Impact of industry 4.0 supply chain on consumer willingness to buy: evidence from local food consumption of students in Ho Chi Minh City

Abstract

The research “Impact of Industry 4.0 Supply Chain on Consumer Willingness to Buy: Evidence from Local Food Consumption of Students in Ho Chi Minh City” aims to measure the Willingness to Buy (WTB) and examine whether factors such as food sourcing, Operation, and product/service attributes influence the willingness to buy local food in a market with diverse products, particularly focusing on students in HCMC. After reviewing various related studies on local food in different contexts, consumer behavior theories, and relevant research findings, the research team proposed a model and conducted survey questions in HCMC market. During the research, the team employed a combination of qualitative and quantitative research methods. In the initial stage, preliminary results were obtained through group discussions, consultation with the supervising lecturer, and interviews with a small representative group. The feedback from the lecturer and the small group, consisting of five representatives, contributed to adjusting hypotheses, ensuring logical coherence, and refining language for alignment with the research context. In the second stage, the quantitative research involved surveying 199 consumers who are currently students residing in HCMC, using a non-probability sampling method. To validate hypotheses, scales, and the proposed research model, the research team applied methods such as Cronbach's Alpha reliability test, Exploratory Factor Analysis, correlation analysis, and regression analysis, using the SPSS software. The study analysis revealed that both factors related to food supply sources and product/service characteristics impact customer willingness to buy. However, factors associated with the production process did not demonstrate a significant influence on their purchasing decisions. In the context of Industry 4.0 supply chain, surveyed students in HCMC showed limited interest in the production process of food; instead, they focused on the origin and attributes of the product/service. The research team identified two factors influencing students' purchasing decisions, suggesting potential managerial solutions and ideas. Nevertheless, the study also acknowledged some limitations, and the team discussed the theoretical and practical significance of the research.