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Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers

Thi Tuyet Mai Nguyen (), Thanh Hung Phan (), Hoang Linh Nguyen (), Thi Kim Thoa Dang () and Ngoc Diep Nguyen ()
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Thi Tuyet Mai Nguyen: Faculty of Business Management, National Economics University, 207 Giai Phong Road, Hanoi 100000, Vietnam
Thanh Hung Phan: Faculty of Business Administration, University of Labor and Social Affairs, 43 Tran Duy Hung str., Hanoi 100000, Vietnam
Hoang Linh Nguyen: Faculty of Tourism, Hanoi Open University, B01 Nguyen Hien str., Hanoi 100000, Vietnam
Thi Kim Thoa Dang: Faculty of Business Management, National Economics University, 207 Giai Phong Road, Hanoi 100000, Vietnam
Ngoc Diep Nguyen: Faculty of Business Management, National Economics University, 207 Giai Phong Road, Hanoi 100000, Vietnam

Sustainability, 2019, vol. 11, issue 17, 1-1

Abstract: This study aims to investigate some factors influencing purchase intention toward organic food among urban consumers in Vietnam, an Asian emerging economy. The extended Theory of Planned Behavior was used as theoretical framework for this study. In order to test the proposed model and hypotheses, a survey was conducted on a sample including 572 consumers in Hanoi, the capital city of Vietnam. The findings of structural equation modeling indicated that modern self, traditional self, health consciousness, organic-label trust, and subjective norm were significant predictors of attitude toward buying organic food, while environmental concern was not significantly related to attitude. In addition, attitude, subjective norm, and perceived behavioral control toward organic food purchase were found to be positively related to purchase intention. The research findings were discussed and implications for marketers and policy makers were provided.

Keywords: organic food; perceptions of self; health consciousness; environmental concern; trust; Vietnam (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2019
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