DETERMINANTS OF CONSUMERS’ PURCHASING INTENTIONS TOWARD ORGANIC FOODS: A STUDY IN HO CHI MINH CITY, VIETNAM

Abstract

   Applying the Theory of Planned Behavior (TPB) this research investigates the factors explaining the purchasing intention of organic food among consumers living in Ho Chi Minh City, Vietnam, and identifies factors influencing their attitude toward buying organic foods. The quantitative method with Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) from 370 valid questionnaires was used. The study found that health consciousness & food safety, environmental consciousness & consumer knowledge, and availability product impact significantly on consumer attitude toward buying organic food; Customer attitude, subjective norm, and perceived behavioral control have a significant influence on their purchasing intention. The findings of the study provide useful information to marketers for increasing organic food's consumption in Vietnam. The findings imply that marketing activity should focus on the change of people's attitude and lifestyles to increase the consumption organic food in Ho Chi Minh City.