| Abstract: | Simply, Social capital is a concept that explains the extend and nature of relationships people have with (invest on) others – relatives, family friends, neighborers in own community members and members of other communities, or networks, relationships with various services, institutions and systems. As in the other types of investments, people expect returns on investments of social capital. Currently, the concept has received wider and growing attention on its role on household well-being which leads them to come out from poverty. Basically it is accepted that disseminate information, reduces opportunistic behavior (due to higher compliance to their group (social) or network), and facilitates collective decision-making. Trust and reciprocity play a bigger role in social relationships to visualize them as the mode of social capital. In Sri Lanka, poverty has been, probably the most burning issue of the country. Percentage of the population living below the national poverty line for the whole country is 15.2 percent (head count ratio). And population below US$ 2 a day (1990-2005) is 41.6 percent. Especially, Hambantota district is characterized by the relatively higher poverty of people. The percentage poor household in the district are considered as poor. By nature, most of the small scale fisherman in Sri Lanka are poor. Their monthly income fluctuates around the subsistent level. At idiosyncratic or co-variate shocks their status of living world temporally or permanently be changed; adverse in to poverty. In Hambantota district, especially in study locations, subsistent nature of living, serve resource exploitation due to unregulated access to the recourse base, use of destructive gears, exclusion from facilities and weaker community networks have mainly been identified as major barriers for way of poverty. Better assets ownership has been an effective solution for people to better deal with risks and uncertainties involved with fisheries. These assets are mainly the form of physical (land, house, Jewelleries, vehicles, Household equipment, and etc.) financial (savings), human (education, health), and social. This study focuses on how small scale fisheries in three fishing villages; namely Godawaya, Kalametiya and Rekawa of Hambantota district, invest on social capital and in what extent they enjoy the returns to come out from poverty. Basically the findings of the study, say that, in the case of small scale fisheries in areas, social capital have a positive increasing effect on household expenditure (welfare) in Kalametiya and Godawaya, richest people in the sense of social capital show higher household welfare level while in Rekawa poorest people in terms of social capital are the richest in their household welfare. This scenario, indicates that social capital helps people to come out from poverty. |
| URI: | http://hdl.handle.net/10037/1969 |
| Abstract: | This study has used minimizing input-oriented CRS DEA model with two output and five input variables which use theory of technical efficiency. It mainly has used Nha Trang‘s data (64 samples) to analysis, data from other areas in Khanh Hoa province (33 samples in Ninh Hoa district, 33 samples in Van Ninh district, and 36 samples in Cam Ranh district) only use to compare to Nha Trang to find the worst factors for technical efficiency, improving these factors in section conclusion. All these data was collected from data primary of Ph.D Pham Xuan Thuy when he did Ph.D thesis which he inquired in Khanh Hoa province in 2004. There are 25% performances of Black Tiger Prawn (Penaeus monodon) DMUo is efficient and 75% performances of DMUo are inefficient in Nha Trang city. We can put to conduct for each of the inefficient. These are the units that management would focus on to improve input factors or resource reduction. Camparing among Cam Ranh, Nha Trang city, Van Ninh district, Ninh Hoa district the proportion percent of Black Tiger Prawn (Penaeus monodon) DMUo technical efficient of Cam Ranh is 42% due to geographical advantage. The proportion percent of DMUo efficient of Nha Trang and Ninh Hoa is lowest because of nearly populated area and processing factories. |
| URI: | http://hdl.handle.net/10037/1981 |
| Abstract: | The purpose of this thesis is to measure the mean technical efficiency of improved extensive shrimp farming in Cai Nuoc and Dam Doi districts, Ca Mau Province, Vietnam. Data Envelopment Analysis Input-oriented variable return to scale were used in this thesis and estimating technical super-efficiency was regressed to the pond area, farmer experiences, black tiger shrimp, mud crab stocking density and education of farmers. Technical efficiency of observation farms was the identified determinant factor, results indicated that pond area, experience and education of the owners of the shrimp farms were the mainly positive factors that influence efficiency of improved extensive shrimp farming in both districts. Nevertheless, only in Dam Doi district shrimp stocking density have a negative relationship with technical efficiency. A comparison between the technical efficiency results of the two districts showed that the farms in Cai Nuoc were more highly efficient than farms in Dam Doi District. To improve technical efficiency, the government should conduct training on techniques in shrimp polyculture, establish farmers’ organization should assist to help farmers share their experiences and provide mutual help. In addition, extension officers should organize regular training courses in shrimp polyculture model to help farmers in both districts increasing productivity. |
| URI: | http://hdl.handle.net/10037/2568 |
| Abstract: | This study investigates the level and determinants of technical efficiency for a sample of gilnnet fishing vessels operating in Da Nang in 2009 by using a stochastic production frontier, which involved the simultaneous estimation of a translog stochastic frontier model and a model for vessel-specific technical inefficiencies. Furthermore, the other important determinants of this fleet were also examined such as the output elasticities, marginal productivities of inputs, and returns to scale. The data on per-month average variable costs and revenues, number of gillnet sheets, vessel size, engine power, vessel age, number of net-contributors, experience and education levels of the fishermen, and vessel ownership were used in the production frontier analysis. The empirical results suggest that the effects of technical inefficiencies were found to be considerably significant in explaining the differences in individual vessel efficiencies. The mean technical efficiency for the sample vessels is estimated to be a relatively low, 0.76, implying that this fleet has potential to improve the productivity at least in the short-run, given the availabilities of their technology and resource conditions. The analysis also demonstrates that engine power, vessel size, net-contributors, and owner-operated vessels were found to impact positively on vessel efficiency, although the vessel-size and owner-operator effects were insignificant. Whereas, vessel age has a strong negative effect on technical efficiency, and it may seem strange when this analysis suggests that the experience and education level of fishermen also has a negative side as well, even if the effect of fishermen’s education level was found to be insignificant. |
| URI: | http://hdl.handle.net/10037/2583 |
| Abstract: | The study examined the role of technology to aquaculture farmers vulnerable to climate change and the study also identified common categories of aquaculture practices in the coastal district Noakhali, Bangladesh and the vulnerabilities associated with such aquaculture practices. The study focused on the sustainability of farmers’ livelihood. The study used extensive field visits, interviews with the key informants of Regional Fisheries and Livestock Development Component (RFLDC) and farmers, personal communications and focus group discussion as the main procedures to collect data and information. The study also used the sustainable rural livelihood framework to show farmers’ livelihood resources and transforming strategies to resilient livelihood outcome. The study found four common categories of aquaculture in the mainland, accreted and newly accreted lands of Noakhali and characterized those with technology level, size, dependencies, markets, ownership, species mix, constraints and vulnerabilities to changing climate. Average net returns from the technology induced aquaculture in community based ponds and waterlogged paddy lands were 905.33 and 362.78 USD/ha/year respectively. The study found the pond aquaculture in the newly accreted lands more vulnerable to climate change than other types. RFLDC which is a joint collaboration project of Government of Bangladesh and DANIDA, had been involved in extending technology to the poor farmers for sustainable development of the farmers’ livelihood through agricultural activities. Farmer Field Schools, Community Based Organizations (CBOs), CBO associations and Union Parishad have been found to be playing very effective role for the development of aquaculture and livelihood diversification. Diversification in the culture systems has been suggested as a management practice in the study area which can increase farmers’ resilience to the vulnerabilities. |
| URI: | http://hdl.handle.net/10037/4753 |
| Abstract: | This paper looks into the preservation methods available to the small scale smoked and salted sun-dried fish processor in the Nzema East district of Ghana. The paper also examines the effect of fuel wood performance on the quality of smoked fish in producing the preferred fish texture and taste to meet consumer demand; assess the profitability of small scale smoked fish processing; and compare smoked fish with the salted sun-dried fish processing in the Nzema East district of Ghana. The data for the paper include experimental tests of smoked fish processing at selected smoked fish processing units to access the performance of different types of fuel wood used in smoked fish processing; focus group discussions which were carried out with selected producers of salted sun-dried and smoked fish in the Nzema East district. The secondary data used in this study was information obtained from the literatures studied, website information and reports from other fisheries institutions/ organizations. Other information was obtained through personal communications with smoked fish processors. From the experimental tests, various forms of fuel woods tested were grouped into “bad” and “preferred” fuel woods. Mangrove was found to be excellent in producing the consumer preferred colours of golden brown or dark brown, while wawa produced the not preferred colours of light brown. Profitability analysis such as profit and profit margins were calculated and market margins and efficiency to assess the market performance of the small scale smoked fish and compared with the salted sun-dried fish processor in the Nzema East district of Ghana. The results showed positive profits and margins. |
| URI: | http://hdl.handle.net/10037/4745 |
| Abstract: | Attitudes of local people and managers have become the emerging topic in marine protected areas management. Understanding about it is expected to contribute to the implement and the compliance of fishermen and managers after seven years of the Nha Trang Bay marine protected are foundation. This study aims to evaluate attitudes and perceptions of fishermen and managers towards MPA management; and to examine life satisfaction of the fishermen resulting from the Nha Trang Bay MPA designation. The primary stakeholders take vital roles in complying with the management regulations, fishermen and managers were surveyed by random selection. Their opinions were obtained by the face-to-face interview. Results were presented underlying the descriptive analysis and the logistic regression model. Managers expressed positive attitudes and perceptions towards the MPA management; meanwhile fishermen did not. Fishermen reluctantly accept the closed area. The management board has not caught the support from local people, poaching and conflicts in using fisheries resources still occur in the area. The cumulative logistic model was used to examine the effects of demographic and socioeconomic factors on fishermen’s happiness. Per capita income and age have positive effects on the probability of fishermen life satisfaction. |
| URI: | http://hdl.handle.net/10037/1979 |
| Abstract: | Vietnamese fisheries have long traditional development. They are operating under an open access fisheries regime with small scale, multi-species and multi-fishing gears. The number of fishing vessels, the total engine power and the total yield have been increasing continuously overtime; meanwhile the CPUE (catch per unit effort) have been reducing seriously. Vietnamese fisheries are facing overexploitation and declining resources especially regarding the inshore resources. One of the reasons leading to these problems is trawler operation, especially with onshore bottom trawlers. However, trawlers also account for a huge proportion in the total number vessels and the total catch. Thus, this study focus on evaluating economic efficiency of trawl fleets in Vietnam – the case of trawl fleets in Nha Trang city, Khanh Hoa province. 57 trawlers in Nha Trang, accounting for 13.7% of the total trawlers were investigated on costs and earnings data. The empirical results have shown that the owners of heterogeneous trawlers earn an average profit of 89.4 million VND corresponding to a profit margin of 12.8%. On average, all economic indicators are positive although there are some trawlers showing losses. The medium group (60 ≤ Hp < 90) is the most efficient group. The gross revenue was chosen as a proxy for fishing effort because of lack of catch information. The regression analysis shows that the numbers of fishing days, the circumference of the trawl mouth and engine power are the most important factors impacting on economic efficiency of Nha Trang trawl fisheries; meanwhile, the number of fishers is insignificant. Salter program application has shown that profit still generated in open access fisheries regime, particularly in the case of trawl fleets in Nha Trang. The study also shows the over investment on particular trawlers in Nha Trang which may lead to economic inefficiency. |
| URI: | http://hdl.handle.net/10037/4747 |
| Abstract: | A partial adjustment model of the U.S excess demand for Vietnamese shrimp is constructed to investigate the effect of the real bilateral exchange rate VND/USD on the U.S import of Vietnamese shrimp. Monthly data were collected from 2002:03 to 2011:12 for model development. The study found that the real appreciation of VND against USD has no effects on the U.S import quantity demanded for Vietnamese shrimp both in the short-run and the long-run. Therefore, Vietnamese government should not use exchange rate as a long-run tool to promote the Vietnamese shrimp to the U.S. However, it is found that the U.S import prices for Thai, Chinese and Indonesian shrimps have both short-run and long-run effects on the U.S demand for Vietnamese shrimps while the U.S import price for Indian shrimp has short-run effects only. Among them, the long-run effects of Thai price (-5.36) and Indonesian price (5.18) on Vietnamese shrimp export to the U.S are the largest ones. To develop the sustainable shrimp export, Vietnamese governors are encouraged to take priority over promoting the exportation of high quality, clean and diversified products, improving the competitiveness of Vietnamese shrimp in the U.S market. |
| URI: | http://hdl.handle.net/10037/4758 |
| Abstract: | This study is one of the first attempts to investigate the attendances and consequences of perceived risk toward consumption fish in Hanoi, Vietnam. The study applies theory of planed behavior and theory of perceived risk for its conceptual framework. The study has three objectives. The first objective is to investigate the consequences of risk on attitude and intention to consumption of fish in Hanoi. The second objective is to examine how knowledge, trust and risk propensity affect general risk. The last objective is to investigate how different dimensions of risk effects general risk. To achieve these objective, the study employs the test of reliability, factor analysis and structural equation modeling to analysis the data collected in Hanoi, the capital of Vietnam. This study’s findings indicate that the models fit well with the data. The perceived risk affected directly attitude and intention to consumption of fish. Knowledge, trust had significantly negative effect on general risk while risk propensity has positive effect on general risk. Finally, both financial risk, physical risk and social risk were highly effects general risk. The implications of the study are discussed. |
| URI: | http://hdl.handle.net/10037/1978 |
| Abstract: | The aims of this study to identify the impacts of non-tariff barriers (NTBs) on Vietnamese catfish export price in the international market. The time-series monthly data from 1999 to 2011 was used in our paper. Base on the demand and supply equilibrium theory, we constructed the function of Vietnamese catfish export price. The unit toot test results showed that our data was stationary at differenced level. Therefore, the econometric models, such as first-differenced model, Error correction model (ECM) and the lagged transformation model were employed to estimate the effects of NTBs on the Vietnamese catfish export price. The antidumping, the labeling law and the technical barriers were the most popular of NTBs used for Vietnamese catfish products. The NTBs were considered in our model under the dummy form with. Beside the NTBs, some other macroeconomic variables were added to the model as the demand and supply shifters, such as exchange rate, income per capita, the price of substitute goods (poultry, salmon, the US catfish), the price of input cost (fishmeal, fuel). The estimated of the econometric models showed that, in the short run, the US catfish price was the alternative goods of Vietnamese catfish. We found that the NTBs were not significant in the dynamics of Vietnamese catfish export price in the short run. However, in the long run, the antidumping had the negative effects on the Vietnamese catfish export price. The estimated ECMs model demonstrated that the Vietnamese catfish export price decreased about 9% after antidumping be effective. However, the labeling law and the imposed of HACCP standards did not have more significant in the change of Vietnamese catfish. The application of GLOBAL GAP in catfish producing process did not illustrated negative effects as our expected results. This could be argued that the application of GLOBAL GAP had the positive effects on the consumer’s belief in the long run. |
| URI: | http://hdl.handle.net/10037/4766 |
| Abstract: | The main objective of the thesis is to explore and test the roles of attitude, preference conflict, norms and family identity in explaining intention/behavior toward fish consumption in Vietnamese families. This study utilizes a theoretical framework based on the Theory of Planned Behavior, but more focused on some other variables (ambivalence, family conflict and identity) in an extended model. The study reveals that attitude, family conflict, and family identity influence intention, while family norms factor do not exhibit a direct relationship with the intention to consume fish in Vietnam. In addition, ambivalence was negatively correlated with attitude, while interpersonal conflict was unrelated to attitude. Moreover, although social variables seem to be of vital importance in predicting attitude, only family identity and attitude enjoy positive correlation with high statistical significance. Family norms have a low impact on attitude while family conflict has no significance in predicting attitude towards fish. Also, family norm and family conflicts were mutually related. Further, the result does not support the hypothesis that family identity represents a moderator in the family norm-intention relationship. Finally, intention to eat fish is highly positively correlated to behavior to consume. However, there is no direct relationship between family identity and fish consumption behavior. The results of this study will shed some light on discovering the role of attitude, preference conflict, family norms, and family identity in explaining intention/behavior toward fish consumption in Vietnamese families. It will allow academics to better understand the complication of social variables and further develop future research in this area. Keywords: Fish consumption; attitude; preference conflict; ambivalence; family norms; family identity. |
| URI: | http://hdl.handle.net/10037/2533 |
| Abstract: | The study examines the relationship betweens convenience food and seafood consumption in Vietnam through a replication and an extension of studies of Rortveit and Olsen (2007; 2009). The main purpose of this study is to give an understanding of the role of consumers’ satisfaction, consideration set size, variety seeking, and convenience in explaining seafood consumption behavior in Vietnam. |
| URI: | http://hdl.handle.net/10037/2584 |
| Abstract: | The purpose of this study was to examine the applicability of benefits sought – based segmentation for fish market in Vietnam. A convenient sample of 809 Vietnamese households was provided to answer the questionnaires, including the questions about attitudes towards fish consumption. Cluster analysis was used to identify three distinctive consumer segments based on evaluation of quality, ambivalence and health involvement towards fish consumption. These three segments were termed the Satisfied, the Ambivalent and the Neutral segments. While the Satisfied have positive attitudes and the Neutral have uncertain feelings towards fish consumption, the Ambivalent have mixed feelings towards fish eating behavior. The Ambivalent consumers reveal the attitudes and behavior towards fish products somewhere between the Satisfied and the Neutral segments on most variables. However, they are close to the “Satisfied” on most areas, e.g. perceived quality, health involvement, perception of fish convenience, social and moral norms. The quality and the smell of fish are found as the main variables contributing to determine the classification of the Satisfied segment. And the variable of “mixed emotions” is found as the most important to determine the classification of the Ambivalent segment. The practical implications for marketers within the fish industry are the effectively strategies to increase the satisfaction and the loyalty of the Satisfied and Neutral consumers. |
| URI: | http://hdl.handle.net/10037/1967 |
| Abstract: | Dry fish is the low-cost dietary protein source in Bangladesh. As far the concern of the researcher, this study is the first of its kind to explore the dry fish consumption behaviour in Bangladesh. The general purpose of this study is to apply the general framework of the Theory of Planned Behaviour (TPB), explain attitudes, intention and dry fish consumption in Chittagong city and to extend the traditional TPB-model with some additional variables; perceived risk, knowledge, price and cost. The field experiments were performed in Chittagong city, Bangladesh with convenience sample of 208 respondents. The measurement scales used in this study were selected or adapted from previous studies. The study employs the methods of factor analysis, test of reliability, principal component analysis and multiple regression analysis to analyze the data. The findings showed that attitude, norms and procedural knowledge emerge as the key determinants of intention, while intention, attitude, norms and perceived risk effect on the consumption frequency. PBC, price and cost had no significant effect on intention and dry fish consumption. Perceived quality is found as the most important attribute to forming consumers’ attitude towards dry fish consumption. The proposed TPB and the extended model both of them fit well with the data and proved the expectations of this study in a promising way. The study found that people are more concerned about potential long-term risk to their family and others. Therefore, management attention should focus on reducing risks with which consumers may be faced through producing safe and hazard free dry fish. A communication strategy should focus much more on improving procedural knowledge and signing food safety for consumers with lower knowledge than the others. Key words: TPB, perceived risk, knowledge, price and cost, dry fish consumption, attitude and intention, Bangladesh. |
| URI: | http://hdl.handle.net/10037/3787 |
| Abstract: | The primary purpose of this study was to explore the role of variety seeking behaviour towards fish consumption frequency. Second, it aimed to investigate how personality related factors; variety seeking tendency (related to food and personality) and perceived behavioural control affect the nature of variety seeking behaviour. Third, to investigate how product and motivational related factors; attitudes, health involvement and perceived risk affect the nature of variety seeking behaviour and fish consumption in the Sri Lankan context. In line with Hoyer and Ridgway (1984) proposed framework, a conceptual framework was developed with the constructs of variety seeking behaviour, variety seeking tendency (related to food and personality), perceived behavioural control, attitudes, health involvement, perceived risk and fish consumption frequency to achieve the objectives. A questionnaire survey was conducted using a convenience sample of 250 consumers in Galle in Sri Lanka. The items used to measure the constructs were either taken or adopted from the previous research studies. Confirmatory factor analysis and Structural Equation Modeling in AMOS 16.0 were employed to analysis the data. This study found that variety seeking behaviour plays a vital role in fish consumption frequency among consumers. The findings confirmed the theory that variety seeking tendency as a general personality trait positively influences the variety seeking tendency related to food (VST Food) while specific VST Food showing a significant effect on fish consumption frequency. Health involvement was found to be positively significant with fish consumption frequency as well as with the VST Food while having an insignificant relationship with the variety seeking behaviour. Conveneinec/ availability, price/ value and knowledge were not significant indicators of perceived control. Nevertheless, PBC and perceived risk act as a barrier for variety seeking behaviour. However, the effect of perceive risk on the fish consumption frequency was negligible. Surprisingly, attitudes did not have a significant impact on either fish consumption frquency or variety seeking behaviour. The main reason for this is probably skewness of the data set. Practical implications drawn from this research are that fish marketers should tap the consumers’s intrinsic desire for variation through providing different fish species in to the market place. Further, it is suggested that providing information on the most commonly eaten fish species by the government authorities through mass media will reduce the perceived risk and PBC associated with variation of fish and stimulate the health involvement towards variation of fish consumption. This research has contributed to fill the gap in variety seeking behaviour literature in which specifically incorporating effect of both personal related and product/ motivational related factors. This research was based on a convenience sample of consumers which did not represent the whole population, thus the results could not generalize to Sri Lanka. Future research should uncover additional individual and product related factors and their interactions which may relevant to explain variety seeking behaviour. Keywords: Variety seeking behaviour, variety seeking tendency, health involvement, PBC, attitudes, perceived risk, fish consumption frequency, Sri Lanka |
| URI: | http://hdl.handle.net/10037/3775 |
| Abstract: | Guanxi, in China, is viewed as a cultural concept, which originates from Confucianism. This thesis applies a stakeholder-based view (SHV) of strategic management to a special Guanxi setting of China in order to contextualize the theory to be applied in Chinese settings. In exploring the experiences of developing Guanxi with critical stakeholders in the course of corporate operations within the three aquatic product enterprises in China, the result finds the role of catalyst of Guanxi in lubricating or smoothing corporate development based on SHV in strategic management. |
| URI: | http://hdl.handle.net/10037/2477 |
| Abstract: | The research aimed to explore the value chain of frozen white leg shrimp exported to the U.S market from Khanh Hoa province, Vietnam. Three objectives were set up, that is, (1) to identify the activities conducted by different actors in the value chain and the corresponding costs and earnings of those activities, (2) to evaluate the distributions of revenue, cost and profit along the chain, and (3) to determine factors preventing shrimp farmers from dealing directly with processing firms. Research findings showed that before exported to the U.S market, white leg shrimp has to undergo farming, procurement, and processing. Shrimp farming basically comprises of such steps as pond cleaning, seed release, and caring. When shrimp attain harvestable size, middlemen come to perform the procurement which includes harvesting, preserving, and transporting. At the processing plants, shrimp are transformed into final products, packed, labeled preserved and stored waiting to be exported. During shrimp farming, farmers incur several costs like seed, feed, labor, and other miscellaneous expenses. At the procurement stage, addition to purchasing shrimp from farmers, middlemen have to add some other costs like transport, labor, ice, and other inputs to transfer shrimp to the next stage. At the processing stage, direct material, direct labor, overhead, and other costs are added in accordance with the accounting format. Farmers, middlemen and processors experience positive profit in the 2008-2010 period. Based on costs and earnings data, some calculations were made which revealed the distributions of revenue (export price), cost and profit of 1 kg frozen shrimp exported to the U.S market. Costs and profits distributions were in sync with expectations. The surveys revealed 3 reasons why farmers depend on middlemen to sell their harvest, that is, lack of facilities, delayed payment policy and risk aversion. |
| URI: | http://hdl.handle.net/10037/3791 |
| Abstract: | The study investigates tourist’s motivation with a segmentation approach in order to give an understanding of the theory of motivation in general and the motivation factors influencing consumer decision making in a tourism context in particular. The segmentation based on motivation, which was supported by a factor-cluster analysis, was carried out on a primary survey of 446 international tourists visiting the city of Nha Trang, Vietnam in order to identify tourists segments. The research findings identified two tourist segments based on motivation, referred to as “Traditional Tourists” and “Nightlife and Positive Recommenders”, with social and intellectual motives found as the strongest motivations. There are significant differences found between the two segments in perceptions of activities, satisfaction, and intentions of revisitation and recommendation of the destination to others. The findings of the study indicate that the Nightlife and Positive Recommenders segment has trends higher than those of the Traditional Tourists segment in terms of all factors found, perceptions of activities, satisfaction, recommendation the destination to others and revisit intention. Based on the findings of the study, some policy recommendations are given to the local tourism marketers and managers in order to develop the local tourism industry appropriately. |
| URI: | http://hdl.handle.net/10037/2586 |
| Abstract: | The primary purpose of this study was to investigate the consumers’ values and the difference in consumption, attitude and intention to consume wild fish versus farmed fish in Vietnam. Second, it aimed to investigate the relationship between values, attitudes and intention to consume wild versus farmed fish by applying value-attitude-behavior model. The measurement scales used here were adapted from previous studies found in the literature. The survey was conducted in Nha Trang, Vietnam, among convenience sample of 206 respondents. This study found that personal values are very important to the consumers. Environmental issues related to food/fish consumption found to be quite important while animal welfare issues were not important to them. They had significantly high attitude and intention as well as consumption of wild fish than that of farmed fish. The beliefs of quality and availability of wild fish was significantly more positive when compared with farmed fish. Structural equation modeling identified that environmental concern of the consumer and benevolence values were significantly related to positive attitudes towards wild fish consumption while universalism values had non significant, high positive impact, suggesting that more people are concerned about these issues, the more positive attitudes they have towards wild fish. However, their concern about fish welfare issues found to be negatively related with attitudes towards wild fish consumption. All these values were non significant in determining attitudes towards farmed fish consumption. The explained variance of the attitudes towards wild and farmed products from the values, however, found to be less. The study found that beliefs of quality and availability were significant predictors of attitudes towards both products than the welfare and sustainability issues. The findings indicated that from a marketing point-of-view, wild fish products can be appeal to environmental and welfare concern, personal values as well as attributes beliefs level of the consumer, while demand for the farmed fish products can be enhanced mostly by appealing to the attitudinal beliefs based on the attributes. The study provides useful information for fish farming and marketing companies as well as environmental policy makers. From a theoretical point of view, this study partially confirms the Value – Attitude – Behavior relationship model (VAB). |
| URI: | http://hdl.handle.net/10037/2536 |
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