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Môn: Phương pháp nghiên cứu (123456)
Trường: Đại học Ngoại ngữ - Tin học Thành phố Hồ Chí Minh
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Phương pháp nghiên cứu (123456)
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Đại học Ngoại ngữ - Tin học Thành phố Hồ Chí Minh
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23:42 9/8/24
Abstract - nghiên cứu khoa học ABSTRACT
In the context of food safety and hygiene being human’s main concerns, organic food
has appeared and gradually becomes a source of consumption in the market.
Consequently, this research explores how organic products affect customer intention in
purchasing behaviour. With the framework of RAA, this paper aims at understanding
the difference between customer attitudes and behavioural intention to purchase
organic food goods is a key function of product specific information (labelling). Our
group did a survey of 102 responses from Ho Chi Minh City, Vietnam analysis by
applying structural equation modelling that discovered that labelling is crucial for
impacting behavioural intention within the RAA's perceived behavioural control
component, as well as directly on attitudes, subjective norms, in influencing behavioural intention.
Keyword: organic food, customer behavioural, intention. about:blank 1/27 23:42 9/8/24
Abstract - nghiên cứu khoa học CHAPTER 1: INTRODUCTION
1.1. Background of study
In this day and age, most people gradually tend to consider towards the healthy
lifestyle and concern among consumers over how their spending decisions affect the
planet's and their own long-term well-being is on the rise. (Carrington et al., 2014;
Kollmuss & Agyeman, 2002 stated organic food as food produced without the use of
antibiotics, inorganic fertilizers, herbicides, pesticides, or growth hormones. The term
"organic food" is defined in a variety of ways by different sources, although almost all
definitions are based on factors like safety, nutrition, criticality, and naturalness.
Organic food is gaining popularity in both developed and developing countries. The
use of organic products is expanding as customers become more aware of what they
put in their bodies and what the effects of their decision on the environment and
society as a whole. As a result, the organic food business is growing remarkably in
industrialized economies. In the middle of 2004 to 2012 in Europe, the value of the
organic food market witnessed an increase significantly more than doubling in size to
hit an astounding number of 22.8 billion EUR(Bryła, 2016). Globally, the proportion of
the organic food market has steadily risen (Yang et al., 2023a); Moreover, a survey
illustrates that 80% of the world’s production was gathered in developing nations, with
Asia having the biggest proportion of organic food crops and coming in third in terms
of worldwide sales (Yang et al., 2023).
Continuing from this organic trend, as regards the elements that influence consumers'
intentions and behaviors, those reports have drawn appropriate conclusions. Although
the proportion of organic products has risen in food markets, there are still few
consumers who get their expectations of the products. Some factors, which are prices,
availability, and so on, are the main parts in stopping customers from buying organic
foods, but other barriers are also noticeable, involving neglecting information, lack of
trust in what the manufacturer claims, or confusion about what their choices impact on
environmental concern. According to Rana & Paul, (2017) research assessment, they
emphasised that health consciousness and environmental concern are the precise
qualities and variables that have the greatest influence on people's attitudes toward and about:blank 2/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
purchases of organic food. The conclusions of Bryła, (2016)in Poland argue that Polish
people are persuaded that organic items are more expensive, better for their well-
being, better for the conscious environment, more delicious, and more real than
conventional food. In the theory of Reasoned Action Approach (RAA), Fishbein &
Ajzen (2010) claimed that consumer’s attitudes, subjective norms, and perceived
behavioural control (PBC) are all factors that affect consumers' intents to purchase goods and services. 1.2. Research gap
In fact, these studies in Section 1.1 which make the connection role of organic labels
clear in the engagement of customer purchasing, particularly in Ho Chi Minh City,
Viet Nam. In addition, those previous researches had methodology techniques
outdated, lacking in sampling, qualitative and some information in these issues.
1.3. Research objectives
The study evaluated the influences of organic foods label on consumer’s intention. In
particular, the purpose of this paper is to explore and analyse which factors impact
customers’ behaviour toward organic food labels, the effect of organic food labelling
on customers’ behaviour intention 1.4. Research question
The study attempts to answer three major research questions: (1) What are the effect of
organic food labels influenced on consumers’ intention? (2) How the factors effect on
consumers’ behavioural intention towards organic food labelling? 1.5. Scope of study
People of all ages, living in Ho Chi Minh city have different gender, age group, income and education level.
CHAPTER 2: LITERATURE REVIEW 2.1. Theoretical basis
2.1.1. The labelling of organic foods about:blank 3/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
Organic foods refers to a bioproduct, in this term of use as the raw ingredients in the
manufacturing of organic food, is marked as organic, followed by the word "bio", an
identification code from the oversight organization CZ KEZ, and visual symbols.
Thus, only crops or animal products for whom the inspection authority has given a
certificate of origin may be marked (Moudrý & Prugar, 2002).
Because the demand for sustainable products has gradually increased, many
companies or organizations have been encouraged green marketing strategies and
released environmental ways of production (Cronin et al., 2011). The “organic label”
announces a company's involvement in production that is environmentally conscious
and sticks to products. The major goal of doing this is to give customers essential
information about specific items as well as support them know more about production
processes and their effects on the environment. Additionally, once consumers begin to
respect these brands, they also tend to accept greater prices (Bruce & Laroiya, 2007).
With recent news, there is a tendency on climate change, global warming on the world,
so it has happened that humans pay more attention to the value of the ecolabel efforts
to help achieve a lastingly sustainable lifestyle (Horne, 2009).
Additionally, nowadays, Consumers consider information’s products, and become
smarter. They often read the ingredient, packaging, expiry date as well as labels when
shopping. Besides that, these labels or certification of organic products which also help
branding awareness go up. Some writers revealed that ecolabelling encourages
businesses in enhancing their competitive position, reputation, access to new markets,
market share, and other financial advantages (Fuerst & McAllister, 2011; Tzilivakis et al.,
2012). On the other hand, they also need to concentrate on emphasizing accurate
content that their product is environmentally friendly because all ecolabels are not
completely successful. With the information provided above, it is clear that ecolabels
are a useful tool for traders that help them convey their efforts to clients and
distinguish what they offer from other products on the market (Horne, 2009).
There are numerous ways to designate products, from the environmental tag to the
private label. If the buyer believes the product to be superior to one marked just by the
company's logo, then the combination of community logos and any other public or
private organic branding is preferable. The number of labels emphasizing such eco about:blank 4/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
information about the product is anticipated to rise in the future (Sebastian ATĂNĂSOAIE Student, n.d.).
2.1.2. The demand of sustainable consumption
Recently, sustainable consumption emerged, which was believed to be a solution for
overloading spending. It can make a feeling of safety for people while the process of
growing and cultivation of food products is gradually contaminated by chemicals,
fertilisers, unsafe techniques and so on. Clearly, there is a range of scientific research,
and a lot of social commentary, which proposes that recently the manner of production
and consumption has been unsustainable rate. If they are not motivated, it will lead to
negative effects which would not be changed toward social welfare in the future.
(Agency, 2010; Assembly, 2000; Kemper & Ballantine, 2019; Pollard et al., 2010). However,
while encouraging individuals to adopt more sustainable patterns of consumption
behaviour has generally been successful (Hughner et al., 2007; Young et al., 2010), it is
far more difficult to get (Babcock, 2009). Consumers are empowered to act in
accordance with their attitudes toward and knowledge of sustainable consumption
when they have the freedom of choice and the right to information. Information is
essential to rational consumer decision-making models because it allows consumers to
assess the effects of the decisions they make. In the context of organic food, the
proportion in these products has risen because people are concerned about their health
and nutrient value in daily meals, and also the impact on the environment.
In order to understand consumers' purchase intentions for organic food products,”the
Reasoned Action Approach (RAA),”formerly the Theory of Planned Behaviour
(TPB;Fishbein & Ajzen, 2010) has been used. The findings indicate which factors of
organic food influence consumers' behavioural intentions to purchase these products.
(Carrington et al., 2010, 2014b; Padel & Foster, 2005a). Furthermore, labeling has been
identified in research as a perceived barrier to buying organic foods (Carrington et al.,
2010; Do, 2015), and research has attempted to understand the issue with current
labeling practices as well as how labeling could be improved to boost purchasing rates
(Do, 2015; Henryks & Pearson, 2010). But the RAA has taken advantage to understand
how elements affect consumers’ intention through labelling organic food. about:blank 5/27 23:42 9/8/24
Abstract - nghiên cứu khoa học 2.2. Relevant theories
2.2.1. Theory of reasoned action
Theory of reasoned action was created in 1967 by Ajzen and Fishbein, and it has
transformation additional study and modifications in the 1970s.
The most direct source of behaviour is behavioural intention (what one intends to do or
not do). Behavioural intention is influenced by two elements which are attitude (one's
evaluation of the activity) and subjective norm (one's evaluation of what essential
others think one should do), neither of which may be the most important predictor of any specific behavior.
A person's behavioral belief about the possibility of certain consequences and
evaluations of how favorable or unfavorable those consequences may be. They have
an impact on their attitude. One's impressions of what certain significant individuals
think they should do and how motivated they are to follow those significant others'
beliefs both affect subjective norms.
2.2.2. The Reasoned Action Approach (RAA)
An extensively used framework for the investigation of volitional behaviours is the
reasoned action approach. According to the RAA, intention is the best predictor of
behaviour, and intention is influenced by three variables: an individual's attitude
toward a behaviour, subjective norms, and their perception of their level of
behavioural control. (Ajzen, 1991; Fishbein & Ajzen, 2010).
Here, attitude refers to whether a person has a favourable or unfavourable opinion on a
particular behaviour; Perceived behavioural control is defined as the individual's
assessment of the ease or difficulty of executing the behaviour. Subjective norm refers
to the individual's sense of the social influences or pressure to complete or not execute
the behaviour. (Fishbein & Ajzen, 2010)
In order to understand consumers' purchase intentions for organic food products,
the“Reasoned Action Approach (RAA),”previously known as the Theory of Planned
Behaviour (TPB; Fishbein & Ajzen, 2010), has been used. The findings explore a
difference between consumers' attitudes and behavioural intentions to purchase these
products. (Padel & Foster, 2005a; Carrington et al., 2014b, 2014a). Additionally, research
has attempted to investigate the issue with present labelling procedures (Carrington et about:blank 6/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
al., 2010) and how labelling could be modified to increase purchasing rates after
identifying labelling as a perceived barrier to purchasing organic foods (Do, 2015;
Henryks & Pearson, 2010). But an issue that needs more research is how to use the RAA
to comprehend the function that labelling plays in the discrepancy between attitude and behavioural intention.
2.3. Proposed research model 2.3.1 Research model
Actionable knowledge, perceived behaviour control, attitude, subjective norms,
intention, purchasing behaviour are several of our team’s 6 recommended factors that
influence customers’ intention in buying organic food products. The independent,
dependent, mediating and Sign Reference source moderating variables Actionable knowledge AK Fishbein & Ajzen, 2010 Perceived behaviour control PBC
(Ajzen, 1991; Fishbein & Ajzen, 2010)
Magnusson et al., 2001; Tregear et al., 1994; Attitude A Zanoli & Naspetti, 2002
(Al-Swidi et al., 2014; Chen, 2007; Subjective norms SN
Tarkiainen & Sundqvist, 2005)
(Padel & Foster, 2005b; Yadav & Pathak, Intention I 2016a, 2016b) Purchasing behaviour PB (R. Aitken et al., 2020) 2.3.2. Research hypothesis
Our group proposed research hypotheses to demonstrate the connection between
social customer engagement, brand loyalty, and artificial intelligence by relying on
evidence from other studies in this field about:blank 7/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
Actionable knowledge: is a term which explains that actionable knowledge draws the
impact that connects knowledge and action, theory and practice (Antonacopoulou,
2009). They have combined directly theory and practice together. When discussing
food labeling, the term "actionable knowledge" relates to the comprehension and
practical use of knowledge related to food product labeling. It entails becoming
knowledgeable about the many elements and details present on food labels and
applying that knowledge to behave appropriately. In accordance with, Aitken et al.,
2017 stated that actionable knowledge is the thing that consumers use their knowledge
to make decisions, whether it has advantage for the environment or personal. It is
necessary to stimulate the actual behavior because customers should know about the
effect of their choice (A. Aitken et al., 2017; Angela et al., 1997; Carrington et al., 2010;
Vermeir & Verbeke, 2006). As regards buying organic products, providing consumers all
the information or the main part in purchasing, can support level up individual
relevance and essential of the decision, so it increases the proportion of purchase
intentions(Vermeir & Verbeke, 2006). As a result, actionable knowledge, similarly with
having knowledge of the issues that is necessary to raise perceived behavioural control
and action the desired behaviour (Tanner & Wölfing Kast, 2003)
Perceived behaviour control: According Ajzen (1991), the element of (perceived)
behavioural control, which was represented by the concept of planned behavior, is
known as perceived behavioral control (PBC). In particular, PBC specifically states
that the perception of controllability toward doing a behavior will affect the chance of
successful behavioral performance (Armitage & Conner, 1999). Higher self-efficacy
levels influence consumer intention favourably by fostering self-assurance in one's
capacity to make the desired purchase. More research is needed to comprehend,
elaborate, and refine the PBC construct, according to a number of studies (Sparks &
Shepherd, 1992), which also suggest that the "nature, formulation, and adequacy of the
perceived behavioral control construct employed in a study" (Notani, 1998) heavily
influences whether the theory of planned behavior is supported. Customers are more
likely to have a stronger intention to buy organic goods when they feel like they have a
lot of power and confidence in their abilities to make that choice. In addition, in the
many previous, the writers have started to address flaws in the implementation of about:blank 8/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
PBC by proposing dimensionalizing the single PBC construct into both internal and
external control, which are dichotomized components (Conner~ & Armitage, 1988). It
means that a behavior may be perceived as being within a person's control based on
elements that are either internally or externally oriented. Blair Kidwell and Robert D.
Jewell (2003) indicated that an antecedent relationship between control components
where internal control is the more immediate determinant of behavioral intent and
external control is the antecedent (Kidwell & Jewell, 2003).
Attitudes: are one of the imperative foundations of behavioural intention and actual
behaviour (Jaiswal & Kant, 2018). According to the findings of recent studies, consumer
attitudes regarding organic food have a favourable and considerable impact on their
inclinations to purchase organic food (Asif et al., 2018; Koklic et al., 2019; Pham et al.,
2019; Yazdanpanah & Forouzani, 2015). The desire to engage in a particular conduct is
referred to as behavioural intention, and it is presumptively an immediate precursor to
actual purchasing behaviour (Ajzen, 1991; Fishbein & Ajzen, 2011). The intention to buy
organic food and the actual behaviour to buy it should therefore be researched
concurrently because there can be a discrepancy between the two (Ferreira & Pereira,
2023). Accordingly, numerous research supports the positive and considerable impact
of customers' purchase intentions on their actual purchasing behaviour for green goods
(Yadav & Pathak, 2017), and particularly for organic food.
Subjective Norms: are a reflection of how people interpret social cues from contexts
including family, friends, the media, and school that affect their perception of what is
and isn't acceptable behavior. According Ajzen (1991), the term of subjective norm is
defined that “the perceived social pressure to perform or not to perform the behavior”.
Clearly, a subjective norm is the recognizable opinions of people who are near to and
significant to a person, who have influence over that person's decision-making, and
who do so in a way that influences that person's behavior in deciding whether or not to
do an action. In addition, belief was laid a foundation for the subjective norm -
normative belief. In contrast, the subjective norm is also a function of normative
belief. However, this belief is person's content of a conduct based on first-hand
knowledge from acquaintances' and friends' prior experiences. In the area of behavior about:blank 9/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
expressed in food choices, there has been discussion of the function of a subjective
norm. Nevertheless, according to Ajzen (1991), normative ideas are the foundation of
subjective norm, which is one of the key factors explaining behavioral intention. In
order to propose a relationship between normative views and subjective norm, this
research uses a subjective norm as a fundamental construct.
Intention: defined as a arrangement to show a realistic behavior, is an accepted and
most essential factor for directly estimating behavior (Ajzen, 1991). When consumers’
intention become stronger, they will lead to perform particular behaviors more (Ajzen &
Fishbein, 2000). In practice, it is challenging to quantify the link between conduct and
behavioral intention. The assumption is that the development of behavioral intention is
a direct cause of behavior and consists of three types of cognitions: attitude, subjective
norm, and perceived behavioral control. The importance of each predictor is based on
how strongly an individual views it as influencing the behavior (Ajzen, 2002).
According to (Ajzen, 1991), the more strongly a behavior is intended to be performed,
the more probable it is that it will really be carried out. Ajzen & Fishbein (2000) advised
measuring behavioral intention with the assumption that it has predictive ability for the
future, putting more emphasis on behavioral intention than actual behavior. Intention,
which is impacted by attitude, subjective norm, and perceived behavioral control, is
used as a construct for result.
Purchasing Behavioral: is one of the important aspects in the process of making
decisions for consumers. Purchasing behavior is affected by internal and external
components. The external components, which included social, cultural, economy and
the internal components included in individual preferences, attitudes and lifestyle.
Ajzen (1991) has suggested in the theory of planned behavior that a customer has
intention to buy something is controlled by their attitude about the behavior, subjective
norms, and perceived behavioral control.
In light of these justification, the following hypotheses are proposed:
Hypothesis H1: Actionable knowledge towards labelling will have an effect on perceived behavioural control. about:blank 10/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
Hypothesis H2: Actionable knowledge towards Labelling will have an effect on attitude.
Hypothesis H3: Perceived behavioural control will have an effect on intention.
Hypothesis H4: Attitude will have an effect on intention.
Hypothesis H5: Subjective Norms will have an effect on Intention.
Hypothesis H6: Intention will have an effect on Purchasing Behavioral.
CHAPTER 3: RESEARCH METHODOLOGY 3.1. Research design
This study uses descriptive research method, which can show that the quantitative data
contained in the article can be analyzed in the most profound way, and besides, it uses
quantitative methods to be able to measure. The number of participants and besides the
number of people providing opinions, is a very important quantitative method in
organizations. This research project aims to explore the impact of labeling on
consumers' perceived behavioral control and intention to purchase organic food. With
increasing awareness of the health benefits and environmental sustainability associated
with organic food, understanding consumers' perceptions and purchase intentions is
crucial. This study proposes that labeling plays a significant role in shaping consumer
behavior and attitudes towards organic food. By employing a mixed-methods
approach, incorporating quantitative and qualitative data collection, a diverse sample
of consumers will be surveyed. The results of this study will contribute to the existing
body of knowledge on consumer behavior and offer practical implications for
marketers and policymakers seeking to promote healthy food consumption.
Quantitative data will be collected through structured surveys conducted among
students at the University of Foreign Languages and Information aged 18 and over.
We choose to use an online questionnaire survey as the data collection method due to
its several advantages. The online questionnaire survey was selected from among the
available options because it offers convenience, flexibility, and the ability to rapidly
reach focus groups. The surveys will include questions related to actionable
knowledge towards labeling, perceived behavioral control, attitude, subjective norms,
intention, behavior. Respondents will be asked about their awareness and
understanding when reading labels on food, consumers' assessment of how difficult or about:blank 11/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
easy it is to make decisions, consumers' attitudes toward In addition, there are
subjective norms that shape their judgments about product selection, from which those
intentions will motivate them to make purchasing behavior. The data will be collected
using a Likert scale to measure the respondents' agreement or disagreement with the statements. 3.2. Sampling method
For this study using sampling method from G*Power and it can be seen that the
sample taken is 92 and it is calculated that this is the minimum sample of a study
required and the estimated sample size for this study is 162 with related indicators.
Participants are mainly from the age of 20-35, with the highest age of survey
participation being between 18-20 years old (accounting for 69%). There are 63
women and 37 men. Regarding education level, 75% are still students, 13% bachelor,
11% high school, the rest are masters and doctorates. Average income is about 5
million (accounting for 35%), more than 30 million, accounting for 8%. Most of 78%
of survey respondents have heard about organic food, no one does not know. Most
people agree with the use of organic products in daily life. 3.3 Sample size
The research method this time is a quantitative method with the top suggested
supporting calculation tool, G*Power, which will be the sample size calculation tool
for this study (Erdfelder & Buchner, .
1998) The required sample size based on G*power
3 analysis for present research is 92 with F test being selected for Linear Multiple
Regression statistical test (Effect size f^2 = 0.15; the desired probability and statistical
power levels are 0.05 and 0.8 respectively with the number of predictors are 6).
Therefore, the total sample usable for data analysis comprised 162 responses, which
exceeds the minimum sample size required. (Sarstedt et al., 2014)
3.4. Questionnaire design
This questionnaire will provide us with the most general view of the customer's
behaviors and perceptions when encountering the product, in addition to the most
general assessment of the influencing factors. on top of each other, not only that the about:blank 12/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
effects to lead to customer's buying behavior such as knowledge or behavior or
attitudinal factors also determine all
Likert scale ranging from (1) strongly disagree to (7) strongly agree. CONSTRUCT ITEMS REFERNCES
AK 1: Food in plastic packaging is
more harmful for the environment than food in cardboard cartons ?
AK 1: Food in plastic packaging is
Actionable Knowledge more harmful for the environment than (AK) food in cardboard cartons ?
AK 3: Do you believe that labels
highlighting the health benefits of
organic food positively influence your
intention to purchase such products?
PBC 1: Most of organic food are convenient to find ? (R. Aitken et al., 2020) Perceived Behavioral
PBC 2: Most of organic food are Control convenient to buy ? (PBC)
PBC 3: In daily shopping, you would
prefer choosing organic products to non-organic products. ?
A1: Do you consider "being organic"
as part of how you want to live your life? Attitude ( A )
A2: Does buying organic products make you feel good?
A3: Do you think organic products about:blank 13/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
good for the environment and health?
SN 1: Do the people whose opinions
you value most either regularly buy
organic products or like the idea of buying organic?
SN 1: Do the people whose opinions Subjective Norm
you value most either regularly buy (SN)
organic products or like the idea of buying organic?
SN 3: Do the people whose opinions
you value most like the idea of buying organic?
I1: Are you planning to buy at least one
organic product in your next grocery store ? Intention I2: Do you plan to buy organic (I) products when you see them?
I3: Are you willing to choose organic
products at the next grocery store?
PB 1: On a casual shopping trip, are organic products your choice? Purchase Behavior
PB 2: You will buy organic products (PB) every time you go shopping ?
PB 3: On a regular trip, you choose to bring organic products ?
3.5. Data analysis techniques about:blank 14/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
In this research, the process and analysis of data was performed by the Partial Least
Square (PLS) application. The purpose of this method was used because PLS is very
flexible data analysis method that can be even more functional and versatile by a wide
range of extensions or modifications driven by special data (Wold et al., 2001).
Monecke & Leisch also claimed that the scale of PLS made minimal demands on the
subjects of measurement scale, sample sizes and residual distributions(Monecke &
Leisch, n.d.). In addition, over the past two decades, PLS-SEM was used widely to
estimate and demonstrate by empirically establishing models with constructs in
industrial marketing management, and this also applies into many other business fields
like accounting, family business, hospital and tourism, human resource management,
information systems and so on (Guenther et al., ).
2023 On the other hand, Hair, et al.,
(2016) pointed out that there are some beneficial features in PLS-SEM when capable of
similarity result to CB-SEM. Having applied PLS-SEN into this study to recognize the
influences of organic food label on consumer’s attention in purchasing products.
Several factors of human’s action were measured by the Likert scale with seven-point
response options ranging from “(1) Strongly Disagree” to “(7) Strongly Agree” that
was made use of collecting information from respondents.
3.6. Assessing the outer measurement model
The evaluation of the outer model (measurement model) should be validated before
testing the hypotheses in the inner model (structural model) which examines the
measurement model's reliability (Crobach's Alpha and composite reliability) and
validity (convergent and discriminant validity) is part of the evaluation process.
For the internal consistency reliability, a tool that measures the construct reliability,
Table 3.1 depicts that the Crobach's Alpha values are all higher than the recommended
threshold value of 0.7 (Hair, et al., 2016). On the other hand, the results in the same
table also demonstrate that the composite reliability values are higher than the required
value of 0.7 of Hair, et al., (2016). Therefore, the internal consistency reliability in
terms of Crobach's Alpha and composite reliability is verified and all constructs have significant reliability.
The term "convergent validity" refers to the assessment of many conceptually similar
items. In accordance with Hair, et al., (2016), the average variance extracted (AVE) is
recommended to assess the convergent validity, in which the value of AVE should be about:blank 15/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
greater than 0.5 before it is asserted to be validated. Indeed, Table 3.1 shows that all
AVEs are substantial and larger than 0.5. On the other aspect, it is also suggested by
(Hair Jr et al., 2016) that convergent validity could be confirmed by the value of outer
loadings. Accordingly, if the value of outer loadings is higher than 0.7, the convergent
validity would be verified. Obviously, the results in Table 3.2 indicate that all values
are greater than 0.7. Consequently, the convergent validity of this study has been confirmed. Composite
Composite Average Variance Cronbach's alpha Reliability (rho_a) Reliability (rho_a) Extracted (AVE) A 0.762 0.807 0.863 0.678 AK 0.776 0.779 0.871 0.693 I 0.878 0.883 0.825 0.804 PB 0.846 0.849 0.907 0.765 PBC 0.776 0.794 0.870 0.691 SN 0.851 0.856 0.910 0.770
3.1 Overview of measurement model quality A AK I PB PBC SN A1 0.823 A2 0.850 A3 0.795 AK 1 0.772 AK 2 0.838 AK 3 0.882 about:blank 16/27 23:42 9/8/24
Abstract - nghiên cứu khoa học A AK I PB PBC SN I1 0.860 I2 0.929 I3 0.898 PB 1 0.880 PB 2 0.877 PB 3 0.866 PBC 1 0.774 PBC 2 0.825 PBC 3 0.890 SN 1 0.878 SN 2 0.870 SN 3 0.885
3.2 Outer loadings of the measurement model
Discriminant validity guarantees that the relevant items load highly on the construct in
consideration while loading poorly on other constructs. As a result, these objects are
easily distinguished from those of other constructions. To assess the discriminant
validity, several approaches were used, namely the Fornell-Larcker’s criterion, the
cross- loadings, and the "Heterotrait-Monotrait" ratio (HTMT).
To begin, according to the results in Table 3.3, the conventional Fornell-Larcker's
criterion was deployed and found that the square root of AVE is greater than the
correlation coefficients In addition, cross loads are also checked and the results in
Table 3.4 demonstrate that most of the loads have a strong load on the respective
structures, while there is a weak load on the structures that are not. related, besides that
there is variable Actionable Knowledge (AK) which is no strong load only weak load about:blank 17/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
on related structures. Finally, the recently introduced HTMT criterion was also
examined, where the HTMT rate was suggested to be lower than the 0.90 threshold. In
fact, Table 3.6 shows that all values meet the criterion lower than 0.90. With these
results, discriminant validity is determined. A AK I PB PBC SN A 0.823 AK 0.666 0.832 I 0.659 0.620 0.896 PB 0.685 0.558 0.606 0.874 PBC 0.661 0.678 0.643 0.602 0.831 SN 0.551 0.652 0.622 0.533 0.689 0.878
3.3 Fornell-Lacker’s criterion A AK I PB PBC SN A1 0.823 0.513 0.500 0.573 0.545 0.417 A2 0.850 0.578 0.528 0.610 0.631 0.501 A3 0.795 0.551 0.593 0.512 0.458 0.440 AK 1 0.545 0.772 0.576 0.502 0.561 0.586 AK 2 0.513 0.838 0.475 0.382 0.549 0.536 AK 3 0.600 0.882 0.512 0.504 0.581 0.509 I1 0.519 0.519 0.860 0.516 0.517 0.500 I2 0.635 0.586 0.929 0.558 0.597 0.600 I3 0.610 0.560 0.898 0.555 0.611 0.569 PB 1 0.598 0.453 0.558 0.880 0.538 0.422 about:blank 18/27 23:42 9/8/24
Abstract - nghiên cứu khoa học A AK I PB PBC SN PB 2 0.604 0.512 0.530 0.877 0.526 0.513 PB 3 0.597 0.502 0.499 0.866 0.513 0.466 PBC 1 0.463 0.425 0.525 0.454 0.774 0.483 PBC 2 0.578 0.599 0.479 0.475 0.825 0.492 PBC 3 0.596 0.645 0.597 0.563 0.890 0.720 SN 1 0.502 0.580 0.569 0.515 0.670 0.878 SN 2 0.451 0.574 0.490 0.466 0.533 0.870 SN 3 0.494 0.565 0.573 0.424 0.604 0.885 3.4 Cross loadings A AK I PB PBC SN A AK 0.862 I 0.799 0.750 PB 0.854 0.688 0.701 PBC 0.855 0.863 0.777 0.738 SN 0.680 0.805 0.715 0.629 0.832 3.5 HTMT ratio
The next step after validating the measurement model is the structural model. This
includes the measurement of the coefficient of determination (R2) and the slope of 100
samples using the bootstrapping procedure. As shown in Table 3.6, the structural
model evaluation gives an indication of the hypothesis testing. In addition, the about:blank 19/27 23:42 9/8/24
Abstract - nghiên cứu khoa học
evaluation of the model also helps to achieve the results more closely and can be more
effective in the research process as well as verify the reasonableness and suitability of
the model for the research. The results show that the Actionable knowledge value has
a positive effect on Intention. Therefore, H1 is supported (β 1⁄4 0.601, p 1⁄4 0.000).
Furthermore, the results show that Actionable knowledge positively affects Attitude
value, so H2 is supported (β 1⁄4 0.501, p 1⁄4 0.000). In addition, the Perceived
Behavior control affects the Intention value in a negligible focal way. Therefore, H3 is
not supported (β 1⁄4 -0.159, p 1⁄4 0,170). In contrast, Attitude was significantly
affected by Intention (β 1⁄4 0.469, p 1⁄4 0.000). Therefore, H4 is supported. Not only
that, there is also a variable between Subjective Norm that has a positive and
significant effect on Intention. Therefore H5 is supported (β 1⁄4 0,395 p 1⁄4 0.000).
Finally, the results show that Intention has a significant positive effect on Perceived
Behavior. Thus, H6 is supported (β 1⁄4 0.607, p 1⁄4 0.000). Thus, the results generally
show that there are two unsupported variables, H3 that are not supported due to negative dynamic separation Path Standard P
Hypothesis Relationship Decision Values Coefficients Deviation Actionable knowledge (AK) → Perceived H1 0. 0.044 0.000 Supported Behavior control (PBC) Actionable H2 knowledge(AK) → 0.501 0.045 0.000 Supported Attitude(A) Perceived Behavior H3 control (PBC)→ -0.159 0.092 0.021 Supported Intention (I) about:blank 20/27