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

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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)

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.

Suggested Citation

  • Thi Tuyet Mai Nguyen & Thanh Hung Phan & Hoang Linh Nguyen & Thi Kim Thoa Dang & Ngoc Diep Nguyen, 2019. "Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers," Sustainability, MDPI, vol. 11(17), pages 1-16, September.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:17:p:4773-:d:263113
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    References listed on IDEAS

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    10. Nguyen Phuong Mai & Vo Nam D., 2023. "Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country," Foundations of Management, Sciendo, vol. 15(1), pages 35-50, January.
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