The International Journal of Engineering and Science (IJES) || Volume || 7 || Issue || 9 Ver.I || Pages || PP 48-53 || 2018 || ISSN (e): 2319 – 1813 ISSN (p): 23-19 – 1805 DOI:10.9790/1813-0709014853 www.theijes.com Page 48 Factors Affecting The Collective Trademark Building Intention Of Fruit Farming Households In Phong Dien District, Can Tho City Hoang Thi Hong Loc, Nguyen Quoc Nghi College of Economics, Can Tho University Corresponding Author: Hoang Thi Hong Loc ----------------------------------------------------------ABSTRACT------------------------------------------------------------- The study was conducted to identify factors affecting the collective trademark building intention of fruit farming household in Phong Dien district, Can Tho city. The data was collected through a survey of 205 fruit farming households using stratified random sampling. Using the Structural Equation Modeling (SEM) approach, the study found that the collective trademark building intention was affected by four factors: benefit - cost, assistance, intangible resources and tangible resources. In particular, the cost-benefit element has the strongest influence on the collective trademark building intention of the fruit farming households. KEYWORDS - intention, collective trademark, fruit trees, farming household, Phong Dien district ------------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 25-08-2018 Date of acceptance: 08-09-2018 --------------------------------------------------------------------------------------------------------------------------------------- I. INTRODUCTION According to the Department of Agricultural Product Processing and Market Development (Ministry of Agriculture and Rural Development), 90% of Vietnam's agricultural products are still exported in raw form with lower prices than those of other countries. Notably, in Vietnam over 80% of the agricultural commodities have not been built, such products have no logos, labels, forced to sell in the world market through foreign brands. At the same time, according to data from the National Office of Industrial Property (Ministry of Science and Technology), about 80% of agricultural products are sold in the domestic market without trademarking (Bao Tran, 2016). This reduces the value added of products, lowers the competitive advantage in the market and reduces the export turnover of agricultural products, causing damage to the economy. At present, only a few brands of farm products in Vietnam have trademarks in the domestic market, such as Nam Roi pomelos, green skin pomelo, Lai Vung pink mandarin, Tam Binh oranges, Ba Den custard apple, Thanh Ha litchi, Thai Nguyen tea, Hai Hau rice, Buon Ma Thuot coffee, Hoa Loc mango ... This is really a significant bottleneck of the Vietnamese agriculture. Phong Dien is an agricultural district located in the south of Can Tho city (Vietnam) and about 15 km from the city centre. Phong Dien district has many favourable natural conditions to develop agriculture, especially the advantage of planting fruit trees of high economic value. By the end of 2016, the region has more than 6,300 hectares of fruit orchards, forming more concentrated production areas such as Giai Xuan star apple with an area of over 300 hectares, Ha Chau mulberry area of Nhon Ai commune with an area of over 350 hectares, Truong Long longan area of Nhon Nghia commune with an area of over 150 ha / area. Initially, the areas specialising in agriculture have brought specific successes; however, there are still many difficulties, especially in consumption, and the added value of agricultural products. Facing that situation, the solution to build a collective trademark for fruits in Phong Dien district is vital. However, for this activity to be implemented and bring about positive results, it is necessary to understand the perception and collective trademark building intention of fruit farming households. This is the primary objective of this study. II. RESEARCH METHODS 2.1. Theoretical background and research model Collective trademarks of Agricultural Products are signs of the geographical origin, materials, production patterns or other common characteristics of the goods or services of different farmers using the same collective trademarks. (Gabriela Head et al., 2013). Building the brand for agricultural products is one of the critical solutions to enhance competitiveness and increase agricultural added value (Vo Thi Loc, 2008). According to Ajzen (1991), the intention to engage in a particular action is the willingness to perform a specific behaviour of an individual, and this intention is assumed to be highly correlated with actual activity. The collective trademark building intention in this study is defined as the self-commitment and insight of an individual who intends to build a collective fruit trademark and actively undertake it in the future.