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    Research Proposal: Topic: Consumers' Attitudes and Intentions Toward Purchasing Functional Products in Vietnam

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    Vũ Đạt
    This document provides an overview of a research proposal on consumers' attitudes and intentions toward purchasing functional products in Vietnam. The proposal includes an introduction on functional foods and their benefits. It then outlines the theoretical background, methodology, and references. For the theoretical background, it discusses theories related to intention, attitudes, eating values, subjective norms, and perceived behavioral control. The proposed methodology section describes plans to conduct qualitative interviews followed by a quantitative study using surveys to measure these constructs and their impact on purchase intentions. The proposal aims to improve understanding of functional foods in Vietnam and assist food companies.

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    Research Proposal: Topic: Consumers' Attitudes and Intentions Toward Purchasing Functional Products in Vietnam

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    Vũ Đạt
    28 views45 pages
    This document provides an overview of a research proposal on consumers' attitudes and intentions toward purchasing functional products in Vietnam. The proposal includes an introduction on functional foods and their benefits. It then outlines the theoretical background, methodology, and references. For the theoretical background, it discusses theories related to intention, attitudes, eating values, subjective norms, and perceived behavioral control. The proposed methodology section describes plans to conduct qualitative interviews followed by a quantitative study using surveys to measure these constructs and their impact on purchase intentions. The proposal aims to improve understanding of functional foods in Vietnam and assist food companies.

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    This document provides an overview of a research proposal on consumers' attitudes and intentions toward purchasing functional products in Vietnam. The proposal includes an introduction on functional foods and their benefits. It then outlines the theoretical background, methodology, and references. For the theoretical background, it discusses theories related to intention, attitudes, eating values, subjective norms, and perceived behavioral control. The proposed methodology section describes plans to conduct qualitative interviews followed by a quantitative study using surveys to measure these constructs and their impact on purchase intentions. The proposal aims to improve understanding of functional foods in Vietnam and assist food companies.

    Copyright:

    © All Rights Reserved
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    Download as pptx, pdf, or txt
    28 views45 pages

    Research Proposal: Topic: Consumers' Attitudes and Intentions Toward Purchasing Functional Products in Vietnam

    Uploaded by

    Vũ Đạt
    This document provides an overview of a research proposal on consumers' attitudes and intentions toward purchasing functional products in Vietnam. The proposal includes an introduction on functional foods and their benefits. It then outlines the theoretical background, methodology, and references. For the theoretical background, it discusses theories related to intention, attitudes, eating values, subjective norms, and perceived behavioral control. The proposed methodology section describes plans to conduct qualitative interviews followed by a quantitative study using surveys to measure these constructs and their impact on purchase intentions. The proposal aims to improve understanding of functional foods in Vietnam and assist food companies.

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    © All Rights Reserved
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    of 45

    RESEARCH

    PROPOSAL
    Topic: Consumers’ attitudes and intentions
    toward purchasing functional products in
    Vietnam
    GROUP 5
    Nguyễn
    Đỗ Mạnh Đặng Khánh
    Công Kim
    Hoàng Huyền
    Chi

    Nguyễn
    Đinh Thảo Bùi Tiến
    Ngọc
    Vân Long
    Phương Anh

    Vũ Xuân Đạt
    TABLE OF 01. Introduction

    CONTENT
    02. Theoretical Background

    03. Methodology

    04. Reference
    Functional foods are becoming a
    1. more trusted option for many
    INTRODUCTION consumers looking to improve the
    physical strength and resistance of
    their family and themselves.
    “Functional foods (TPCN) are foods used to
    support the functions of parts of the human
    body, have nutritional effects, create a
    comfortable state, increase strength,
    resistance, and reduce the risk of disease”
    ACCORDING TO THE MINISTRY OF
    HEALTH
    REASONS TO
    CHOOSE THIS TOPIC

    Consumer Have a tendency to Functional foods


    perceptions of use as the are the fastest
    functional food in innovations in food growing category
    Vietnam is still science and in Vietnamese food
    limited technology industry
    TPB
    THEORY
    ●Examine and evaluate which
    factors affect the use of functional
    food in Vietnam
    CONTRIBUTION OF
    RESEARCH

    Improve consumers'
    understanding and basic
    knowledge of functional
    foods
    Assist pharmaceutical
    enterprises
    Theoretical contribution

    Utilitarian eating Hedonic eating


    Self-efficacy
    value value
    Theoretical
    02. Background
    Intention and

    2.1 consumption
    frequency
    Intention to perform, is a
    given behavior exerts a
    motivational influence on
    the actual performance of
    the behavior and is its
    immediate antecedent
    Conner
    Sheeran,et2002
    al., 2002

    “The
    Behavioral
    assumption
    intention
    is that people
    do
    significantly
    what they intend
    predictstoeating
    do and
    do
    behavior,
    not do what
    including
    they do
    healthy
    not
    intend”
    eating behavior
    This
    Jaccardresearch
    and uses the expression
    "consumption
    Blanton (2014) frequency" as a proxy
    for thethat
    argue behavioral construct in order
    to prevent any confusion about
    future and past actions in TPB
    Therefor, we proposed
    ●H1. Intention to consume
    functional foods is positively
    related to consumption
    frequency.
    Attitude
    2.2
    Two types of attitudes

    Hedonic/affective

    Utilitarian/cognitive
    The hedonic Within the
    dimension is food domain,
    defined by the attitude and
    feelings evoked by purpose are
    interacting with often linked,
    products, whereas including
    the The utilitarian actions against
    dimension derives functional
    from the functions foods
    that products have
    Therefor, we proposed
    ●H2. Attitude toward eating
    functional foods is positively
    related to intention.
    Hedonic and
    2.3 utilitarian eating
    values
    Consumer choice is driven by
    hedonic and utilitarian
    considerations
    Dhar & Wertenbroch, 2000
    Utilitarian values
    considerations nutrition
    had the opposite
    of convenience
    influence on
    consumption
    other health-
    Olsen and&
    e.g. Lusk related aspects

    Tuu (2017) 2009


    Briggeman, Hedonic eating values
    the importance placed on sensory
    increased
    characteristics pertaining
    consumption of
    To taste convenience Pleasure
    foods
    Therefor, we proposed
    ●H3. Utilitarian eating values are
    positively associated with attitude

    ●H4. Hedonic eating values are


    negatively associated with attitude.
    2.4
    Subjective norms
    McEachan et al.,
    2011
    ●Subjective norms reflect perceived social
    pressure to display a behavior which
    significantly contributes to the prediction of
    intention to engage in healthy dietary
    behaviors
    Providing influenced
    Robinson, social eating both the
    Thomas, normative
    Aveyard quantity and
    information Higgs,
    2014
    types of
    food people
    chose to
    consume
    Therefor, we proposed
    ●H5. Subjective norms are positively
    associated with intentions to consume
    functional foods
    2.5
    Perceived control over
    behavior and self-
    efficacy
    Research using the TPB
    ability of the TPB may be improved, not only by
    including self-efficacy, but rather by replacing
    the PBC component with self-efficacy.

    Applying separate measures of


    self-efficacy and PCB
    applying separate measures of self-efficacy
    and PCBnegatively influences intention
    In contrast, Conner et al. (2002)
    a construct combining control and self-
    efficacy Measures exerts the strongest influence on
    participants’ intention to eat healthily

    Usually demonstrated a relatively stronger relationship


    between self-efficacy and intention and self-efficacy and
    attitude as compared to control
    Therefor, we proposed
    ●H6. Perceived control over behavior (PCB) is positively
    associated with intention to consume (H6a) and consumption
    frequency (H6b) of functional foods.

    ●H7. Self-efficacy is positively associated with intention to


    consume (H7a) and consumption frequency (H7b) of
    functional foods.
    03. Methodology
    To explore attitudes and
    intentions toward purchasing
    functional products, we used
    both qualitative and quantitative
    methods
    3.1 Qualitative study
    We conduct a small number of personal interviews
    (20 interviewees) in Hanoi.

    Interviewees

    From 18
    They are consumers
    shopping at big markets,
    To 65 were randomly selected,
    and those who
    volunteered
    Total: 20
    consumers’
    attitudes, intentions-
    Objective
    > functional products
    in Vietnam

    Interviewers 7 members

    2-3 interviewees
    Plan Schedule
    each member

    Record by phone,
    Record
    paper note

    Big shopping
    Location markets, grocery
    stores
    3.2. Quantitative study
    Scales and questionnaire development
    Utilitarian Eating Value is measured by three items adapted from Olsen and Tuu (2017) and
    inspired by Voss et al., 2003, Babin et al., 1994
    Hedonic Eating value is measured by three items adapted from Olsen and Tuu (2017) and
    inspired by Voss et al., 2003, Babin et al., 1994
    Attitude is measured by three items adapted from Chang (1998)

    Subjective Norm is measured by three items (Ajzen, 1991)

    Perceived behavioral control is measured by three items adapted from Chang (1998)

    Self-efficacy is measured by three items (Armitage and Conner, 1999a, Dunn et


    al., 2011, Hagger and Chatzisarantis, 2005, Rhodes and Courneya,
    2003b)
    Purchase Intention is measured by three items adopted from Conner et al., 2002,
    Fishbein and Ajzen, 2010
    Purchase Behaviour is measured by three items from Ajzen (1985)
    - A convenience sample simply
    includes the individuals who
    happen to be most accessible to

    Convenience -
    the researcher.
    Participants are selected based
    on availability and willingness
    sampling to take part
    - An easy and inexpensive way
    to gather initial data
    - Suitable for students to get data
    for their researches
    Data collection

    300 Vietnamese Several supermarkets


    consumers and grocery stores in
    Hanoi

    The age of 18 The major distributors


    and 65 of functional foods
    2 Teams
    Approaches
    consumers who are
    shopping at the stores
    and requests their
    voluntary participation

    The other team will


    come and help them
    with the survey
    Data analyses
    Structural
    equation
    Validity test
    modeling
    SEM, using
    EFA
    AMOS

    Reliability
    test
    Conbach’s alpha
    analysis
    - Biorn ToreNystrand, Svein OttarOlsen (2020), Consumers’ attitudes
    and intentions toward consuming functional foods in Norway, Food
    quality and preference
    AbuSabha and Achterberg, 1997
    - R. AbuSabha, C. Achterberg (1997), Review of self-efficacy and
    REFERENCE
    locus of control for nutrition- and health-related behavior, Journal of
    the American Dietetic Association, 97 (1997), pp. 1122-1132
    - I. Ajzen (1991), The theory of planned behavior, Organizational
    Behavior and Human Decision Processes, 50 (1991), pp. 179-211
    - I. Ajzen (2002), Perceived behavioral control, self-efficacy, locus of
    control, and the theory of planned behavior, Journal of Applied
    Social Psychology, 32 (2002), pp. 665-683
    - J.W. Alba, E.F. Williams (2013), Pleasure principles: A review of
    research on hedonic consumption, Journal of Consumer
    Psychology, 23 (2013), pp. 2-18
    - Ajzen, I. (2002), Constructing a TPB questionnaire: Conceptual and
    methodological considerations. (2002a)
    - M. Conner, P. Norman, R. Bell (2002), The theory of planned
    behavior and healthy eating, Health Psychology, 21 (2002), pp. 194-
    201
    - M. Conner, P. Sparks (2005), Theory of planned behaviour and
    health behaviour, Open University Press, Berkshire, England (2005),
    pp. 170-222
    Does anyone have any questions?

    THANK YOU
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