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Organic Food Consumption among Households in Hanoi: Importance of Situational Factors

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  • Anh Thi Van Tran

    (Faculty of Finance and Banking, VNU University of Economics and Business, Hanoi, Vietnam)

  • Nhung Thi Nguyen

    (Faculty of Finance and Banking, VNU University of Economics and Business, Hanoi, Vietnam)

Abstract

The promotion of sustainable consumption plays an extremely important role in Vietnam’s National Green Growth Strategy. However, despite an increase in concerns about environmental issues, eco-friendly buying behaviors in general and organic food consumption in particular are still unpopular among Vietnamese consumers, leading to a question about the importance of situational factors, which this article focuses on. Based on attitudes; subjective norms; perceived norms, which are mentioned in the theory of planned behavior (TPB) and consumer choice theory; and social norms from social categorization theory, the research created a questionnaire and then sent it to respondents who were in charge of buying food for their family in Hanoi. Then, 423 of the 570 responses received were used to create the structural equation model (SEM) with four distinct stages in AMOS statistical software, which evidences the crucial role of situational factors. Subjective norms and social norms have the highest positive impact on organic food purchase among households in Hanoi. Moreover, households’ organic food purchase is also positively affected by perceived behavior control and the availability of products but negatively affected by the price of products, which strongly fits with TPB, social categorization theory, and other studies. In particular, there is no evidence about relationships between knowledge of or attitude toward organic food and family income and organic food purchase among households in Hanoi. In addition, age and education status do not have any impact on respondents’ behavior in organic food purchase in this city. Finally, the authors propose some suggestions to promote organic food consumption among households in Hanoi. First is that businesses specializing in the production and supply of organic products should focus on customer care activities, innovate business models, and advertise to attract customers to use organic products. Second is that the government should issue regulations to encourage businesses to invest in the research and production of organic products as well as implement strict regulations to penalize violations in the production and supply of organic products.

Suggested Citation

  • Anh Thi Van Tran & Nhung Thi Nguyen, 2021. "Organic Food Consumption among Households in Hanoi: Importance of Situational Factors," Sustainability, MDPI, vol. 13(22), pages 1-16, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12496-:d:677653
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    References listed on IDEAS

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    2. Landisoa Rabeson & Corina Paraschiv & Laurent Bertrandias & Régis Chenavaz, 2022. "Couple Ethical Purchase Behavior and Joint Decision Making: Understanding the Interaction Process and the Dynamics of Influence," Sustainability, MDPI, vol. 14(13), pages 1-19, July.
    3. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    4. Yan-Shiang Chiou & Pei-Ing Wu & Je-Liang Liou & Ta-Ken Huang & Chu-Wei Chen, 2023. "What Is the Willingness to Pay for a Basket of Agricultural Goods? Multi-Features of Organic, Animal Welfare-Based and Natural Products with No Additives," Agriculture, MDPI, vol. 13(9), pages 1-19, September.

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