Các yếu tố ảnh hưởng đến hành vi lựa chọn rau an toàn của người tiêu dùng nghiên cứu thực nghiệm trên địa bàn hà nội

liESH Tfe VA ftUAW IX

cflcveuTOflnHHinGOEnHflnHui
Llln cHon Rnu on M cun ncilcii TICU DOnG:
HGHICn COU THI/C RGHICfTI TRCR D|n BRR HR RG!
Nouveh Qud'c \^el
TrUdng Dgi hpc Kinh te - BH Qud'c gia Ha N$i
Email:
Le Thj Quynh
TnJdng Dgi hpc Kinh te - BH Quoc gia Ha NOI
Email:

Ngiy nhpn:

06/04/2015

Ngiy nhpn lal:

16/04/2015

Ma so: so.1TrEM.12

(f^/J
' ii vidt di lim ro tinh hinh tidu thp rau ndi chung, xu hudng cua ngudi tISu dung vi phin tich
cp thi cic yeu to inh hudng den quyet dmh lua chpn mit hing rau cua ngudi tieu dung trin
dia bin Hi Npi Bang phuang phip kinh td lupng vi sO dung cong cu Evlew7, bil vidt da udc lupng md
hinh cic yeu tdinh hudng ddn vipc lua chpn rau an toin eOa ngUdl tidu dung vdi sdlieu tU khio sit tai
mpt sdsiSu thi vi chp dau mdl cua Ha Ndi. Kdt qui phin tich cho thay ngudi tieu dung cd trinh dp hgc
vdn vi thu nhap cao thi se cd t^ lp tua chpn rau an toin cao han. Ydu td ve tuoi vi mOc dp tin tUdng vao
chat luang rau an toin cung co inh hudng den viSc lOa chpn rau an toin cua ngUdi tieu dung. Yeu to
ve chdnh Ipch gli rau an toin vi rau thudng khong cd anh hudng trong md hinh niy TO cac phit hien

tren, bii vidt di rut i^ mpt sd khuyen nghi cp the de ning cao nhpn thOc vi phit tridn thj trudng rau an
toin tren dia bin TP. Hi Npi.

M:

TO khda: Hinh vl tiSu dung, thi trudng ndng sin, rau an toin.
1. Bdt va'n de
Rau la logi thue pham Unlet ydu trong ddi sd'ng
Clia mdi gia dinh. Vipc lya chpn rau de mua cho
gia dinh khdng chl nhSm phye vy cho nhu cau ed
ban la an udng ma edn phai bao gdm nhu cdu an
toan. Bdi dpc to trong san pham ndng nghiep ngay
cang cao, nguy ed dde cap ttnh va man ttnh eho
ngudi tieu dting ngay cang khdng the xem nhe.
Hidn nay nhu eau eQa ngudi tieu dting ve rau an
toan (RAT) la rat Idn, nhat la khi mQc song ngdy
cang lang, ngudi ddn ngay cang quan tdm nhieu
hdn den sQc khde ngQdi than va eiia ehlnh minh.

Bdc bidt la ddi vdi ngudi ddn tgi cac thanh phd \6n
nhu Ha Npi.
RAT la khai niem dupc sQ dung de chi cac loai
rau dapc eanh tac tren dien lich dal ed thdnh phan
hda - thd nhudng dupe kie'm scat (nhat la kiem
soat ham lupng kim logi nang va cac chat dpc hgi ;
cd ngudn goc IQ phan bdn, IQ cae chat bao v§ Ihi/c
vdt va eae chat thai sinh hoat tdn tai Irong 6
dupc san xual theo nhflng ky thudt nhSl djnh, ntici I
vdy ma dam bao an loan ve sinh thuc phim cho
ngudi tteu dung va mdi Irudngi.

1. Quyet dinh s667- 1998/QD~ BNN-KHCN

khoa hoc ^ ^ ^ ^ . ^ ^ ^ ^ ^ ^ ^ ^ ^ . ^
20 tliiidngmai

SD 80/2018'


KEIGH T^' v A QUAIV LY
NhQng nam 90 cQa the ky tn/dc, van de san
xudt RAT 6 Viet Nam da dupc dd cdp ddn nhieu.
NhQng nam trd lai ddy. nhan IhQc ve van de san
xu^t va tteu dung rau an toan tt-dn gde dd an loan
vd sinh thuc pham va chong d nhie'm mdl Irudng
da tang len dang k€ nhd hogt ddng luydn truydn
ttch cyc tQ phfa cac nha khoa hpc cung nhu dU
iudn xa hdi. Cung vdi sU quan tam mgnh me tQ cac
ed quan chuyen mdn. eae cap ehfnh quyen, eac td
chQc nghien cQu khoa hpc va chuyen giao cdng
nghp, sy tham gia lich eye tQ ngudi ndng dan. iTnh
vyc san xuat RAT da hinh Uidnh vd cd nhQng bade
phat trien nhat djnh.
Thanh pho Ha Ndi ed long didn tich canh lac
rau 12.041 ha ndm 2013; tUdng dUdng 29.000 ha
gieo trdng/ndm, trong do mdi ehi cd 4.500 ha rau
an toan (ehlem 37,4%) vdi san lapng dgt khoang
295.000 lan/nam, tUOng duong 800 tan/ngay2.
ChQng logi rau dapc san xuat d Ha Ndi kha phong
phli vdi trdn 40 loai rau. lap tnjng chu ydu d vu

Bdng Xuan. Nang sual rau dai tra binh quan dgl
20,5 tSn/ha/vu; ndng suat rau dupc san xu^t theo
quy trinh san xuat FIAT dgt 19.5 tdn/ha/vu. Tdng
san lupng rau d i a loan Thanh phd dgt xap xi
569.802 lan/nam; cd kha nang dap Qng dQpc 60%
nhu cau rau xanh (trong dd san lupng rau dapc
san xuat theo quy Irinh san xuat RAT dgt 131.770
tan/nam. dap Qng dupe 14% nhu eau), Cdn 40%
lapng rau tQ cac dja phuong khac cung Qng^.
Theo sd lieu ra soat den thdng 9/2013. hidn
nay Ha Ndi cd hdn 60 cQa hang, diem ban rau an
loan (RAT), san lupng tidu thy trung blnh IQ 50 120 kg/cQa hang/ngay. Cd 35 sieu thj dang Udu
thy RAT, san luong tmng binh IQ 60-200 kg/sieu
lh]/ngay. Ngoai ra, Sd Ndng nghiep & PTNT da
giao Chi cue Bao ve thyc vdt phoi hop vdi San
giao djch rau, qua va ttiuc pha'm an loan tht did'm
md eae diem phdn p h ^ RAT tai cac khu dan cu, cd
quan. Ket qua den thdng 10/2013 dang van hanh
72 diem tgi khu dan cU, cd quan. tdp trung chu yeu
d eac qudn Thanh Xuan. Ha Ddng, Hoan Kidm,..

Cd 25 HTX san xuat va lieu thu RAT vdi san lupng
tteu thy trung binh 200-300 kg/HTX/ngay. eao 800
-1.000 kg/ngay Ttnh den nam 2013. toan Thanh
pho da chi dao, giam sat, phat trien dUde 4.500 ha
eanh tae RAT (trong dd cd 4.430 ha da dapc cdp
gia'y chQng nhan dii dieu kien an loan IhUe ph^m
trong san xuat rau); hudng dan, giam sat 18 vung
san xuat RAT theo VietGAP vdi tdng dien ttch tren
150 ha; san lupng dat 8.200 tan/ndm (tuong

duong 22,5 lan/ngay). Duy tri quan ly 11 nhdm san
xuat rau hQu cd (chu yeu d xa Thanh Xudn. huypn
Sde Son) vdi dien tieh 12 ha; dang chuye'n ddi mdt
vQng san xuat rau hQu cd quy md 6 ha. Toan
Thanh phocd 22 md hinh san xual gan vdi tidu ttiy
vdi tdng dien Uch 90 ha; trong dd mdt so md hinh
dat hipu qua cao va dang phdt trien tot nhU' md
hinh tai xd Van Ndi (Bdng Anh). xd LTnh Nam
(Thanh Tri), xa Giang Bidn (Long Bidn)(2).
Chinh vi vdy, bdi viet nay lam ro tlnh hinh tteu
thu rau ndi ehung va xu hudng eua ngudi tieu dQng
va phan tich cu the' cac yeu td anh hudng den
quyet djnh lya chon mdt hang rau cua ngudi tieu
dQng trdn dja ban Ha ndi, Mue tieu eu t h ^ eua bai
nghien cQu la (1) Um hie'u hanh vi eda ngudi tieu
dQng trong viec mua rau tgi Ha ndi; (2) anh hudng
cQa yeu td: thu nhdp, tudi. trinh do hpc van, mQc
dp Un tadng vao chat iQpng rau an loan va rau
thudng den vide lya ehpn rau an toan cua ngudi
lieu dQng tren dja bdn thanh phd ha ndi va (3) dd
xual giai phap nham phat trien thj trudng RAT ndi
chung va trdn dia ban Ha ndi ndi rieng.
2. Ljch sQ nghien cQu van de
De nghien cQu hanh vi cua ngudi tieu dung,
tdc gia Binh Thi Minh Hieu (2004) da "Nghien cQu
hanh vi ngudi tieu dung ddi vdi san phd'm ca trich
sdt ed cua cdng ly Vissan TP. Ho Chi Mmh" da lim
hie'u hanh vi eua ngudi tieu dung doi vdi nhan
hi$u ea trieh sot ca cua cdng ty Ihue pham Vissan
TP.HCM Irong sy so sanh ve sU Ua thich va sa

nhan biet vd san pham cua cdng ty vdi cac nhan
hipu cgnh tranh tren thj tradng; xdy dyng nhflng

2 vista.gov vrh KHCN va dja ptiuang
3 ajy&

dinh s6 2083/QD

So 8 0 / 2 0 1 5

UBND TP.HN

-khoa hoc
-^
~thi/(jng'mai 21


K m i TE VA QUAiV LY
djnh hadng chien luoc kinh doanh eho cdng ty
xudt theo hinh IhQc td/nhdm hop tac, cau lac bd
Ngoai ra trong nadc cung cd nhieu nghien cQu ve
hoac hdp tae xa.
thj Irudng rau an loan hien nay lgi Vipt Nam. Theo
Ohen (2014) trong bai vidt "Consumer
ket qua "Nghien cQu thi trudng rau an loan tren
Purchasing Behaviour for Fruits and Vegetables
dja ban thj xa Ben Tre" cua tae gia TrSn Ngoc
among Civil Servants in Essien Udim Local
Hue Thanh (2006) cho thay: nhQng mdt ton tai
Government Area, Akwa Ibom State, Nigeria" da

eCia thj trudng rau an toan tgi Th] xa Ben Tre hien
phdn tich cac yeu Id quyet dmh hanh vi mua sIm
nay nhu chat iupng san pham chua thuc sa dam
cua ngudi Ueu dung ddi vdt cac loai trai cay va rau
bao. Chung iogi thieu da dang, gia RAT tUdng doi
qua trong Essien Udim Chtnh quyen dja phUdng
cao, hd thdng phdn phoi cdn yeu kem. nhu cau sQ
Khu vyc trong Akwa Ibom State, Nigeria.Ket qua
dung RAT cua ngudi dan cdn han ehe do thieu
nghien cQu eh! ra rang tan suat mua hang thang
thdng tin. Di danh gid dupe cac yeu to anh hudng
eiia cdc logi trai cay va rau qua da dUdc xac d|nh
den viec liia chpn rau sgch cua ngudi Ueu dung,
mdt each dang ke' bdi thu nhgp hang thang trong
tae gia Nguyen Vdn Dy (2007) da nghien cQu
khi ede bien khac nhu tudi tac. gidi tfnh. Hnh trgng
"Xac d[nh nhflng nhan to cd anh hadng quan
hdn nhan va trinh dd hpc van khdng cd y nghTa
trpng den vide chpn lua rau sgch cua ngadi Udu
anh hudng tren tan suat mua hang Ihang.TQ do,
dung d TP. Hd Cht Minh" bang md hinh kinh te
bai viet khuyen nghj ndn chu trpng hdn vao vide
iupng. Kdt qua md hinh hoi quy nhQng nhdn Id tang thu nhap binh quan cQa ngudi cd thu nhap
anh hadng den vtec chpn laa rau saeh cQa ngQdi
thap va eung tdp tmng nhieu hdn vao viec tang
tieu dung chi ra rang cac yeu to: sy hieu biet, thu
san xuat trong nude cua cae mat hang thyc pham,
nhap, nhan hidu cQa san pham, hd thong phdn
3. PhUdng phap nghidn cQu
phdi rau sgch ed anh hudng den vide chon lUa rau

3.1. Cich tiep cpn nghien cOu
saeh Clia ngudi tieu dung. Yeu Id ve gia khdng cd
Bai nghien cQu dUpc Uen hanh Iheo each tiep
anh hudng. Cung theo tae gia Nguyen Van Thudn
cdn hanh vi mua eua ngudi Ueu dung, Cd nhieu
va Vd Thanh Danh trong nghien cQu "Phdn ttch
thuyet khae nhau de' Yj giai hanh vi mua eua ngUdi
cae ydu td anh hudng hanh vi tieu dung rau an
tieu dung. Mot U"ong nhQng ly thuyet dupc dung de
loan tai Ihanh phd Can Thd" thi rau an loan dupc
giai thfeh hanh vi mua la l^* ttiuyet ddng thai cua
cung cap ehu yeu trong he thong sidu thj. Phan
Maslow (1943), theo thuyet Maslow thi nhQng doi
ldn ngudi tieu dung rau an loan cd fhu nhgp tUOng
hdi cQa eon ngudi dupe xep Iheo he thdng cdp bgc,
ddi cao. Cd ba yeu td anh hudng den tidu diing
tQ nhQng thdi Ihuc nhieu den nhQng thdi thiic tt hdn.
rau an toan. dd la: khoang each
mua hang. Idng Un cua khach
hang, va ttnh san cd cua san
pham. Qi phat trien nganh rau an
toan tai TP. Can Tho. eae giai phap
dupc de xuat: phat trien them di^m
ban hang, da dang hda hd thdng
phan phdi nham tao su thuan Udn
hon cho ngUdi tieu dung trong viec
^wra
mua hang, cac nhd phan phoi va
Nhu ''Su i^ pn tnqn
nha san xuat nen ket hdp xdy dung

nhan hieu/thudng hieu cho san
Nhu cSu ve sinhJv
pham nham lang Idng Un cQa
Nguon. Maslow, AH (1943)
khach hang, va td ehQe lai san
Hinh 1 •' ^hap nhu cau Maslow

khoa hp:
22 thifdng m a l '


KESH l € VA QUAHT L Y
Trudc Uen con ngudi sd co gang thda man nhu
eau quan trpng nhal. Khi eon ngudi thanh edng
trong vide thda man nhQng nhu cSu quan trong thi
ddi hdi dd se khdng cdn Id nhdn Id tac ddng vdi hp
trong thdi gian ay va ngudi ay se bj tae ddng bdi
ddi hoi rat quan trpng ke tiep.
Trong qua trinh quyet djnh mua cua ngudi tteu
ddng Ihudng trai qua 5 giai doan. mdl giai doan
ddu ed mdt tac ddng nh^l djnh va ed nhQng ydu to
anh hudng len tQng giai doan dd. Dapc the hidn
nhu sau: (Hinh 2)

Ngudn- [2]
Hinh 2: Qui trinh thdng qua quydt dmh mua
cua ngudi tiSu dung
Theo Philip KoUer (1967): hanh vi eQa ngudi
mua ch|u anh hudng cua bon yeu t d chQ yeu: van
hda, xa hdi, ca nhdn va tam ly. Tat ca nhQng yeu

to nay deu cho la nhOng cdn cQ de biet each tiep
cdn va phyc vy ngudi mua mdt each hipu qua hdn.

Nhu vdy, qua trinh quyet dmh mua hang trudc
het la ngudi Ueu dQng ed dupc y thQc va nhu eau
tieu dung san pham, Ke de'n hp se tim kiem thdng
tin dai ehung, tim hieu qua ban be, ddng nghipp
da tQng sQ dyng san pham dang de cap. quang
edo eua nha san xuat. Qua qua trinh nhdn thdng
tin, hp cd the' biet dupe nhieu san pham cung logi
ed the dap Qng nhu eau eua hp va chung cd nhQng
ddc diem khac nhau ve chat tupng, gid ca, phUdng
thQc mua ban. Budc tiep theo la dua ra nhQng
phuong an tieu dQng khae nhau va tien hdnh danh
gid loi tch eua vide sQ dyng tQng loai
san pham. Cac tidu ehud'n dUOc danh
gid bao gom: gia ca, thdi gian sQ dung,
Unh tien Ipi, kha nang tai chlnh cua
ngudi mua. Sau khi danh gia, ngUdi tieu
dung se dua ra quyet djnh mua sam
mpt trong nhQng iogi san pha'm se
mang lgi eho hp Ipi fch cao nhat. Tuy
nhidn, qua trinh mua hang khdng cham
dQl tgi day, ma bao gid ngudi Ueu dung
hing
sau khi quyet djnh mua sam mpt san
phd'm nao dd cung cd nhflng nhu cau
hdu mai doi vdl ngudi ban, Trong qua trinh mua
hdng ndy, cdc ca nhan mua hang trong xd hpi se
ehiu anh hudng cua mpi logt cdc yeu td bao gdm

ca nhflng yeu t d ve the chd xa hdi lan lam li* va
ddc diem thd' chat rieng cd eua tQng ngudi. Trong

Van hoa
•N^ivTSHianli
\'an hda
• Tang idp
xa hpi

Xahdi
*Nhdm tliam
kliao
* Gin dinli

Cit nlinn
*Tiidi

Tam ly

* Ngha

*Dpng CO

* Hoan canh

• Nlian thuc

Ngirdi
mua

kinli te

* Hieu biet

Hinh 3-' M6 hinh cac yeu tSanh hudng 6en hanh vi ti^u dung cua Kotler (1967)

So 8 0 / 2 0 1 b

JUm hpc
thng mal 23


l U M I TC VA ^VAX LY
bai viet nay chung tdi se eo gang kiem dmh cac
yeu tott-entt-ongqua Wnh chpn lUa RAT cua ngUdi
dan tren dja bdn Ha Ndi.

hda cac sd lieu bSng md hinh cu t h ^ vdi sy hd'trp
cua phan mem eview 3.0.
Ham tuyen tlnh cd dang:

T Y L E R A T = fifrUOI, TDHV, TNHAP, MUCDOTT. GIACLECH)
TYLERAT = p i + paTUOl + P3TDHV + P4TNHAP -•• P5MUCDOTT + peGlACLECH + U
3.2. PhUdng phap thu tfi#p sollpu
Sd lidu sd cap chu yeu phyc vu eho edng tde
nghien cQu hanh vi eua ngudi tieu dung. Hinh thQc
thu thdp s d lieu sd cap Id phong van tnic tiep,
chpn ma'u ngau nhien nhflng ngudi lieu dung dang
sQ dung RAT tgi cac sieu tfij Fivimart. Ocean Mart,
Lotte mart... va eac cQa hang RAT de phdng van

theo phieu thdm dd vdi s d ma'u la 60 mau.

Trong dd:
U: sai sd ngS'u nhidn
P2..-P6: La cac hd s d gdc Qng vdi ede bien
IUdng Qng tud'l, trinh dd hpc van, Uiu nh$p, mQc dp
Un tudng cua ngudi Udu dung va sy chenh l$ch ve
gia glQa RAT vd rau thudng.
Bien phy thupc ia TYLERAT

Bang 1 ; Glii thleh cie bidn dpe tap cua md hinh

Kj- vpng

TSn bie'n
1. Bien phu thuoc
Ty 1$ RAT trong tdng Mang rau ma ngUBi tieu dOng mua

(+)

(TYLERAT)
2. Bi6'n dac ISp
Tudi cua ngir&i tifiu dDng tnic tiep mua rau (TUOI)

(+)

Trinh d6 hoc van cua ngirdi tieu d&ng tnTc tid'p mua rau (TDHV)

(+)

Thu nhap trung btah/thSng cua NTD (TNHAP)

C+)

MlJc do tin n/6ng cfia nglTcfi tieu diing vko cha't ll/dng rau an toan

(+)

hi$n nay tren thi tnTflng (MUCDOTT)
MiJc chenh lech gid giifa gia RAT va gia rau thifdng m& ngtfdi tieu

(+)

dOng chap nh3n mua (GIACLECH)
Thu thgp so lieu thQ cap: eae so lieu thdng ke,
Sd Ndng nghidp vd Phat trien ndng thdn, cQa hang
RAT, sidu thj... Thu thap s d lieu ttiQ cap tQ nien
giam thong kd, mgng Intemet, cae de lai nghidn
cQu trude cd lien quan.
3.3. Phuang phap phan tfch
I

Bai nghien cQu cd sQ dyng phuong phap phdn
Ueh hdi quy bang ham so dgng tuyen linh. Bay la
I phuong phap ldp mpt ham quan hd gifla cac bien
I khi biet dupe gia tn lUdng Qng cua chung. Lupng

I
khoa hgc
•24 Ihifdngmai

^^^^^^^^^^^^^^^^^^^

4. Phan tfch ket qua hdi quy
Nghien cQu lien hanh hdi quy theo phuong
phap OLS thu dupe ket qua nhu sau:
Qua ket qua phdn Uch Eviews ta cd ham hdi quy.
TYLERAT = -68.48335 + 0.674269*TUOl +
3,543056-TDHV
+
3.274579'TNHAP
+
0.623918*MUCDOTT+1.979743*G1ACLECH.
Tnidc khi bude vdo giai thfch va phdn Uch tn6
hinh ta phai kiem dinh lai cac gia thuyet cua mfi
hinh. Dd la cdc gia ttiuyet ma ta da ddt ra cho mo


Kma T € VA Qulaf LY
Bang 2 ; Kdt qui ude lupng h6l quy him ty le RAT

Cac bi^n so

He saTifdc IrfQfng

TUOI
TDHV
TNHAP
MUCDOTT
GIACLECH

0.674269
3.543056
3.274579
0.623918
1.979743
-68.48335

C

Tri sot

Xac sua't

2.580719
2.562916
1.897174
5.376255
0.785409
-3.440108

0.0126*
0.0134*
0.0631**
0.0000*
0.4379''*
0.0015

Ngudn: Ket qui chay Eview
Ghi chu:

' : ed y nghTa d mQc y nghTa ban dau Id 5 %
" : cd •^ nghTa d mQc y nghTa ban dau la 10 %
'^'^i khdng ed y nghTa
hinh d ^ ddm bao eho md hinh md l ^ mdl each
thue tieh hdn va vide phan tfch dupe chfnh xac
hpn. Neu md hinh vi pham mdt Irong cac gta
ttiuyet ddt ra lam sai Idch vdi thye te va nghiem
trpng hdn la khdng cdn phQ hpp vdi ly thuyet kinh
td. Kie'm d[nh md hinh dapc t h ^ hidn d bang 3.

Y nghTa phUdng
trlnh hdi quy
Ket qua md hinh
hdi quy cho R^ =
0,678951 la he sd
xac dmh, dieu dd cd
y nghTa la md hinh
nay giai thfeh dupc
67.8951% bidn ty Id
RAT phu thude vao
eac bien tud'i, thu
nhdp, trinh dd hpe
van,
mQc dd tin
tudng cua ngudi lidu
dung ddi vdi chat
lupng RAT vd mQc
gta ehenh leeh giQa
gia RAT vd gia rau

thudng ma ngudi Ueu dung chdp nhdn, dupe trinh
bay cy t h ^ d phan liep theo.
Nhin vao md hinh la thay dau cua P2, Pa. P4, Ps,
Pe deu dung nhu ky vong, nghTa la cac bidn ddc
ldp ddu tJ Id thudn vdi bidn phu thudc: p2 =

Bang 3 ; Kidm dmh gli thuydt vd eie he sdhdl quy neng

Cac bi^'n giai
thfch
Hang sd
TUOI
TDHV
TNHAP
MUCDOTT
GIACLECH

H?s6'a
68.48335
0.674269
3.543056
3.274579
0.623918
1,979743

Gia tri t
-3.440108
2.580719
2.562916
1.897174

5.376255
0.785409

"•value

0.0015
0.0126
0.0134
0.0631
0.0000
0.4379

Quye't dfnh
Bac bfi H|,
Bac bo Ho
Bac bo Ho
Bac bo Ho
Bic bo Ho
ChUa CO cd sci
bac bo Ho

Ngudn: Kdt qui chay Eview
Qua bang 3 la thd'y cd bidn mQc gia chdnh lech
giQa gia RAT vd gid rau thudng id chap nhdn giS
ttiuyet Ho vdi mQc y nghTa a = 10%, nghTa la bi^n
ndy khdng cd tac ddng hay khdng giai thich dupe
cho bi^n phy Ihudc vdi mde y nghTa ndy

0.674269 cho thay rang khi tudi lang len 1 dpn vj
(tudi) thi tJ id f ^ T tang trung binh 0.674269%, khi

eac yeu td khdc khdng dd'i.
Pa = 3.543056 eho thay trinh dd hoc van anh
hudng ldn den ty le RAT. Khi trinh do hpc van cua
ngudi tteu dung tang len 1 ddn Vj (ldp) thi ly lp RAT

lihna hnr
^^
thifdng'mai 25


liLVH TE VA QVAIV LY
tang ttxing binh len 3.543056%, khi cac yeu td
khde khdng doi.
p4 = 3.274579 eho ttiay rang vdi mQc y nghTa
10% thi thu nhdp cd anh hadng den ty id RAT md
ngudi Udu dung mua. Khi thu nhgp tdng len 1 don
Vj (tridu ddng) ttii ty lp RAT se tang trung binh ldn
la 3.274579%.
Ps = 0.623918 eho ttiay mQc dp Un ttidng eiia
ngudi tteu dung doi vdi chdt IUdng RAT hidn nay
tren thi Irudng cd anh hudng den ty le RAT hp se
mua. Khi mQc dd Un ludng cua ngudi lieu dung
tang len 1 % Ihi ty le RAT tdng tmng binh thdm
0.623918%, khi cac yeu to khae khdng dot.
p5 = 1.979743 cd thdng kd tSTAT5 = 0.786409.
Theo ket qua hdi qui d phy luc 2 chl ra rang mQc
gia chdnh Idch giQa gia F^T va gia rau thadng thi
khdng cd y nghTa trong md hinh ndy.
5. Nguyen nhan va glai phap phat trien rau
an loan

5.1. Nguyen nhan
Trong nhQng nam gdn day, linh trang ngp dpc
thyc pham ngay eang gia tdng va dang dupe dd
cap den nhu mdt mdi nguy hie'm de dpa true tie'p
den sQc khde cpng ddng. SQ dyng RAT chtnh la
gial phap lot nhal de han ehe tinh trang trdn. T h ^
nhung. thj trudng RAT hipn nay cdn nhieu bat cap
va ehua phat trie'n mgnh, ty Id RAT ma ngudi tteu
dung sQ dyng trong bOa an hang ngay ehUa eao.
Qua thuc le dieu tra ngudi Ueu dung va tim hieu ve
thj tmdng RAT. cd nhQng nguydn nhdn dan den
tinh trang tren nhu sau:
(1) Nguyen nhan IhQ nha't la san xuat RAT phai
ddu tu eao, ndng sual Igi th&p hon so vdi san xu^t
rau Ihudng nen gia eao hdn rau Ihudng (gap 1.52,5 Idn). Nhung vi Ipi Ich tn/dc mat. khdng it cd sd
sSn xuat va kinh doanh da vi pham qua trinh san
xuat, danh IQa ngadi tteu dung. Kdl qua Id ngadi
tieu dung chju thiet,Uen Ih^t mua cua gia dan den
hoai nghi ve chat iupng RAT. Hien nay. ngudi tieu
dung ed nhu cau rat Idn ve RAT va san sang tra
gid eao hon de ed san pham nay nhung hp bdn
khodn bdi khdng the phan bi^t dau la RAT dau Id
rau thadng ndn dan den tdm ly ludng iu, khdng
that sy ttn tudng vao RAT.

khoa hoc .
26 thifdng m a t '

(2) NhQng ngudi biet tlnh trang d nhiem tren
rau tim den noi bdn RAT. Do vide quan ly khdng tdt

ndn nhieu ndi kinh doanh Ira trdn rau ttiudng vao
RAT hoac ban " f ^ T " khdng dam bao chat lapng
gdy mat Idng ttn khach hang.
(3) Do nhan thQc cua ngudi tieu dung chua
cao. Da s d ngudi tteu dung v^n chua nhgn thQc
dupc lam quan trpng ve vd sinh an loan thyc
ph^m. Nhieu ngUdi mua ehi do ldm ly hieu ky.
chua man ma vdi RAT. Tuy ho khdng thich rau
khdng an loan nhUng khi dung hang ngay van thay
blnh Ihudng nen nhu cau ve RAT trd nen khdng
that sy can thiet, hp chua Ihuc su lo lang cho silc
khde vl chat dde chua bde phat ngay lgp tdc.
(4) d Ha Ndi cd khoang 40% lupng rau phai
nhdp tQ cae tinh lan cgn. do dd vide quan ly lupng
rau nay gdp nhieu khd khdn. Viee phan phot va
Ueu thu RAT qua nhieu khdu nen ed chi phi luu
thdng Idn. ty le hao hut nhieu. Do dd, RAT cd chi
phi cao dan den gia cao.
(5) He thong phdn phoi RAT edn han che, RAT
chii yeu dupc ban tai eQa hang chuyen kinh doanh
RAT hode hd thong sieu th| nen ngudi tidu dung 6
mdt sd ndi khd Udp edn cung nhu khdng thudn ti^n
khi mudn mua RAT. Gia RAT mac hdn so vdi rau
thudng ban d cho, hOn nQa muon mua phai tdi cila
hang nen mat thdi gian, dan den ngudi tieu dung
ed ldm ly nggi di mua RAT.
5.2. Giii phap
Trude nhQng nguyen nhdn tren, de' phat trien
thj IrUdng rau an toan thi edn thiet cd nhQng giSi
phap nham nang cao nhdn IhQc cua ngUdi tieu

dQng ve RAT. Bdn canh do, edn gidm gia thanh v l
xay dung he thdng phan phdi hpp ly de' ngUdi tiSu
ddng cd the tiep can va ed kha ndng mua RPJ
nhieu hdn. Va quan trpng hdn het la xay dyng va
eung ed niem ttn cua ngudi tieu dQng ddi vdi m3l
hang RAT. Mot s d giai phap cd the ke den nhU:
Tuyen truyen phd bidn nhOng kien thOc vd fW
cho ngudi tlSu dung. Cic chQOng trinh tuyen.
truydn phai dupc thyc hidn trong thdi gian dai vdl
nhflng chinh sach ddng bd, nhQng chuong tt'lnh
phu hpp nhu la chUPng trinh ti vt. quang cao....

So 80/2015


msH T6 VA QUA]V LY
Clam gli thinh RAT nhu. xdy dung hd thdng
phan phdi tnjc Uep IQ ngudi s^n xual den ngudi
tidu dung; nha nUdc hd'trp von uu ddi, hd'trp cung
cap Qng dyng khoa hoe ky thudt eho nhflng vQng
trdng RAT nhSm giam ehi phf, tang hieu qua san
xuat va chdt lupng, IQ dd tang kha nang canh
tranh ve gla.
Quan ly sin xudt vi phin phdi vi luu thdng
RAT. dao tgo nguon nhdn lyc du nang lpc de
kiem tra chdt lUpng RAT. tang cUdng ki^m soat
chdt lupng rau qua trong san xudt va tren thj
trudng. Xay dung chfnh sach phu hop trong
quSn ly va trang b| nhflng cdng cy. phuong phap
kiem tra nhanh de kiem soat trong luu thdng.

CQng c d mgng ludi ban RAT thdng qua sieu thj,
cQa hdng ehuyen kinh doanh RAT Vi ddy Id
nhQng he thdng phan phoi phan nao da cd sy tin
tudng cua ngUdi tidu dQng. Md rpng kenh phdn
phdi, tao lhu#n ldi cho ngudi Udu dung. Xdy
dyng hd thdng phdn phdi RAT d chp nham Igo
dieu kien Ihu^n ldi cho ngUdi tidu dung Uep can
de'dang vdi ngudn eung RAT,
Xiy dung thuang hipu, cung co niem tin cua
ngudi Ueu dung: RAT phai ed nhan mac. bao bi
theo quy djnh,...
6. K i t lu$n
Qua sdlidu didu tra. long hpp va phan Uch 60
md'u ngudi Udu dQng d TP. Ha Ndi cd the' rut ra mdt
so ket ludn vd cae yeu Id anh hudng ddn hdnh vi
cQa ngudi tieu dQng ve rau an toan nhu sau:
Ty lp mua RAT lgi Hd Ndi chju anh hudng cQa
eae ydu td nha: tudi, thu nhap, trinh dp hpe van.
mQc dd thdng tin eua ngUdi tidu dung ve chdt
lupng RAJ tren th| trudng. Yeu to ve mQc chenh
ipch gia giQa gia RAT va gid rau thudng ma ngudi
tidu dQng chap nhgn mua khdng anh hudng ldi ty
1$ mua RAT trong md hinh nay.
Nhu vay. de* phdt trien thj trudng RAT can phd
bidn sdu. rdng thdng tin eho ngudi Ueu dQng hi^u
ve fch ldi cua vipe sQ dung RAT. Nang cao chat
lupng san ph^m, xay dyng thupng hieu nhhm tao
Idng ttn eho ngudi tidu dQng. Ben canh dd, md
rpng mang ludi tieu thy RAT. Cae cP quan ehQe
nang can ed nhQng giai phap hi$u qua nham quan

So 80/201E>

ly RAT IQ khdu san xual, phan phoi den luu thdng
nham dam bao chat iupng RAT. •
Tai lieu tham khao:
1. Tran Doan Dung (2004). 77e'p thj ca bin,
Tmdng DH Kinh Te TRHCM.
2. Quyet djnh sd 67 - 1998/QD - BNN - KHCN.
3. Nguyen \ ^ n Thudn va Vo Thanh Danh.
Phin ti'ch cic yeu tdinh hudng hinh vi tieu dOng
rau an toin tai thinh phd Can Tha.
4. Ohen (2014). Consumer
Purchasing
Behaviour for Fruits and Vegetables among Civil
Servants In Essien Udim Local Government Area,
Akwa
Ibom
Slate,
Nigeria.URL: http ://iiste.org/Journais/index,php/FS
QM/article/viewFile/10473/10981
5. Maslow. AH (1943), A Theory of Human
Motivation, Psychological Review, 50(4), 96-370.
Summary
The article looks into the situaUon of vegetable
consumption in general, the trends of consumption and factors affecting consumption of this stuff
in Hanoi. Using econometrics and Eview 7 tool,
the author draws up the model of affecttng factors
to the choice of safe vegetables by consumers via
primary data collected from some supermarkets

and wholesale markets in Hanoi. Research findings reveal that consumers with higher qualificattons and income tend lo buy safe vegetables
more. Factors such as age and confidence in vegetable quality also affect their choice. The discrepancy in vegetable prices does not show any effect
in this model. Based on these findings, the article
makes some recommendations to raise the
awareness and develop the market for safe vegetables in Hanoi

_khoa hpc
"thifdng mat

27