Tạp chí đã xuất bản
2004
ISSN
ISSN 2615-9813
ISSN (số cũ) 1859-3682

SỐ 210 | Tháng 9/2023

Ảnh hưởng của nhãn thực phẩm hữu cơ và niềm tin đối với nhà sản xuất lên sự gắn kết của khách hàng

Lê Nam Hải, Lê Tuấn Lộc, Nguyễn Minh Tuấn

Tóm tắt:

Nghiên cứu này xem xét ảnh hưởng của nhãn thực phẩm hữu cơ (TPHC) và niềm tin đối với nhà sản xuất (NSX) đến sự gắn kết của khách hàng trong bối cảnh tiêu dùng TPHC; đồng thời, kiểm định vai trò trung gian của niềm tin đối với NSX trong mối quan hệ này. Mô hình và giả thuyết nghiên cứu được đề xuất dựa trên sự kết hợp mô hình S-O-R, lý thuyết Sử dụng tín hiệu và lý thuyết Trao đổi xã hội. Dữ liệu nghiên cứu được thu thập từ 388 khách hàng tại Thành phố Hồ Chí Minh (TP. HCM) là những người đã và đang có trải nghiệm tiêu dùng TPHC. Mô hình cấu trúc được phân tích và kiểm định thông qua phần mềm PLS-SEM. Kết quả nghiên cứu cho thấy, nhãn TPHC và niềm tin đối với NSX đều có tác động tích cực lên sự gắn kết của khách hàng; và vai trò trung gian bổ sung của niềm tin đối với NSX cũng được chứng minh. Từ đó, các gợi ý chính sách nhằm gia tăng niềm tin đối với NSX và sự gắn kết của khách hàng cũng được thảo luận.

 

Tài liệu tham khảo:

  1. Aitken, R., Watkins, L., Williams, J., & Kean, A. (2020). The positive role of labelling on consumers’ perceived behavioural control and intention to purchase organic food. Journal of Cleaner Production, 255, 120334.
  2. Alexander, M., & Jaakkola, E. (2015). Customer Engagement Behaviours and Value Co-creation. In Customer Engagement (Issue December 2015, pp. 3-20).
  3. Barari, M., Ross, M., Thaichon, S., & Surachartkumtonkun, J. (2021). A meta-analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457-477.
  4. Behnam, M., Hollebeek, L. D., Clark, M. K., & Farabi, R. (2021). Exploring customer engagement in the product vs. service context. Journal of Retailing and Consumer Services, 60(January).
  5. Botonaki, A., Polymeros, K., Tsakiridou, E., & Mattas, K. (2006). The role of food quality certification on consumers’ food choices. British Food Journal, 108(2), 77-90.
  6. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
  7. Carfora, V., Cavallo, C., Caso, D., Del Giudice, T., De Devitiis, B., Viscecchia, R., Nardone, G., & Cicia, G. (2019). Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior. Food Quality and Preference, 76(March), 1-9.
  8. Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the stimulus-organism-response model to the retail environment: The role of hedonic motivation in impulse buying behavior. International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
  9. Chin, W. W. (1998). The partial least squares approach to structural equation modelling. In Marcoulides G. A. (Ed.). Modern Methods for Business Research, 295(2), 295-336.
  10. Cohen, J. (1992). A Power Primer. Psychological Bulletin, 112, 155-159.
  11. Cox, D. F. (1967). The sorting rule model of the consumer product evaluation process. Risk Taking and Information Handling in Consumer Behavior.
  12. De Silva, M., Khan, Z., Vorley, T., & Zeng, J. (2020). Transcending the pyramid: opportunity co-creation for social innovation. Industrial Marketing Management, 89, 471-486.
  13. Farias, F. De, Eberle, L., Milan, G. S., De Toni, D., & Eckert, A. (2019). Determinants of Organic Food Repurchase Intention from the Perspective of Brazilian Consumers. Journal of Food Products Marketing, 25(9), 921-943.
  14. Fleseriu, C., Cosma, S. A., & Bocănet, V. (2020). Values and planned behaviour of the Romanian organic food consumer. Sustainability (Switzerland), 12(5).
  15. Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39(August), 154-163.
  16. Gligor, D., & Bozkurt, S. (2020). FsQCA versus regression: The context of customer engagement. Journal of Retailing and Consumer Services, 52(March 2019), 101929.
  17. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
  18. Hempel, C., & Hamm, U. (2016). Local and/or organic: a study on consumer preferences for organic food and food from different origins. International Journal of Consumer Studies, 40(6), 732-741.
  19. Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(2009), 277-319.
  20. Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50(April), 277-285.
  21. Itani, O. S., El Haddad, R., & Kalra, A. (2020). Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: Does relationship duration matter? Journal of Retailing and Consumer Services, 53, 101980.
  22. Jaakkola, E., & Alexander, M. (2014). The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective. Journal of Service Research, 17(3), 247-261.
  23. Jensen, K. O. D., Denver, S., & Zanoli, R. (2011). Actual and potential development of consumer demand on the organic food market in Europe. NJAS - Wageningen Journal of Life Sciences, 58(3-4), 79-84.
  24. Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297-310.
  25. Ladwein, R., & Sánchez Romero, A. M. (2021). The role of trust in the relationship between consumers, producers and retailers of organic food: A sector-based approach. Journal of Retailing and Consumer Services, 60, 102508.
  26. Lê Hồng Sơn, & Phạm Xuân Kiên (2018). Các yếu tố ảnh hưởng đến ý định mua thực phẩm hữu cơ của người tiêu dùng thành phố hồ chí minh dựa trên mô hình S-O-R. Tạp chí Khoa học và Công nghệ, 3, 40-50.
  27. Lê Nam Hải & Lê Tuấn Lộc (2021). Tiêu dùng thực phẩm hữu cơ : Nghiên cứu tổng quan về yếu tố động cơ và rào cản. Tạp chí Phát triển Khoa học và Công nghệ - Kinh tế - Luật và Quản lý, 6(1), 2115-2126.
  28. Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2018). Promoting brand engagement behaviors and loyalty through perceived service value and innovativeness. Journal of Services Marketing, 32(1), 70-82.
  29. Lee, H. J., & Hwang, J. (2016). The driving role of consumers’ perceived credence attributes in organic food purchase decisions: A comparison of two groups of consumers. Food Quality and Preference, 54, 141-151.
  30. Lee, H. J., & Yun, Z. S. (2015). Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference, 39(2015), 259-267.
  31. Lee, T. H., Fu, C.-J., & Chen, Y. Y. (2019). Trust factors for organic foods: consumer buying behavior. British Food Journal, 122(2), 414-431.
  32. Majeed, M., Asare, C., Fatawu, A., & Abubakari, A. (2022). An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. Cogent Business and Management, 9(1).
  33. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. In An approach to environmental psychology. The MIT Press.
  34. Molinillo, S., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2020). Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites. Computers in Human Behavior, 108(June 2017), 105980.
  35. Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July), 20-38.
  36. Nagaraj, S. (2021). Role of consumer health consciousness, food safety & attitude on organic food purchase in emerging market: A serial mediation model. Journal of Retailing and Consumer Services, 59, 102423.
  37. Ng, S. C., Sweeney, J. C., & Plewa, C. (2020). Customer engagement: A systematic review and future research priorities. Australasian Marketing Journal, 28(4), 235-252.
  38. Nguyen, H. V., Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. International Journal of Environmental Research and Public Health, 16(6).
  39. Nguyen, M. (2021). Vietnam Organic Market. In Global Agricultural Information Network.
  40. Nguyen, P. N. D., Nguyen, V. T., & Vo, N. N. T. (2019). Key determinants of repurchase intention toward organic cosmetics. Journal of Asian Finance, Economics and Business, 6(3), 205-214.
  41. Olson, J. C. (1972). Cue Utilization in the Quality Perception Process: A Cognitive Model and an Empirical Test. In Purdue University. Purdue University.
  42. Prentice, C., Chen, J., & Wang, X. (2019). The influence of product and personal attributes on organic food marketing. Journal of Retailing and Consumer Services, 46, 70-78.
  43. Q&Me (2018). Tình hình tiêu dùng sản phẩm hữu cơ tại Việt Nam 2018. https://qandme.net/vi/baibaocao/tinh-hinh-tieu-dung-san-pham-huu-co-tai-viet-nam-2018.html
  44. Rather, R. A., Hollebeek, L. D., & Rasoolimanesh, S. M. (2021). First-Time versus Repeat Tourism Customer Engagement, Experience, and Value Cocreation: An Empirical Investigation. Journal of Travel Research, March.
  45. Rousseau, S., & Vranken, L. (2013). Green market expansion by reducing information asymmetries: Evidence for labeled organic food products. Food Policy, 40, 31-43.
  46. Roy, S. K., Balaji, M. S., Soutar, G., Lassar, W. M., & Roy, R. (2018). Customer engagement behavior in individualistic and collectivistic markets. Journal of Business Research, 86(October 2016), 281-290.
  47. Roy, S. K., Shekhar, V., Lassar, W. M., & Chen, T. (2018). Customer engagement behaviors: The role of service convenience, fairness and quality. Journal of Retailing and Consumer Services, 44(December 2017), 293-304.
  48. Sadiq, M., Paul, J., & Bharti, K. (2020). Dispositional traits and organic food consumption. Journal of Cleaner Production, 266, 121961.
  49. Sarstedt, M., Hair, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197-211.
  50. Siderer, Y., Maquet, A., & Anklam, E. (2005). Need for research to support consumer confidence in the growing organic food market. Trends in Food Science and Technology, 16(8), 332-343.
  51. Sodano, V., Hingley, M., & Lindgreen, A. (2008). The usefulness of social capital in assessing the welfare effects of private and third-party certification food safety policy standards: Trust and networks. British Food Journal, 110(4-5), 493-513.
  52. Sultan, P., Wong, H. Y., & Azam, M. S. (2021). How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model. Journal of Cleaner Production, 312(May), 127807.
  53.  Tariq, A., Wang, C., Tanveer, Y., Akram, U., & Akram, Z. (2019). Organic food consumerism through social commerce in China. Asia Pacific Journal of Marketing and Logistics, 31(1), 202-222.
  54. Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48(1), 159-205.
  55. Tobi, R. C. A., Harris, F., Rana, R., Brown, K. A., Quaife, M., & Green, R. (2019). Sustainable diet dimensions. Comparing consumer preference for nutrition, environmental and social responsibility food labelling: A systematic review. Sustainability (Switzerland), 11(23), 1-22.
  56. Torjusen, H., Lieblein, G., Wandel, M., & Francis, C. A. (2001). Food system orientation and quality perception among consumers and producers of organic food in Hedmark County, Norway. Food Quality and Preference, 12(3), 207-216.
  57. Touré-Tillery, M., & McGill, A. L. (2015). Who or what to believe: Trust and the differential persuasiveness of human and anthropomorphized messengers. Journal of Marketing, 79(4), 94-110.
  58. Tranter, R. B., Bennett, R. M., Costa, L., Cowan, C., Holt, G. C., Jones, P. J., Miele, M., Sottomayor, M., & Vestergaard, J. (2009). Consumers’ willingness-to-pay for organic conversion-grade food: Evidence from five EU countries. Food Policy, 34(3), 287-294.
  59. Trung tâm thông tin công nghiệp và thương mại (2019). Xu hướng phát triển lĩnh vực nông nghiệp hữu cơ. 5.
  60. van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
  61. Woodworth, R. S. (1918). Columbia University lectures: Dynamic psychology. In Columbia University lectures: Dynamic psychology. Columbia University Press.
  62. Yiridoe, E. K., Bonti-Ankomah, S., & Martin, R. C. (2005). Comparison of consumer perceptions and preference toward organic versus conventionally produced foods: A review and update of the literature. Renewable Agriculture and Food Systems, 20(4), 193-205.
  63. Yu, W., Han, X., Ding, L., & He, M. (2021). Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention. Journal of Retailing and Consumer Services, 59(April), 102377.


The Effects of Organic Food Labels and Trust in Producers on Customer Engagement

Abstract:

This study examines the effect of organic food labels and trust in producers on customer engagement in the context of organic food consumption. At the same time, it tests the mediating role of trust in producers in the relationship between organic food labels and customer engagement. The proposed research model and hypothesis are based on the combination of the S-O-R model, the cue utilization theory, and the social exchange theory. Quantitative data were collected from 388 Ho Chi Minh City customers with prior experience consuming organic food. The structural model was analyzed and verified through PLS-SEM software. The results show that organic food labels and trust in producers positively impact customer engagement. In addition, the complementary partial mediation role of trust in producers is also demonstrated. Policies are also discussed to increase trust in producers and customer engagement.

 

DOI: https://doi.org/10.63065/ajeb.vn.2023.210.95866

Liên hệ
  • Cơ quan chủ quản: Trường Đại học Ngân hàng Thành phố Hồ Chí Minh

    Cơ quan xuất bản: Tạp chí Kinh tế và Ngân hàng châu Á

  • Địa chỉ Tòa soạn: 36 Tôn Thất Đạm, Phường Nguyễn Thái Bình, Quận 1, TP.HCM, Việt Nam
  • Điện thoại: 028.38210238|Email: ajeb.vn@hub.edu.vn
  • Giấy phép trang thông tin điện tử: Số 201/GP-TTĐT do Cục Phát thanh, Truyền hình và Thông tin điện tử cấp ngày 11/11/2016
  • Giấy phép Hoạt động Tạp chí in: 388/GP-BTTTT ngày 02/11/2018 in tại Công ty TNHH Một Thành viên In Kinh tế
  • Tổng Biên tập: ..........................................................
Thể lệ tạp chí
Thống kê
  • 1.384 lượt truy cập
  • 22 trực tuyến
  • 206 Tạp chí đã được phát hành
  • 818 Bài viết được phát hành