of 12 observed variables, including 5 that were specifically associated with the study's focus.
The analysis focuses on the "Sourcing" factor, which includes three observed variables from the "Operation" factor and four observed variables from the "Sourcing" factor itself The element "Products and Services" demonstrates reliability, leading to a total of 12 observed variables that will undergo further testing through Exploratory Factor Analysis (EFA) Key statistical parameters will be analyzed to ensure comprehensive evaluation.
The KMO index, or Kaiser-Meyer-Olkin measure of sampling adequacy, is a crucial statistic for determining the suitability of factor analysis For factor analysis to be deemed appropriate, the KMO value should exceed 0.5 (Hair et al., 2006) A KMO value below 0.5 indicates that factor analysis may not be suitable for the given research data set.
Factor loadings, or factor weights, are coefficients that indicate the correlation between variables and factors, with higher values signifying a stronger relationship In studies with approximately 200 samples, a factor loading coefficient greater than 0.5 is considered acceptable, while those below this threshold are typically excluded from the model (Hair et al., 2006).
Research Findings
During the data analysis process, the team made initial conclusions from 16 observed variables to measure 3 independent variables: "Sourcing", "Operation" and
The study examines the relationship between "products and services" and the dependent variable "willingness to buy," utilizing three observed variables After conducting a series of tests, including Cronbach's Alpha reliability, exploratory factor analysis (EFA), correlation, regression, and residual analysis, a total of 12 observed variables were identified for the independent variables The regression analysis revealed that the independent variables significantly influence the willingness to buy, confirming their statistical relevance.
Table 26: Summary of hypotheses conclusions
Hi: Food sourcing positively affects students' willingness to buy domestic food.
H2: The food production process positively affects students' willingness to buy domestic food.
H3: Product and service attributes of local food positively influence students' willingness to buy local food.
With Hl, the independent variable "Sourcing" has a regression coefficient of 0.206 Therefore, the source of food supply positively affects the dependent variable
"Willingness to buy", affecting students’ willingness to buy domestic food.
The independent variable "Operation" has a regression coefficient of 0.131, indicating no significant impact on students' willingness to purchase domestic food Consequently, the hypothesis regarding the influence of the food production process on buying behavior is not supported during the reliability and validity testing of the scale.
The regression analysis reveals that the independent variable "Products and services" has a coefficient of 0.164, indicating a positive impact on the dependent variable "Willingness to buy." This suggests that the attributes of food products and services significantly influence students' willingness to purchase domestic food.
In conclusion, food sourcing and product/service attributes significantly enhance customers' willingness to purchase, while the production process does not appear to influence this willingness Within the context of Supply Chain 4.0, HCMC students surveyed show a preference for the origin and attributes of food over the production process.
Chapter 4 of the study focuses on data analysis and draws conclusions from statistical methods and modeling Initially, an Exploratory Factor Analysis (EFA) was conducted to identify latent factors in the data, revealing three significant factors Subsequently, an analysis of the dependent variable indicated the influence of one factor on the dependent variable.
Statistical tests were conducted to examine correlations between various factors, leading to the development of a regression model that assessed the influence of independent variables on the dependent variable The findings revealed that "Sourcing" and "Product/Service Attributes" significantly enhance the willingness to purchase, whereas the "Production Process" did not demonstrate statistical significance.
Residual testing and model fit evaluation confirmed the accuracy of the results This study examines the factors that influence students' purchasing decisions for local food, highlighting key findings on how the supply source and product/service attributes affect their willingness to buy.