SOME KEY FACTORS IMPACTING CUSTOMER’S PURCHASE INTENTION VEGETARIAN FOOD IN VIETNAM

  • Do Phuong Linh
  • Nguyen Quyet
  • Vu Tuan Duong
Keywords: Vegetarian food; customer behaviour; purchase intention; attitude towards use.

Abstract

This study aims to examine the impact of some factors on attitude towards
use and purchase intention vegetarian food in Vietnam. Through the primary
data set collected from 315 customers, the results of analysis SEM model showed
that health consciousness and social norm play an essential role in the attitude
towards use of customers consuming vegetarian food. Meanwhile the impact of
environmental concern on attitude towards use is not clear. Finally, both the
social norm and the attitude towards use show predictability towards a
customer's purchase intention. The research results support vegetarian food
businesses to come up with solutions to promote business activities.

điểm /   đánh giá
Published
2021-10-21
Section
KINH TẾ-XÃ HỘI