INTRODUCTION
Background of the research
In Vietnam, meat products like pork, beef, and poultry play a vital role in daily diets, with per capita consumption steadily rising Notably, pork remains the most consumed meat, with per capita consumption increasing from 28.88 kg in 2016 to 29.72 kg in 2020, and projected to reach 31.1 kg by 2026 This growing demand for pork and other meats is driven by rising incomes and a shift towards higher protein diets, alongside rapid urbanization, which further fuels the consumption of animal-based products.
Table01.1 Human consumption of meat per capital in Vietnam
Dataset: OECD-FAO Agricultural Outlook 2017-2026
Variable Human consumption per capita (kg per capital)
Beef and veal 9.92 10.09 10.13 10.11 10.14 10.21 10.29 10.34 10.38 10.45 10.57 Pig meat 28.88 29.01 29.20 29.53 29.72 29.86 30.06 30.43 30.72 30.88 31.10 Poultry meat 13.23 13.69 14.03 14.43 14.75 15.08 15.52 15.93 16.35 16.77 17.22 Sheep meat 0.11 0.11 0.12 0.12 0.12 0.13 0.13 0.13 0.14 0.14 0.14
Despite ongoing growth in the meat sector in recent years, production has struggled to meet rising demand In Vietnam, the meat value chain involves four key stakeholders: farmers, slaughtermen, retailers, and consumers.
In Vietnam, livestock is sourced from various farms, slaughtered, and sold to retailers for processing before reaching the market for consumer sales (Nguyen et al., 2020) The country still hosts a significant number of small-scale, family-owned farms, with extremely small household-based farmers, who raise 1-5 pigs, representing 84% of all pig farmers in 2006 (Lapar et al., 2012) This prevalence of small farms leads to inconsistent breeder quality and unscalable output levels and prices Additionally, as of 2018, Hanoi had 988 livestock slaughterhouses, with 937 being family-run, each capable of slaughtering only 1 to 5 pigs per day, according to the Department of Agriculture and Rural Development Hanoi (Nguyen).
In many small-scale slaughterhouses, meat inspection and food hygiene practices are often neglected, leading to concerns about food safety Retailers typically sell fresh meat in traditional wet markets, which frequently lack proper sanitation and pose a considerable risk of microbial contamination.
In Vietnam, the predominant type of meat sold is unprocessed, stored at room temperature, and delivered to traditional markets within a day, often transported uncovered on motorcycles This practice raises significant concerns about bacterial contamination, as the meat is displayed without packaging and cut directly for consumers based on their specific requests Additionally, many consumers lack knowledge about the meat's origin, including details on the animals' upbringing, production methods, and transportation, leading to potential food safety issues.
Frozen meat is fresh meat that has been preserved by freezing it with specialized equipment, maintaining a temperature of -18°C or lower after the freezing process (Liu et al., 2017) This category of meat is frequently imported and is available for sale in various markets.
3 supermarkets However, texture and taste are not good as normal meat, it also takes long time to thaw before cooking
Chilled fresh meat, a popular product since fall 2018, is defined as meat that is rapidly cooled to temperatures between 0°C and 4°C within 24 hours post-slaughter, and maintained at these temperatures throughout processing, transport, and storage (Liu et al., 2017) Unlike conventional meat, chilled fresh meat is packaged in controlled environments to minimize microbial decay and spoilage while effectively managing food-borne pathogens This method significantly slows down microbial metabolism and growth (Kropf, 2004), making chilled fresh meat a safer and more hygienic option Additionally, it can be conveniently used without the need for thawing, unlike frozen meat.
Chilled fresh meat has long been a staple in developed countries like those in Europe and America, while it remains a relatively new product in developing nations In China, the trend has evolved from the consumption of fresh meat to frozen meat, and now to chilled fresh meat (Zhou et al., 2012) In Vietnam, chilled fresh meat was first introduced in the fall of 2018, primarily in major cities such as Hanoi, Ho Chi Minh City, and Haiphong Given the global development of chilled fresh meat and its quality advantages, it is anticipated to gain popularity in Vietnam in the coming years, fueled by increasing consumer awareness and rapid urbanization This study will specifically examine the market for chilled fresh meat.
Problem statement
In the food industry, food safety and hygiene have emerged as paramount concerns for both consumers and regulators The rise in food poisoning incidents can be attributed to various factors, including the presence of chemical and antibiotic residues in meat products.
In Vietnam, the use of illegal additives, along with pollution, contamination, and poor hygiene at points of sale, poses significant food safety risks According to the General Statistics Office of Vietnam, there were 90 reported food poisoning cases in 2020, affecting 2,254 individuals and resulting in 22 fatalities Major microbial hazards, including Salmonella spp., foot-and-mouth disease, and E coli, continue to be pressing health concerns in the country.
5000 people are reported to have become ill as a result of food poisoning (Group, 2016), however, this number is likely to be underestimated because of a poor level of reporting
To mitigate food-related risks, it is essential to consume high-quality and safe products, such as chilled fresh meat However, in Vietnam, the consumption of such products remains limited In stark contrast, regular meat, which poses significant food safety and hygiene risks, dominates daily diets, with normal pork accounting for 90% of meat consumption in the country, as reported by the Department of Livestock (An, 2021).
There are several reasons why Vietnamese consumers prefer normal meat over chilled fresh meat Firstly, normal meat is readily available at traditional wet markets, which are convenient for daily shopping In contrast, chilled fresh meat is only found in modern retail channels like supermarkets and specialty stores, requiring extra effort to purchase Secondly, normal meat is generally more affordable than its chilled counterpart Lastly, the primary differences between chilled fresh meat and normal meat lie in credence attributes, which are challenging for consumers to evaluate visually According to Nelson (1970) and Darby and Karni (1973), product attributes can be categorized into search, experience, and credence attributes, with search attributes like color and price being easily assessed prior to purchase, while experience attributes necessitate firsthand consumption for evaluation.
Credence attributes are characteristics of products that consumers cannot assess even after purchase, such as those found in chilled fresh meat, which is distinguished by its unique manufacturing process These attributes include production techniques, health and safety features, nutritional value, absence of chemical residues, animal welfare, and environmental protection Research indicates that consumers often have limited knowledge about food products and their production methods, leading to a lack of confidence in their purchasing decisions.
Limited understanding and awareness of products significantly hinder consumers' willingness to purchase foods, particularly chilled fresh meat, which is a relatively new offering Many consumers struggle to differentiate between chilled fresh meat and regular meat due to insufficient product information, leading to confusion about its higher price and associated benefits Additionally, ongoing food scandals have eroded consumer confidence in food safety, resulting in skepticism even when consumers recognize the differences between product types Consequently, the low demand for chilled fresh meat can be attributed to a lack of product knowledge and a general mistrust of food products.
To solve these obstacles, Fernqvist and Ekelund (2014) claimed that unlike experience attributes, which can only be evaluated by actually using goods, search and credence
Quality signaling, such as beef labeling, transforms credence attributes into search attributes, enhancing customer trust and reducing perceived risks related to meat safety and quality Effective communication of food safety and product information is essential for increasing consumer awareness and trust, which positively influences purchase intentions Various information systems have been shown to mitigate information asymmetry between suppliers and consumers, with labeling remaining a crucial method for conveying food information However, traditional labels are limited in the amount of information they can provide With advancements in technology, food traceability systems now enable consumers to access detailed information about the manufacturing location, manufacturer, and production process This research will explore the impact of information revealed through labeling and traceability systems on consumer purchase intentions for chilled fresh meat, aiming to determine the existence of this relationship.
Research objectives
This research aims to achieve three primary objectives Firstly, it seeks to determine the effectiveness of product information from labeling and traceability systems as valuable tools for consumers assessing chilled fresh meat Secondly, it will explore how such product information can enhance consumer trust and confidence in the quality and safety of the meat they purchase.
7 consumer trust in product The final objective is to examine whether product information provided by label and traceability system can influence on consumer purchase intention of chilled fresh meat
1) Is product information provided by label and traceability system useful for consumers to evaluate chilled fresh meat?
2) Does product information provided by label and traceability system create consumer trust in product?
3) Does product information provided by label and traceability system influence on consumer purchase intention?
4) How much are consumers willing to pay higher for chilled fresh meat?
Scope of the research
This study examines the influence of product information on consumer purchase intentions for chilled fresh meat products, specifically pork, beef, and chicken, available in Vietnam Given the competitive landscape of the meat market, it is crucial for consumers to have access to clear product information, as it helps them differentiate chilled fresh meat from other types Thus, this research emphasizes the role of labeling and traceability systems in shaping consumer decisions regarding these products.
Significance of the research
In light of recent food scandals, the introduction of chilled fresh meat offers numerous benefits for consumers However, this product remains relatively unfamiliar to Vietnamese consumers To encourage understanding and build trust in chilled fresh meat, producers and retailers face the challenge of effectively educating consumers about its advantages and ensuring they feel confident in making a purchase.
In Vietnam, consumers typically purchase meat from familiar sellers at traditional markets, relying heavily on verbal information without verification, as prepackaging and labeling of meat products is uncommon For those products that are prepacked and available in supermarkets, the labeling often lacks comprehensive details, such as nutritional information and complete traceability This lack of transparency poses a challenge, as tracing the origin of meat is a relatively new concept for Vietnamese consumers Therefore, it is essential to explore how enhanced product information and a traceability system can impact customer trust, attitudes, and purchase intentions regarding chilled fresh meat The insights gained from this investigation will not only aid producers and retailers in developing effective communication strategies but also assist government agencies in improving food safety and quality standards in Vietnam.
Research structure
This research article is organized into several key sections: it begins with a theoretical overview of product information on labels and traceability systems, followed by the development of hypotheses and the conceptual model The methodology used for the research is then outlined, leading to a presentation of the results of the final model The study concludes with a discussion that encompasses the findings, implications for management, and suggestions for future research directions.
LITERATURE REVIEW
Literature review
Meat product labeling varies significantly across countries, with European consumers prioritizing information such as expiration dates, origin, nutritional details, cut names, maturity times, quality control, manufacturing methods, and traceability (Bernués et al., 2003) In Vietnam, food labeling regulations encompass general requirements like quantity, production and expiration dates, ingredient proportions, warnings, usage, and storage directions However, unpackaged fresh and raw foods, including regular meat and fish sold directly to consumers, are exempt from labeling requirements (ND43/2017/ND-CP, 2017).
Labels play a crucial role in communicating the quality of fresh meat to consumers, as highlighted by Bernués et al (2003) Access to clear and credible information is vital for consumers when making purchasing decisions, allowing them to consider their preferences and budget (Vermeir & Verbeke, 2006) Effective food labeling is essential for enabling informed choices, as noted by O’Fallon et al (2007) Furthermore, Teng and Wang (2015) emphasize that trustworthy labeling information is key to building customer trust and attitudes, particularly by transparently showcasing the production and treatment of organic products Research indicates that safety and quality attributes on labels significantly enhance consumer perceptions of meat products (Bredahl, 2004; Loureiro & Umberger, 2007).
Despite the potential influence of label information on consumer behavior, many individuals often overlook or misinterpret safety and quality details (Grunert, 2005) Research by Verbeke et al (2007) indicates that consumers frequently neglect to read or analyze available information, which could alleviate food safety concerns Furthermore, Lọhteenmọki et al (2002) discovered that genetically modified labels can negatively affect food preferences compared to unlabeled products Additionally, Verbeke (2001) highlighted a growing skepticism among consumers regarding meat quality labeling, revealing significant discrepancies between perceived and actual product attributes Given the unclear impact of label information on consumer behavior, it is essential to explore the relationship between label information and psychological factors influencing purchase intentions, particularly in Vietnam, where meat products are often sold without packaging or labeling.
2.1.2 Revealed information via traceability system
Traditionally, product information is limited to labels due to space constraints (Verbeke & Ward, 2006) However, advancements in technology now enable comprehensive communication of food manufacturing details through food traceability systems These systems capture, store, and transmit essential information about food and feed throughout the supply chain, ensuring safety and quality control (Bosona & Gebresenbet, 2013) This innovation allows products to be traced and tracked at any stage, enhancing transparency from farm to table.
A comprehensive traceability system should encompass six key elements: product traceability (tracking the physical location of products), process traceability (documenting the sequence of activities performed on the product), genetic traceability, disease and pest traceability, input traceability, and measurement traceability This system allows consumers to verify the production, delivery, and preservation processes of food products (Choe et al., 2009) While many countries, including those in Europe, the United States, Canada, and Japan, have established mandatory traceability systems to ensure food quality and safety, Vietnam currently does not require such systems for foodstuffs Presently, traceability initiatives for food and meat products in Vietnam are in the trial phase, with several projects underway in Ho Chi Minh City involving major food producers.
Previous research has highlighted the significance of traceability systems in the food and agriculture supply chain, emphasizing their role in logistics management (Bosona & Gebresenbet, 2013) and their impact on quality and safety (Van Rijswijk & Frewer, 2008) Traceability systems can enhance consumer trust by providing transparency about food origins, thereby mitigating perceived information asymmetry between consumers and sellers (Kim et al., 2016; Verbeke, 2001) However, limited studies have explored how these systems influence consumer behavior, particularly regarding behavioral attitudes and purchase intentions Most existing research has concentrated on consumers in developed regions like Europe, with scant attention given to developing countries such as Vietnam, where traceability systems are still emerging and relatively unfamiliar to the consumer base Thus, investigating consumer perceptions and behaviors towards traceability in Vietnam is crucial.
This study aims to assess how consumers respond to labeling and traceability systems in their purchasing decisions, particularly regarding chilled fresh meat Previous research has largely treated labeling information and traceability systems separately However, when both types of product information are presented together, they may exert a more significant influence on consumer behavior Thus, it is essential to investigate the combined effects of labeling and traceability on consumers' purchase intentions.
Research model and hypothesis development
Product diagnosticity is the extent to which consumers find label and traceability information useful for assessing the quality of fresh meat A lack of necessary information complicates purchasing decisions, as noted by Kempf and Smith (1998) Buaprommee and Polyorat (2016) emphasize that enhancing consumer perception of product diagnosticity is crucial, as it aids in understanding products and facilitates informed buying choices Additionally, Aboulnasr (2006) found that higher product diagnosticity positively influences product evaluation Ultimately, the goal of improving product diagnosticity is to simplify the purchasing process for consumers.
In the food sector, numerous features, such as health and quality aspects, are difficult for consumers to determine without the use of a label or third-party detection (Hobbs,
Consumers feel empowered in their food choices when products are clearly labeled, as highlighted by Miles et al (2005) Additionally, research by Stranieri and Banterle (2009) indicates that meat labels play a significant role in guiding customer decisions.
Consumers can make informed purchasing decisions by utilizing high-quality information, which allows them to gain an accurate understanding of the qualities and performance of traceable foods (Bei & Jiabao, 2015) Therefore, the first hypothesis is established.
H1 Information on label positively influences perceived diagnosticity
A food traceability system empowers sellers to provide transparent information about the true quality of their products, enabling consumers to accurately assess quality and safety By utilizing this system, customers gain access to detailed information that enhances their ability to evaluate goods and reduces potential losses Consequently, with increased knowledge of product qualities, consumers experience greater diagnosticity, leading to more informed purchasing decisions.
& Benbasat, 2004) Thus, the next hypothesis is below:
H2 Information on traceability system positively influences perceived diagnosticity
Trust is defined as a person's willingness to rely on someone or something, particularly in the context of consumers believing in food products from reputable manufacturers (Morgan & Hunt, 1994) When consumers perceive food products as safe, their trust in food safety strengthens (Chen, 2008) In the meat industry, product trust specifically pertains to the assurance that chilled fresh meat is handled in compliance with national standards, free from harmful chemicals that could jeopardize human health and lead to serious health issues or even fatalities (Yuan et al., 2020).
With food hygiene, food poisoning, and food additives identified as the top three food safety concerns (Liu & Niyongira, 2017), fostering consumer trust in food safety is increasingly crucial Research indicates that offering adequate information plays a vital role in building this trust.
Stimulating market demand is vital for enhancing customer trust and attitudes towards food products Providing consumers with helpful and reliable information enables them to better understand and accurately evaluate products Traceability systems play a key role in improving transparency throughout the food supply chain, fostering trust between consumers and food producers Additionally, informative labeling can significantly boost consumer confidence Therefore, it is essential to offer sufficient and reliable information through labeling and traceability systems to strengthen consumer trust.
H3 Information revealed on label positively influences consumer trust in chilled fresh meat
H4 Information revealed on traceability system positively influences consumer trust in chilled fresh meat
Enhanced product diagnosticity can boost customer knowledge and, consequently, increase trust in the product (Jiang & Benbasat, 2004) Furthermore, research by Buaprommee and Polyorat (2016) supports the notion that higher product diagnosticity positively influences product trust Therefore, we can hypothesize that improved product diagnosticity leads to greater customer trust.
H5 Product diagnosticity positively influences consumer trust in chilled fresh meat
Attitude refers to an individual's positive or negative evaluation of a specific behavior (Ajzen, 1991) Research indicates that consumer trust plays a crucial role in shaping consumer attitudes and influencing future behaviors (Gifford & Bernard, 2006) This highlights the importance of trust in understanding consumer attitudes.
The theory of planned behavior identifies trust as a key antecedent influencing consumer attitudes toward purchasing (Wu & Chen, 2005) Furthermore, a traceability system enhances product diagnosticity, positively impacting customer perceptions of value (Yuan et al., 2020), which can foster a favorable attitude toward the product Consequently, the following hypotheses are proposed.
H6 Product diagnosticity positively influences attitude
H7 Trust positively influences attitude towards chilled fresh meat
Purchase intention is influenced by motivations and cognitive planning, serving as a key predictor of consumer behavior (Ajzen, 1991) This study examines how product diagnosticity, product trust, and consumer attitudes affect the intention to purchase chilled fresh meat.
Jiang and Benbasat (2004) suggest that enhanced product diagnosticity boosts customers' confidence and knowledge about their purchases, ultimately leading to more informed buying decisions This insight supports the following hypothesis:
H8 Product diagnosticity positively influences purchase intention
Consumer behavior, particularly purchasing intention and willingness to pay, is significantly influenced by product trust Research indicates that when consumers have confidence in the food safety of chilled fresh meat, their likelihood of making a purchase increases Additionally, consumer trust has a direct and positive impact on the intention to buy organic foods Therefore, it can be hypothesized that trust plays a crucial role in shaping consumer purchasing decisions.
H9 Consumer trust positively influences purchase intention
A positive attitude towards chilled fresh meat can significantly enhance its consumption, as attitudes are a key factor in determining behavioral intentions according to the Theory of Planned Behavior Research by Gifford and Bernard (2006) indicates a strong link between attitudes and purchasing intentions, suggesting that favorable buyer attitudes may greatly influence the decision to purchase chilled fresh meat This study proposes the hypothesis that consumer attitudes play a crucial role in the buying behavior of chilled fresh meat.
H10 Attitudes positively influence chilled fresh meat purchase intention
2.2.5 Willingness to pay a premium price
Price premium is defined as the amount of money that buyers are willing to pay for a product when compared to similar items (Aaker, 1996) According to Ba and Pavlou
A price premium, defined as the monetary amount exceeding the average price collected by various sellers for a specific product (2002), serves as a key indicator of individual product choices (Agarwal and Rao, 1996) This research investigates consumers' willingness to pay a premium for chilled fresh meat compared to standard meat Given that implementing labeling and traceability systems incurs additional costs for producers and distributors, it is crucial for them to secure higher prices to offset these expenses.
RESEARCH METHODOLOGY
Research design
This study explores the connection between label information, information traceability systems, and consumers' purchasing intentions for chilled fresh meat in Vietnam To gather data relevant to these research questions, a quantitative method was utilized Given the constraints of time and resources, a survey questionnaire was chosen as an effective tool, drawing on successful approaches from prior research in the field.
Measurements
This study utilized a survey instrument featuring multi-item scales adapted from previously validated sources The structural model comprises six key constructs: label, traceability system, product diagnosticity, trust, attitude, and purchase intention Notably, the label variable, which reveals information, includes four items adapted from the work of Teng and Wang.
In a study conducted in 2015, researchers assessed the effectiveness of chilled fresh meat labels in providing accurate, timely, and sufficient information The traceability system was evaluated using four items adapted from previous studies by Choe et al (2009) and Pavlou and Fygenson (2006) Additionally, the product diagnosticity was measured through three items derived from Choe et al.
The study utilizes a trust variable, consisting of three items developed from Hoque and Alam (2018), to evaluate respondents' trust in chilled fresh meat products An attitude variable, adapted from Wang et al (2020) and Madden et al (1992), includes four items to assess respondents' attitudes toward chilled fresh meat Additionally, the purchase intention variable, derived from Choe et al (2009) and Madden et al (1992), comprises two items measuring respondents' willingness to buy chilled fresh meat Lastly, the willingness to pay a premium price variable is adapted from Zhang et al (2020), with respondents also being asked about their price preferences.
The study aimed to gauge consumers' willingness to pay a premium for chilled fresh meat by asking them to specify an additional percentage they would be willing to add to the regular price, rather than providing a specific monetary value A total of 20 measurement items were utilized to evaluate the proposed model, with Table 3.1 summarizing the measurement items associated with each construct.
Table03.1 Measurement items for the structural model
All items were measured with a five-point Likert scale Participants are required to indicate the extend degree with the statement, in which, 1: Strongly Disagree, 2:
Disagree, 3: Neutral, 4: Agree, 5: Strongly Agree.
Questionnaire and Pilot testing
Measurement instruments were sourced from prior English research and utilized to develop a questionnaire based on a theoretical framework To mitigate potential issues, a pilot test was conducted online in both English and Vietnamese with 12 Vietnamese respondents to assess the clarity and relevance of the research items Following the pilot test results, the questionnaire was refined to enhance understanding and better align with the Vietnamese context.
The survey questionnaire was divided into two sections: the first collected demographic information and consumer behaviors regarding fresh meat purchases, including factors such as gender, age, education, income, location, and frequency of buying and consuming fresh meat The second section focused on how information from labeling and traceability systems affects consumers' purchase intentions To minimize bias, all items in the survey were presented in a random order.
The survey questionnaire items are provided in Appendix.
Data collection
This research uses two sources of data, including primary and secondary data
Secondary data is primarily sourced from academic papers, scientific journals, and articles, along with information from reputable websites and textbooks Researchers focus on relevant topics such as "meat," "fresh meat," "chilled fresh meat," "label information," "traceability systems," and "meat purchase intention" to ensure the reliability and suitability of the data collected.
Hair Jr et al (2016) suggest that an adequate sample size for research should be at least five times greater than the number of question items in the model This guideline ensures robust and reliable research findings.
100 is acceptable for structural equation modelling for practical purpose Thus, this study with 20 items from the research model needs to collect at least 100 respondents
Chilled fresh meat is a relatively new product in Vietnam, primarily found in modern trade channels like supermarkets and grocery stores in major cities such as Hanoi, Haiphong, Ho Chi Minh City, and Danang This study targeted grocery shoppers aged 18 to 65 in urban areas, ensuring that participants were familiar with chilled fresh meat through a preliminary screening question before they answered the survey.
Following pilot testing, questionnaires were extensively distributed through social networks and in-person at select schools and grocery stores, targeting the study's respondents from early April 2021 until April 25, 2021.
Data analysis approach
Structural equation modeling is a powerful statistical technique for analyzing theoretical models, as it simultaneously evaluates measurement models and causal relationships, especially when multiple items are involved in a construct (Chen et al., 2012) This study employed Smart PLS to assess both the measurement model and the structural model, with results and findings to be presented and interpreted in the following chapter.
Chapter 4 presents a summary of the sample demographics, including gender, age, education, income, residence, frequency of fresh meat purchases, purchasing locations, and meat consumption frequency, illustrated through percentage tables and charts.
The common measurement model assessment procedure is utilized to evaluate the reliability and validity of multiple item measures, establishing the relationships between latent constructs and their respective indicators.
The measurement model is essential for evaluating the unidirectional relationships among items that measure a single construct in a study Researchers must assess both the reliability and validity of the construct, as highlighted by Hair Jr et al (2016) Reliability refers to the internal consistency of the construct's items, which can be assessed using Cronbach’s alpha; a value above 0.7 indicates acceptable reliability (De Vaus, 2002) Additionally, composite reliability in Smart PLS serves as another method for evaluating internal consistency, with a threshold of greater than 0.7 also signifying reliability (Bagozzi et al., 1998; Hair Jr et al., 2016).
Jr et al., 2016) An item can be retained in the model if its outer loadings are greater than 0.7 (Hulland, 1999)
Fornell and Larcker (1981) propose that a construct demonstrates convergent validity when its average variance extracted (AVE) exceeds 0.5 Additionally, discriminant validity is established if the square root of the AVE for each construct is greater than its highest correlation with any other construct in the model.
The first step is to examines the multi-collinearity issues by checking variance inflation
23 factor (VIF) If VIF value is less than 5.0 indicates that multi-collinearity is not presented in this research
In the second stage of analysis, the focus shifts to evaluating the expected causal relationships among latent constructs through the structural model The determination coefficient (R²) serves as the primary criterion for assessing the impact of exogenous latent variables on endogenous ones T-statistics are generated to evaluate the significance levels of both the measurement and structural models, with a T-statistic greater than 1.65 indicating statistical significance at a 5% significance level for one-tailed tests (Hair Jr et al., 2016).
DATA PRESENTATION AND FINDINGS
Demographic analysis
A total of 118 questionnaires were collected through both online and offline methods, resulting in 104 valid responses after excluding 14 invalid submissions that provided identical answers to all questions This yields a valid response rate of 88.1 percent.
The survey results reveal an unequal gender distribution among the 104 respondents, with a total of 77 females and 27 males participating This indicates that females comprised 74% of the responses, while males accounted for 26%.
In a survey of 104 respondents, the largest age group is individuals aged 18 to 29, comprising 39.4% with 41 participants The second most significant demographic is those aged 30 to 39, representing 33.7% with 35 respondents Following these groups, the next cohort includes individuals aged 40 and above.
Among the participants, 49-year-olds represent 19.2%, totaling 20 individuals, while the 50 to 59 age group is the smallest, comprising only 7.7% with 8 participants The majority of the participants are young adults in the working age bracket of 18 to 39 years old.
According to Figure 4.2, the majority of respondents, comprising 66.3% or 69 individuals, hold a college or university degree Those with a master's degree or higher represent 21.2% of the sample, totaling 22 respondents Only 10 individuals, or 9.6%, have completed high school, while the smallest group consists of 3 people, accounting for 2.9%, who have a middle school education or lower.
According to Figure 4.3, a significant majority of respondents, comprising 92.3% or 96 individuals, reside in urban areas, while only 7.7% or 8 individuals live in rural areas.
Figure 4.4.5Average monthly income of respondents
In Figure 4.4, the number of respondents who have average monthly income from VND
The largest group of respondents, comprising 43.2% or 45 individuals, reported an average monthly income between VND 10 million and VND 19.9 million The second largest group, with 34.6% or 36 people, earned less than VND 10 million monthly Additionally, 15.4% or 16 respondents fell into the income bracket of VND 20 million to VND 29.9 million The smallest group, consisting of only 7 individuals, had an average monthly income of VND 30 million or above In 2020, the average monthly income per capita was highlighted.
< VND10 mil VND10 mil -19.9 mil
Vietnam was approximately VND 4.19 million, indicating that the majority of respondents have a medium to high monthly income (Statista, 2021 )
Figure 4.5.6Respondents’ frequency of consuming meat
According to the data presented in Figure 4.5, the majority of respondents, comprising 33.65% or 35 individuals, consume meat daily or almost every day Following closely, 30.7% or 32 respondents eat meat 2 to 3 times a week This indicates that meat is a widely favored and essential part of the daily diet for most participants.
Figure 4.6.7Respondents’ frequency of buying fresh meat
As shown in Figure 4.6, number of respondents who often buy fresh meat from 2 to 3
Once a month Several time a month
Daily or almost every day
Once a month Several time a month
Daily or almost every day
In a recent analysis, it was found that 38 individuals, representing 36.5%, purchase fresh meat 28 times a week The second largest group consists of 27 people who buy fresh meat several times a month In contrast, only 9 individuals purchase fresh meat once a month, and just 7 buy it daily or almost daily Notably, the frequency of meat consumption exceeds the frequency of meat purchases; while people tend to consume meat daily or nearly every day, they typically buy fresh meat only 2 to 3 times a week.
Figure 4.7.8Place to buy fresh meat
According to Figure 4.7, supermarkets are the most popular choice for purchasing fresh meat, receiving 57 votes, while traditional markets follow closely with 53 votes Additionally, retail grocery shops outnumber local butcher shops, garnering 33 votes compared to 18 for local butchers These statistics indicate a significant shift in meat purchasing trends, moving from traditional venues like wet markets and local butcher shops towards more modern options such as supermarkets and retail grocery stores.
Measurement model test
The measurement model enables researchers to evaluate reliabilities of measures based
29 on the item loadings, the composite reliability, the average variance extracted and discriminate validity of constructs
A summary of the descriptive statistics of al measurement items is presented in table 4.2 For each item, the minimum, maximum, mean, and standard deviation are taken into consideration.
4.2.2 Assessing reliability of the constructs
Table04.3 Item loading and composite reliability of the constructs – 1st test
Table 4.3 indicates that the outer loadings for most items measuring the study's constructs exceed 0.7, with the exception of ATT2, which has an outer loading of only 0.210, significantly below the acceptable threshold of 0.4 Consequently, it is recommended that ATT2 be removed from the construct The analysis was subsequently rerun, and the updated results are provided below.
Table04.4 Item loading and composite reliability of the constructs – 2nd test
Following the second testing, the results in Table 4.4 reveal that Cronbach’s alpha for ATT has increased to 0.822 All outer loadings for the items exceed 0.7, indicating significant relationships between the items and their respective constructs Additionally, the composite reliabilities for all constructs are above 0.858, demonstrating strong internal consistency among the items Consequently, the items have been retained in the model, as illustrated in Figure 4.8.
4.2.3 Assessing convergent validity of the constructs
Table 4.5 demonstrates that the average variance extracted for all measures exceeds 0.5, confirming the convergent validity of each construct This indicates that the items effectively measure their respective constructs, capturing a significant amount of variance related to the underlying constructs rather than measurement error (Hair Jr et al., 2016).
Table04.5 Convergent validity among constructs
Construct AVE (Average Variance Extracted)
4.2.4 Assessing discriminant validity of the constructs
The discriminant validity of the constructs is satisfied: diagonal elements (in bold),
The average variance extracted (AVE) for each construct, calculated as the square root of 33, exceeds its highest correlation with any other constructs in the model, as shown in Table 4.6 This indicates that each construct demonstrates a stronger correlation with its own measure compared to any other construct, confirming significant discriminant validity.
Table04.6 Discriminant validity among constructs
ATT DIAG LB PI TRACE TRUST
Structural model assessment for hypothesis testing
The structural model (Figure 4.8) enables the formulated hypotheses are tested
Before formulating hypotheses, multicollinearity was assessed According to Table 4.7, the variance inflation factor for the model's exogenous variables is significantly below 5, indicating that multicollinearity issues among these variables are not present (Hair Jr et al., 2016).
Table04.7 Collinearity statistics (VIF) of exogenous variables
ATT DIAG LB PI TRACE TRUST
All hypotheses are one-tail tests; *p