Nghiên cứu hành vi tiêu dùng mỹ phẩm hữu cơ của phụ nữ việt nam

Nghien cufu hanh vi tieu dung
my pham hiJu cof
cua phu niJ Viet Nam^
'

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PHAM THG HCrOMGTRAN THU TRANG"
N G U Y I N THI LAM ANH"'

Tom tat
Vdi nghien cffu ndy, nhdm tdc gid hudng den nhdm ddi tugng Id phu nff Viet Nam trong do
tudi tff 18 din 60 vdi muc dich thdng qua khdo sdt de nhgn biet dugc hdnh vi tiiu dung my
phdm hffu CO cua phu nff Viet Nam. Tff do de xudl mot sd gidi phdp cho doanh nghiep kinh
doanh my phdm hffu cO tgi Viet Nam.
Tijrkhoa: hdnh vi liiu ddng. ihi trudng my phdm, my phdm huu cO, phu nff Viet Nam
Summary
In this research, tbe authors focus on Vietnamese women from 18 to 60 years old for the
purpose of researching the their consumption behavior of organic cosmetic. Afterwards, .some
recommendations are proposed for organic cosmetic enterprises in Vielnam.
Keywords: consumption behavior, cosmetic market, organic cosmetic. Vietnamese women
Giai THIEU
Hien nay, xu hffdng sff dung my pham
hi?u ed dang ngay cang phd bid'n tren toan
the' gidi, khi ma nhieu nghidn cffu khoa
hpc cho tha'y, cac thanh phan hda hpc
long hdp trong my pham la nguydn nhan
ciia nhieu can benh nguy hiem (Kirchhof,
M.G, 2013). Xu hffdng nay anh hffdng

tich cffc tdi thi trffdng my pham Vidl Nam
ndi ngffdi tidu dung vdn dT ffa thich cae
san pham cd ngudn gd'c thien nhien hdn
(Fumre Market Insight, 2014).
Vi the', viee nghien cffu hanh vi lieu
dung my pham hffu cd cua phu nff Vidl
Nam va de xua'l mdt so' giai phap cho
doanh nghiep kinh doanh mat hang nay
la can thiel.
PHUONG PHAP NGHIEN CCfU
Ctf sd Iy thuyet
Sff gia lang manh me ve nhu eau lieu
dung san pham hffu cd da nhan dffde sff
quan tam Iff nhieu nha nghidn cffu. Trong
nghien cffu "From organic consumers
lo organic consumption" (lam djch 'Tii'

ngUdi tiiu ditng hffu cO tdi tieu thu sdn phdm hffu co")
Anne Hoist Andersen (2011) phan tieh hanh vi lieu
dung san pham hffu ed dffdi quan didm xa hdi hpc nhff
la mpt hien tffdng eija cupc so'ng hang ngay. Nghien
cffu "Impact of Consumer Behaviour on Organic Food
Consumption in Select Cities in Maharashtra" (tam
dich " dnh hudng cua hdnh vi tieu dilng di'n tiiu thu thffc
phdm hffu CO tgi 1 so thdnh phd d Maharashtra) (Doel
Mukherjee, 2012) phan lich mffc dp anh hffdng cua cae
nhan id mui vi, mffe dp tie'p can truyen thong va nhan
khau hpc ldi hanh vi lieu dimg thffc pham hffu cd.
Hanh vi mua cua ngffdi tieu dung la Ihual ngff de
chi hanh vi mua eua ngffdi tidu dung cud'i cung - cac

ea nhan va hp gia dinh mua hang hda va dich vu de
sff dung vao muc dich ca nhan hoac gia dinh. Co thd
dinh nghTa hanh vi mua eua ngffdi tieu dDng la loan
bp hanh dpng ma ngffdi tidu dung bdc Id ra trong qua
trinh lffa chon, mua sam, sff dung, danh gia hang hda
va dieh vu nham thda man nhu cau cua hp.
Thong tff quy dinh ve quan ly my pham sd 06/2011/
TT-BYT do Bp Y le ban hanh ngay 25/01/2011 ehi
dinh nghTa my pham, ma khdng d^ cap de'n khai mem
"hffu cd" hay "my pham hffu ed".
Cdn trong Tieu ehuan nganh lOTCN 602:2006 vl
Hffu ed - Tidu chuan ve san xua't ndng nghiep hffu cd
va che bie'n ban hanh theo Quyd'i dinh sd 4094 QD/
BNN-KHCN, ngay 29/12/2006, thi hffu ed la "dffdc

'PGS, TS., " T S , , "", Trtfdng Dai hpc Ngoai thtfdng
Ngaynhan bdi: 15/09/2019; Ngdy phdn bi?n: 20/10/2019; Ngdy duy$t dang. 15/11/2019
'Bat bao lii m^t trotig nhiftig s^n pham cua nhom nghien ciJii Hanh vi tieu diing xanh CULI Trifclng Dai hoc Ngoi

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HiMH 1: mcfC DO TIEP C^M CAC N G U 6 N THOMG TIN
CUA MGCfCJI TIEU DONG MY PHAM HfifU Cd

san xua't bang cae phffdng phap quan ly san xua't dac
bidt trong do cd chti trpng de'n vide bao ve mdi trffdng
va da't; khdng dffdc phep sff dung eac cha't hoa hpe
long hdp (ke ca thud'c trff sau va phan bdn hda hpc) trff
nhffng cha't dffdc lidt kd trong Phu luc I".

Tffdng Iff nhff d Viet Nam, lai Hoa Ky, Dao Iual
cua lien bang ve thffc pham, dffde pham va my pham
(FD&C Act) va Dao luat ve ddng gdi va nhan hidu
(FPLA) deu khong dinh nghTa "hffu cd". Hffu cd eh!
dffdc giai thich trong cac van ban quy dinh ve chffng
nhan san pham cua cac id chffc dde lap.
Do vay, my phS'm hffu ed dffdc hieu ddn gian la cac
san pham Iam dep dat dffdc chffng nhan "san pham
hffu ed" khi thda man cac lieu chuan dat ra bdi mdt td
chffc ddc lap uy tin.
Mdt sd' loai chffng nhan hffu cd dffde edng nhan d
quy md qud'c Id', nhff: ehffng nhan AGO (Uc), NSF (My2009), OASIS (M^-2008), Soil Association (Anh-2002)...
O Viel Nam, cd to chffc PSG Viet Nam dffdc Lien doan
qude te eac phong trao ndng nghidp hu\i ed (IFOAM)
cdng nhan la mdt hd Ihd'ng dam bao ed gia tri eho cac san
pham hffu cd d ihj trffdng ndi dia tff nam 2004.
Phu'dng phap nghien cihi
Ngoai ngudn thdng tin thff ca'p, nhdm tac gia thu
thap thdng tin sd ca'p bang each gu'i bd cau hdi trffc
tie'p tdi ngffdi tieu diJng va khao sat trffc luye'n bang
Google Form qua thff didn iff, hoac ehia se qua cac
mang xa hdt, cac dien dan cua ngffdi lieu dung my
pham trong thdi gian tff thang 2 de'n thang 05/2018.
De cd sd' lieu khao s^t, thi 350 mSu phie'u nghien
cffu dffde gffi trffc tie'p va gian lid'p ihdng qua Google
Form bang each dang lai vao cac nhdm nhan xel ve my
pham, eac nhdm rao ban my pham, cac nhdm hffdng
din eham sdc da. trdn Facebook va cac didn dan danh
cho phu nff. Sau khi sang lpe va loai bd nhffng phie'u tra
ldi khdng du thdng lin cdn Iai la 306 phie'u.

KETQUA NGHIEN CL/U
V^ ly do su" dung my phim hu'u cd
Kd't qua khao sal cho tha'y, da sd ngffdi tieu dung
my pham hffu cd hffdng tdi cac san pham dffdng da. Khi
dffdc hdi "Ly do nao khie'n ban lffa chpn my pham hffu
cd Ihay vi cae Ioai san ph^m khae?", thi cd 87,1% ngffdi
tidu dung tra Idi la do ngudn nguydn heu iff nhidn, khdng
suf dung cac cha't tdng hdp hda hpc. Cd 2 nguyen nhan
ehinh eho kdl qua nay la sff ffu ai vdn ed cua phu nff Viet

38

.-dc tff nhidn va
Nam vdl m\ p'^. •
cho thay, tac
cac minh chffng <
,nh ph^n ^^ng
dpng tieu cffc cuu
khoe
hop hoa hoc trong nr, , n.. ldi
.. siJc
.„^ul^i
caaconngUc.i;,co8.1«/.ngLrO.«chm
lira chonraypham hffu ca vi I")"'n"*^^"
xuat drfdc J r a soat cha. che va dam bao
chl|-tWdng;3,2%triB.av,"hanchetoi
da tac dong tdi moi tniong va 1,6% tra
im VI dac die'm "khong thiT nghiena tren
dong vai" cuaraypM'ra hitu cd.
• Vl miSc dO tie'p csn cac nguon

thong tin
,„
Nguon thong tin ma ngiTfli tieu dung
my pha'm hitu cd tiep can, gom: lunh
nghiem ban thSn; gia dinh, ban be, d6tig
nghigp; quang cao tren ti vi, bao, dai
radio, tap chi; quang cao tr6n internet;
website cua hang; ngtfdi ban hiing, quang
cao tai dia die'm ban; diSn dan, cong
dong mang; ngtfdi dinh hinh xu hirang
(beauty bloggers). Ngtfdi tieu diing co
the lua chon cac miJc dp tiep can thong
tin tlf 0-4. Ket qua cho thay, nguon tbong
tin ngifcJi tieu dung tig'p can nhieu nha't la
gia dinh, ban be, dong nghiep vdi mffc dp
tie'p can trung binh la 2,113/4 (Hinh 1).
Vl mu'c do quan trong cua cac ti^u
chi danh gia my phS'm hffu crf
Cong dung san pham, thtfong hieu va
ntfdc xuii't xif la 3 tieu chi dtfpc ngffdi tieu
diing my pham hifu cd coi trong hdn ca.
Ket qua khao sat cho tha'y, mffc dp quan
trpng trung bmh cua 3 tieu chi lan litdt
la 2,774/4; 2,468/4 vii 2,516/4. Khong
CO ngffdi dtfdc hoi nao ltfa chpn mffc do
0 (khpng quan trpng) cho 3 tieu chf nay.
Sap xe'p theo mflc do quan trpng tff cao
den thap, cac tieu chi danh gia my pham
hffu CO con lai gSm co; cac ye'u to cua cffa
hang (dp hn cjy, stf than thien cua naffM

ban...); gia ca, cac chtfong tnnh giam°gia,
khuyen mai; Ih, hieu vathietke san phim
J4tfc dp quan trong cia thi hie'u vii
thietke san pha'm khong caocho tha'y
" S f i f " ! ™ S my pha'm hifu c d i t b i
anh htfong b4i cac trap ltfu, xu hj«nc
khiraquyetdinhmnamypha'nhSC
CO. Dang chu y li cO tdi gSn
SoTJZ
dffpchoidSnhgia,,euchiti,iftks^s7'
pham trpng.
0 mffcQua„
khong„ien,
quan,rong
h t a r i«,
quan
.,5-- J """t:
nffdc son" cia n g t f O i V i e t N ™ ^ ? " "
5nh htfdng tdi Stf danh t ^ ™ " ' 8 M
1..U1 ^o yeu to anh hffS„o m „ dinh mua my pha'm hOu cs
' '""'
Ket qua khao sat cho ihs',,
doi iff ye'u to-ca nhan c >'"UC; "ao
' . *anh
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hffdng manh me nha't ldi quyel dinh mua
HINH 2: MOT SO YEU TO ANH HCTdNG TCSl
cua ngffdi tidu dung my pham hffu cd.

QGYET DINH MGA MY PHAM HdU Cd
Hp san siing thay ddi hoan loan quyd'i
dinh mua ne'u hp cd thay ddi ve mong
CA nhan ban c6 Ihay doi (ve mong j
raudn, nhu cau va kha nang tai chinh.
P h i f c n g l l i i r c thanh loan khflng ihuSn loi i
Bia di^m mua hang kticng l l i i i | n iqi\ i
Thai dp phuc vu ciia ngffdi ban cd
San p f i i m Ianh hffdng dang kd' tdi ngffdi tieu dung
Thai d o phi^c vy ciia n g u d i ban i
y ki§n CL
my pham hffu cd. 96,9% ngffdi lieu dung
thffa nhan thai dp phuc vu cua ngffdi ban
anh hffdng tdi quye't dinh mua cua ban
than. 3 nhdm yd'u to' gdm: phffdng thffc
HINH 3: MQT SO NHAN HIEG MY PHAM HClG CCi
Ihanh loan va dia diem mua hang khdng
DtfOC NGCfdl TIEG DGNG V I | T NAM L^A CHQN
thuan Idi va san pha'm khdng cd san la
cac yd'u to' tie'p theo anh hffdng tdi ngffdi
tidu diing my pham hffu cd khi ra quyd't
dinh mua hang (Hinh 2).
MOt sd' nhan hieu my pham hu'u cd
dfftfc ngicdi ti^u dung li^a chpn
Cac san pham ma hp Iffa chpn thudc
nhieu thffdng hieu khac nhau, bao gdm:
Andalou, Botani, Tata Haper, Trilogy,
Bite Beauty, Tarte, Origin Organics, Now
Solutions, Caltier va mdt so' thffdng hidu

khac. Tuy nhien, khdng cd thffdng hieu
HINH 4: s d DGNG BAO BI MY PHAM HtJfG CO
nao dffdc dac biel tfu ai hdn ca ngoai trff
Origin Organics va Bile Beauty. So' Iffdng
ngffdi tham gia khao sat da tffng tidu
dung san pha'm cua 2 hang nay Ian Iffdt la
18,7% va 8,4%. Sd Iffdng ngffdi tidu dung
my pham hffu ed lffa chon cac hang cdn
lai deu khdng dang ke (Hinh 3).
Ve si^ dung va thai bd my pham
hffucd
Sau khi sff dung bd'i san pha'm, 45,2%
^^^P^^
ngffdi tham gia khao sat Iffa chpn vffi bd mua san pham cua hang. So' khae lffa chon se ehia se
phan cdn Iai (vd va hdp dffng), 37,9% thdng lin tidu cffc vd san pham tren mang xa hdi.
lffa chpn giff Iai de' tai che 16,9% Ira
ldi la cho, ban, trao ddi phan vd hoac
KET LUAN VA DE XUAT GIAI PHAP
hdp dffng my pham (Hinh 4). Di^u nay
cho tha'y, phan Idn ngffdi tieu dung my
Nhff vay, cd the riit ra mpt sd dac die'm sau ve
pham hffu cd cd y thffc cao ve bao vd ngffdi tieu dung my pha'm hffu ed lai Viet Nam. Trffdc
mdi trffdng va cu thd' la vide lai che' san he't, phu nff Vidl Nam sff dung my pham hffu cd vdi
pham. Ngffdi Iam marketing cd the can mue dich dffdng da nhieu hdn la trang diem. Nguon
cff vao dac diem nay cua ngffdi tidu thdng tin ho tiep can thffdng xuydn nha't la tff gia dinh,
dung de Iffa ehpn thdng didp Irong cae ban be va ddng nghidp. Tuy nhien, ngffdi tieu diing
chie'n dich marketing.
my pham hffu cd van Iffa chpn kinh nghidm eua ban
than la nguon tham khdo Ihdng tin dang tin cay nha'l.
Danh gia sau mua

Dd'i vdi danh gia ve quye't dinh mua Khi danh gia cac phffdng an mua hang, 3 tieu chi dffdc
my pham hffu ed eua ban than, khoang danh gia quan trpng nha'l Ik edng dung san pham,
70% ngffdi tieu dung giff thai dp trung thffdng hidu va nffde san xua'l. Ye'u to' anh hffdng Idn
lap, gan 29% edn lai tra Idi la hai Idng. nha'l tdi sff thay ddi quye't dinh mua my pham hffu ed
Chi cd so' ra't il khdng hai idng vdi san la cac ye'u to'tff ban than ngffdi tieu dfing (thay doi ve
pham sau khi mua. Tuy nhien, khi difde nhu cau, mong mudn, kha nang tai chtnh...). Sau khi sff
hdi phan ffng cua ban than neu khdng hai dung my pham hffu cd, phan ldn ngffdi lieu dung Vidl
Idng vdi san pham, htu he't ngffdi lieu Nam ed y dinh giff Iai vd san pham hoae Irao ddi vdi
diing miy pha'm hffu cd lffa ehpn phan ffng muc dich tai che'va bao vd mdi trffdng.
khdng lieu cffc dd'i vdi hang. Hdn mdt nffa
Ve danh gia sau mua, ngffdi lieu dung my pha'm
ngffdi dffdc hdi tra ldi la khdng tid'p tuc hffu cd Viet Nam thffdng hai Idng hoae giff thai do

9

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trung lap vdi quyd'i dinh mua cua minh. Tuy nhidn, van de niy. Gid tri thtf. lieu ddng g P
neu khdng hai long, da sd hp Iffa chon phan ffng mdt khong nhd vao gia' tri ,. -in phaij '^'^"^
each tidu cffc trdn mang xa hdi thay vl phan anh vdi nhff gia tri ctia cd doan:
.^lep- ^°\^ I^
cOfa hang hay nha san xuS't.
khac, ihffong hidu cur. •• mdt thffdc ao
Tff ke't qua khao sal ve hanh vi lieu diing ray pham eho sff thanh eong cua i< • • nh nghi^P- ,
hffu ed cua phti nff Vidt Nam, nhdm tac gia de xua't
Ndm Id, tgo sff thudn d'n chokhach
mpt sd'giai phap cho eae doanh nghiep kmh doanh my hdng, Bi tao sff thudn tien cho ngffdi
ph^m hffu cd tai Viet Nam. Dd la:
tidu dung my pham hffu cd, doanh

Mgt Id, nen sff dung marketing lan toa vd marketing nghiep luon phdi dam bao sff san cd cua
ke chuyan de thay ddi nhgn thffc ngffdi tieu dung ve san pha'm, gidm thie'u thdi gian tff khi
my phdm hiiu cff. Marketing lan tda kich thich ngffdi khach hang dai hang eho tdi khi khach
lieu diing lan truyen thdng tin gid'ng nhff lan truyen hang nhan dffpc hang. Vi vay, da_dang
virus Iff ngffdi nay sang ngffdi khae vdi td'c do cap so kdnh phan phdi (ban hang trffc tiep qua
nhSn. Ke'l qua khao sal da chi ra rang, dd'i vdi ngffdi cu'a hang, bdn hang trffc myd'n) va da
tieu dung my pham hffu cd, gia dinh, ban be va ddng dang hinh thffc thanh toan ( qua internet
nghidp la nhdm tham khao thdng tin cd mffc dp tiep banking, the tin dung, tien mat) cung vdi
can Idn nha't va do tin cay eao thff nhi, chi dffng sau phat ti:ie'n he Ihd'ng logistics la nhffng
bien phap thid't ydu cua doanh nghiep
kinh nghiem cua ban than.
Hai Id, tgo dieu ki$n cho ngffdi tiiu dUng diing thff kinh doanh my pha'm hffu ed.
sdn phdm. Ke't qua khao sat trong bai nghidn cffu cho
Sdu Id, sff dling ngudi dinh hinh xu
tha'y, kinh nghidm ciia ban than la ngudn thdng tm hffdng (beauty bloggers). Mac du kd'l
dang lin cay nha't dd'i vdi ngffdi lieu dung my pham qua khao sal cho tha'y, ngffdi dinh hinh
hffu ed. Do vay, lao dieu kien cho ngffdi tieu dilng my xu hffdng khdng phai la ngudn thdng tin
pham hffu cd diing thff san pha'm la bien phap kieh tham khao cd mffc dp tie'p can cao va cd
Ihich tidu diing hidu qua.
dp tin cay Idn dd'i vdi ngffdi tidu dung my
Ba Id, hodn thi$n sdn phdm. Ke't qua khao sat da phara hffu cd nhffng kha nang anh hffdng
chl ra cdng diing san pha'm la lieu ehi danh gia quan cua hp ddi vdi cac khach hang la khdng
irpng hang dau dd'i vdi ngffdi tieu dung my pha'm hffu nhd, nha't la khach hang tre tudi dac biel
ed Vidl Nam. Do vay, hoan ihidn san pham la bien trong thdi dai internet biing nd va mang
phap lien quye't de dat dffpc sff cdng nhan tff ngffdi xa hpi phat trie'n manh me nhff hien nay.
Ben canh do, nhffng ngffdi dinh hinh
tieu dung my pham hffu cd. Hoan thidn san pham bao
gdm vide dam bao cha'l Iffdng san pha'm, da dang hda xii hffdng thffcfng cd dia vi cao trong xa
hpi, am hieu va cd chuyen mdn ve my
linh nSng san pham va hoan tbien bao bi san pha'm.

Bon Id, xdy d^ng thiA/ng hieu. Ket qua khao sal cho phdm^ va nganh Iam dep nen kha nang
tha'y, ngffdi tieu dung my pham hffu cd rS't quan tam ldi thuyet phuc cua hp khd hieu qua so vdi
thffdng hidu va xuat xff cua my ph^m. Do v%y, ngay Iff cac nhan xel, binh luan eua nhffng ngffdi
khi mdi gia nhap thi trffdng, eac doanh nghiep kinh doanh khac tren cac hoi nhdra, didn dan trdn
my pha'm hffu ed lai Vidl Nam phai he't sffc chu trpng tdi mang internet,Q
TAI LIEU THAM KHAO
1. Future Market Insight (2014). Thi trudng my phdm hffu ca ASEAN- phan r ; hgi trong giai dogn 2014-2020, Hoa K5'
'
'^" ^^ '^^"'' S'd cd
2. Anne Hoist Andersen (2011). From organic consumers to organic con'mmr.,- r>
Aarhus University
'^'""'' Copenhagen:
3. Doel Mukherjee (2012). Impact of Consumer Behaviour on Organic Food Con
Cities in Maharashtra, Padmashree Dr. D. Y. Patil University, Department of BusinesT?""" '" ^^^^^^
4. Douglas B. Holt (1995). How consumers consume: a typology of consum ^^"^^^™^"^
Journal of Consumer Research. 22(1), 1-16
P"°n practices,
5. Kirchhof, M.G (2013). The health controversies of parabens. Skin Therapy i
6. Schiffman, L. G., et al. (2007). Consumer Behavior. 9th edition. Prentice HaU Inc N ^^^^'
7. Techsci Research (201 d). Thi trudng my phdm hffu eg todn cdu: Du bdo co hA '^ ^^^^^^
2027, New York
_
''^'^ "'deh thffc
8. Nielsen (2018). Truyen miing la phuang thffc qudng cdo ddng tin cdy nhd't ddi '•
diing VietNam, truy eSp tff htlp://www.melsen.eom/vn/vi/insights/2015/lrusl-in-advenis''''' "^"''^' "^"
9. NSF (2018). Organic Certification, access to httpV/www.nsf.org/services/by^'T^'^^^-'^^'^
safety-quality/orgamc-eertification
' "^^/food-

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