Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers

Hoang Viet Nguyen, Ninh Nguyen, Bach Khoa Nguyen and Steven Greenland
Additional contact information
Hoang Viet Nguyen: Department of Research Administration, Thuongmai University, Hanoi 100000, Vietnam
Ninh Nguyen: Department of Economics, Finance and Marketing, La Trobe Business School, Bundoora, VIC 3086, Australia
Bach Khoa Nguyen: Business Sustainability Research Group, Thuongmai University, Hanoi 100000, Vietnam
Steven Greenland: Asia Pacific College of Business and Law, Charles Darwin University, Darwin, NT 0800, Australia

Sustainability, 2021, vol. 13, issue 2, 1-15

Abstract: Promoting sustainable food consumption contributes to the achievement of the United Nation’s Sustainable Development Goals. This study investigated the key determinants of consumer intention to purchase organic meat in an emerging market and a unique model was developed by incorporating environmental concern and guilt with the key components of the Theory of Planned Behavior. This model was then validated by obtaining data from a sample of 402 Vietnamese consumers at five food stores in Ho Chi Minh City, using a paper-based survey. The findings reveal that consumers who are concerned about the environment are likely to formulate favorable attitudes and downplay monetary barriers associated with organic food purchase. In addition, while attitudes and guilt about buying conventional meat have a positive effect on organic meat purchase intention, perceived monetary barriers significantly reduce the intention. These findings highlight both the rational and emotional aspects of organic food purchase intention and have important implications for key stakeholders and the encouragement of organic meat consumption.

Keywords: sustainable food consumption; organic food; organic meat; purchase intention; attitudes; subjective norms; emotions; guilt; monetary barriers; emerging markets; Vietnam (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
https://www.mdpi.com/2071-1050/13/2/953/pdf (application/pdf)
https://www.mdpi.com/2071-1050/13/2/953/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:2:p:953-:d:482688

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().