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Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country

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  • Nguyen Phuong Mai

    (International School, Vietnam National University Hanoi, VIETNAM)

  • Vo Nam D.

    (FPT University, Da Nang, VIETNAM)

Abstract

This article investigates the predictors of purchase behavior of the generation Z (Gen Z) in the Vietnamese organic food sector. We proposed a research model by extending the theory of planned behavior (TPB) with the motivation–opportunity–ability (MOA) framework to address the gap between purchase intention and behavior in the organic food market. Data from a self-administered online survey with 426 respondents living in the three biggest cities of Vietnam were analyzed in SmartPLS software to test proposed hypotheses. Our findings show that trust is the most crucial factor affecting the purchase behavior of Gen Z in the Vietnamese organic food sector. Notably, perceived barriers (PB) were found to positively influence purchase behavior. The present study suggests the organic food producers and suppliers to change their marketing strategies and policies in response to the demanding Vietnamese Gen Z.

Suggested Citation

  • 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.
    • Handle: RePEc:vrs:founma:v:15:y:2023:i:1:p:35-50:n:2
    DOI: 10.2478/fman-2023-0003
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    References listed on IDEAS

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    More about this item

    Keywords

    organic food; purchase intention; actual purchase behavior; theory of planned behavior; MOA framework; generation Z in Vietnam;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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