1 TABLE OF CONTENT LIST OF TABLE .4 Methods and research scope .5 Contribution of the study .6 Structure of the thesis. LITERATURE REVIEW AND HYPOTHESES .1 Fundamental Behavior Theories .3 Attitude towards SafeVegetables (AtSV) and Willingness to Purchase (WtP) .3 Scale of constructs .6 Attitude towards Safe Vegetables .7 Willingness to Purchase Safe Vegetables .6 Data analysis method. 33 CHAPTER 4: RESULTS AND DISCUSSION .2 Assessment scale of measurement .3 Result of testing assumptions.4 Results of regression .1 Summary of main results .3 Limitation and future research .63 Appendix A: Vietnamese questionnaire. 63 Appendix B: Results of EFA.
68 Appendix C: Result of Regression (Model 1). 72 Appendix D: Result of Regression (Model 2). 75 4 LIST OF TABLE Table 3.1 Timeline of research process .2: Result of qualitative pilot research .2 Result of collecting questionnaire .1 Characteristic of Sample .2 Result of Reliability test .3 Rotated Component Matrix of Independent Variables .4 Rotated Component Matrix of Mediating Variable and Dependent Variable .5 Correlation of all constructs .6 Regression of Model 1 .7 Regression of Model 2 .1 Result of indepth-interview for reason of not significant impact between Subjective Knowledge and Attitude towards Safe Vegetables .1 Introduction A green economy gives the impression of an economy that is environmental-friendly, sensitive to the need of conserved natural resources. Moreover, green economy minimizes pollution and emissions that damaging the environment while the production process is going on and makes products, services which is not harmful to the environment.
That means green economy is when low-carbon, resource used efficiently, and social concerned. The key aim for a transition to a green economy is to enable economic growth and investment while increasing environmental quality and social inclusiveness (UNEP, 2011). Green economy is to get green growth, leading to social inclusiveness and culture inclusiveness. There are over 120 countries apply green economy over the world (Đức Nhân & Việt Quốc, 2007).
In green economy, sustainable production and sustainable consumption are two essential sides. Production and consumption of the economics, combine together in the cycle of producing-consuming goods. This study focuses on sustainable consumption, especially agricultural consumption. Sustainable consumption concept is summarized as the way that provides consumers chances for using products and services efficiently, with low-impact on environment, social and economics.
The final target of sustainable consumption is improving quality of life for generations; and the main idea is not less consuming, another word is intelligent consuming. Indirectly way, this leads less natural resources, less waste and less polluted environment. Sustainable consumption in agriculture means using agricultural foods with no chemicals. Consumers’ health and environment according have benefit in direct effect.
This study mentions about sustainable consumption on vegetables; because it is essential food every day for each person. 6 In Vietnam, many farmers follow VietGAP criteria for supplying high-quality vegetables, whereas the amount of consume does not increase. A lot of money for investment of growing, in contrast with situation of more not sold safe vegetables. From enterprises and government, not worrying about quality products of customers causes this problem, according to Hồng Loan (2014).
However, there is few comments of consumers about what they care about when deciding to buy vegetables.2 Research problem As a contribution in economic growth, “agriculture represents the most important source of income for the majority of the world’s population” (United Nations Environment Programme [UNEP], 2011, p. And “key policy option to improve sustainability and resilience is agricultural production systems” (UNEP (2013, p. Vietnam is a country, which has strength point of agriculture. Natural farming, in spite of new concept in sustainable production and consumption, appears ages ago in Vietnam.
By natural farming, there are very nutrients in foods, helping body of person healthy and no illness (Hoàng Hải Vân, 2014). Products of natural farming are natural vegetables with no chemicals. However, concept of natural vegetables is not popular. Most of citizens are familiar with concept “safe vegetables”, which is produced under VietGAP criteria.
Safe vegetables means there is limited chemicals inside the products, those are certified by Ministry of Agriculture and Rural Development. However, how much of popularly safe vegetables used still is a big question.