Xác định các yếu tố ảnh hưởng đến hành vi tiêu dùng thực phẩm thuỷ sản có truy xuất nguồn gốc của người tiêu dùng Việt Nam: trường hợp điển hình tại TP. Hồ Chí Minh
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Ô nhiễm thực phẩm và ngộ độc thực phẩm đã và đang gây ra vấn đề nghiêm trọng làm suy giảm niềm tin của người tiêu dùng tại Việt Nam và thực phẩm truy xuất nguồn gốc là một giải pháp tiềm năng cho vấn đề này. Mục tiêu của nghiên cứu này là xác định các yếu tố ảnh hưởng đến ý định sử dụng thực phẩm thủy sản truy xuất nguồn gốc và mức độ tác động của từng yếu tố dựa trên mô hình “lý thuyết hành vi có kế hoạch” (TPB) lên người tiêu dùng tại TP. Hồ Chí Minh. Kết quả nghiên cứu dựa trên khảo sát 200 người tiêu dùng đã cho thấy ý định tiêu dùng của khách hàng đối với sản phẩm thủy sản truy xuất nguồn gốc được hình thành chủ yếu dựa trên thái độ của họ, trong khi các chuẩn mực chủ quan như ý kiến từ gia đình, bạn bè, các chuyên gia,. . . lại tác động gián tiếp đến ý định thông qua thái độ. Nghiên cứu cũng cho thấy mặc dù ý định là tiền đề cho hành vi tiêu dùng thủy sản truy xuất nguồn gốc, nhận thức kiểm soát hành vi lại là động lực lớn hơn quyết định hành vi tiêu dùng thật sự.
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