Factors affecting green food purchase intention in Ho Chi Minh city

Abstract

This study adopts Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) to measurefactors affecting green food purchase intention in Ho Chi Minh city (HCMC). The survey data was collected from197 students during the period of 1st to 20th September, 2017. Testing the conceptual model by Structural EquationModeling (SEM), we find that perceived usefulness of green food and perceived ease of purchase impact onattitudes towards green food purchase. We also find that subjective norm, perceived usefulness of green food,attitudes towards green food purchase are positively associated with green food purchase intention. From theresearch findings, some recommendations are proposed accordingly.