Organic Food Purchases in an Emerging Market: The Influence of Consumers’ Personal Factors and Green Marketing Practices of Food Stores

Hoang Viet Nguyen, Ninh Nguyen, Bach Khoa Nguyen, Antonio Lobo and Phuong Anh Vu
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Hoang Viet Nguyen: Department of Research Administration, Thuongmai University, Hanoi 100000, Vietnam
Ninh Nguyen: Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, La Trobe University, Melbourne, VIC 3086, Australia
Bach Khoa Nguyen: Faculty of Marketing, Thuongmai University, Hanoi 100000, Vietnam
Antonio Lobo: Department of Management and Marketing, Swinburne Business School, Swinburne University of Technology, Melbourne, VIC 3122, Australia
Phuong Anh Vu: Faculty of Marketing, Thuongmai University, Hanoi 100000, Vietnam

IJERPH, 2019, vol. 16, issue 6, 1-17

Abstract: The consumption of food has a significant impact on the environment, individuals and public health. This study aims to investigate the integrative effects of consumers’ personal and situational factors on their attitude and purchase behavior of organic meat. The consumption of this product has been widely regarded as contributing towards sustainable food practices. The study was conducted in an emerging market economy, i.e., Vietnam. Data were collected using a customized and validated survey instrument from a sample of 609 organic meat consumers at four food outlets in Hanoi. The findings suggested that consumers’ concerns regarding the environment, health, food safety and their knowledge of organic food, all significantly impacted their attitude towards the purchase behavior of organic meat. Interestingly, their positive attitude did not necessarily translate into their actual purchase of organic meat. Additionally, food stores’ green marketing practices significantly enhanced consumers’ actual purchase behavior. Conversely, premium prices of organic meat were certainly a deterrent for the actual purchase of organic meat. The findings of this study have several important implications for organic food producers, retailers, policy makers and socio-environmental organizations that seek to develop intervention strategies aimed at increasing organic meat consumption in Vietnam.

Keywords: organic food; green marketing; food stores; personal factors; contextual factors; environmental influences; price barriers; emerging market; Vietnam (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (19)

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