VALUE CHAIN ANALYSIS AND DESIGN OF A SUSTAINABLE CONSUMPTION LINKAGE MODEL FOR PHAN RANG GARLIC IN VINH HAI COMMUNE, KHANH HOA PROVINCE

Keywords: Phan Rang garlic; value chain; SPSS analysis; distribution linkage; origin traceability; specialty agricultural brand.

Phan Rang garlic (Allium sativum L. var. Phan Rang) is an indige-

nous variety with the highest allicin content among domestic Vietnamese

garlic cultivars (1.2-1.8 mg/g fresh weight), cultivated in the arid ecologi-

cal zone of Vinh Hai commune, Khanh Hoa province. The study employs

a mixed-methods approach, surveying 100 respondents across four stake-

holder groups: 45 farming households, 10 distribution agents, 20 buyers

and 25 end consumers, combined with SPSS statistical analysis and Value

Chain Analysis (VCA). Findings confirm that Phan Rang garlic faces a

quality-market paradox: product quality index TC3 = 4.67/5 whereas

distribution linkage TC6 = 1.40/5 and price stability TC7 = 1.87/5;

farmers capture only 22-27% of the final retail price while post-harvest

loss rates reach 15-25%. Pearson correlation analysis shows r(TC6×TC7)

= +0.491, establishing distribution linkage as the most critical strategic

lever for improving price stability. The study proposes a five-tier inte-

grated linkage model combining digital raw material zone management,

brand identity, origin traceability and e-commerce, with a 10-indicator

KPI monitoring framework for 2026-2030.