Investigation of the Gen Z Intention Toward Organica’s Products Purchase in Ho Chi Minh City, Vietnam

Tuong Vi Thi Tran (), Han Nguyen Gia Tran (), Quang Nhut Ho () and Hoai Anh Duc Nguyen ()
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Tuong Vi Thi Tran: Industrial University of Ho Chi Minh City, Faculty of Business Administration
Han Nguyen Gia Tran: University of Finance – Marketing, Department of International School
Quang Nhut Ho: Advisor of Board of Rectors, Estern International University
Hoai Anh Duc Nguyen: Ho Chi Minh City University of Foreign Languages – Information Technology, Faculty of Business Administration

A chapter in Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era, 2026, pp 355-375 from Springer

Abstract: Abstract Green consumerism is rising in countries like Vietnam, the United States, and Germany due, in part, to personal health concerns. Organic food, free from chemicals, pesticides, and chemical fertilizers, is becoming more accessible. This study, conducted in Ho Chi Minh City, aimed to identify factors influencing young consumers’ purchase intention for organic food, finding that attitude, perceived behavioral control, and perceived environmental action positively influence customers’ purchase decisions. However, low-faith individuals had no impact. The study employed the Theory of Planned Behavior (TPB) model and survey data from 383 Gen Z consumers. Factors influencing consumers’ desire to purchase organic food were identified as social media, perceived behavior, product price, product quality, and product expertise. These findings help companies like Organica better understand consumers’ reasons for purchasing organic products, thereby improving efficiency in operations and accelerating revenue expansion.

Keywords: organic food; sustainability; health awareness; environmental awareness; social media; purchase intention (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24745-2_19

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DOI: 10.1007/978-3-032-24745-2_19

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