Sự hoài nghi tuyên bố tốt cho sức khỏe ở người tiêu dùng trong ngành thực phẩm: Các tiền tố và hệ quả

Sinh Nguyễn Hoàng; Cường Luân Phúc; Thăng Phùng Quốc

doi:10.24311/jabes/2020.31.12.3

Các tác giả

Nguyễn Hoàng Sinh Trường Đại học Mở TP. Hồ Chí Minh Tác giả
Luân Phúc Cường Trường Đại học Mở TP. Hồ Chí Minh Tác giả
Phùng Quốc Thăng Trường Đại học Mở TP. Hồ Chí Minh Tác giả

DOI:

https://doi.org/10.24311/jabes/2020.31.12.3

Từ khóa:

Sự hoài nghi, Tuyên bố tốt cho sức khỏe, Hành vi người tiêu dùng, Thực phẩm

Tóm tắt

Tuyên bố tốt cho sức khỏe đóng vai trò cầu nối quan trọng giữa người tiêu dùng và nhà sản xuất. Tuy vậy, đặc tính tín nhiệm của dạng tuyên bố này khiến người tiêu dùng nhìn nhận với sự hoài nghi nhất định. Mục tiêu của nghiên cứu này nhằm xác định và đo lường các tiền tố tác động đến sự hoài nghi đối với tuyên bố tốt cho sức khỏe ảnh hưởng hành vi người tiêu dùng trong ngành thực phẩm. Nghiên cứu khảo sát trực tuyến 512 người tiêu dùng Việt Nam thông qua phương pháp phân tích cấu trúc tuyến tính (SEM), kết quả cho thấy sự hoài nghi tuyên bố tốt cho sức khỏe chịu tác động từ bốn tiền tố của mô hình nghiên cứu, trong đó, hai nhân tố thuộc đặc điểm tính cách là tính đa nghi và lòng tự trọng tiêu cực, hai nhân tố thuộc yếu tố tình huống là nhận thức an toàn thực phẩm và kiến thức thị trường. Mặc dù vậy, khác với kỳ vọng ban đầu, dữ liệu thống kê cho thấy kiến thức thị trường có tác động tiêu cực đến sự hoài nghi. Ngoài ra, ảnh hưởng của lòng tự trọng tích cực là không đáng kể. Kết quả cũng cho thấy mối quan hệ giữa sự hoài nghi và hành vi người tiêu dùng có sự liên kết.

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