This study aims to investigate some factors influencing purchase intention toward organic food among urban consumers in Vietnam, an Asian emerging economy. The extended Theory of Planned Behavior was used as theoretical framework for this study. In order to test the proposed model and hypotheses, a survey was conducted on a sample including 572 consumers in Hanoi, the capital city of Vietnam. The findings of structural equation modeling indicated that modern self, traditional self, health consciousness, organic-label trust, and subjective norm were significant predictors of attitude toward buying organic food, while environmental concern was not significantly related to attitude. In addition, attitude, subjective norm, and perceived behavioral control toward organic food purchase were found to be positively related to purchase intention. The research findings were discussed and implications for marketers and policy makers were provided.

PurposeThe rising food demand around the globe goes hand in hand with the rapid development of the agriculture industry. However, this development at the same time has detrimental effects on the natural environment. Hence, promoting ecological strategies in agriculture is essential for environmental sustainability. This study aims to investigate the institutional determinants of ecological strategies adopted by agricultural exporting firms and how these strategies enhance the firms' competitive advantage and financial performance.Design/methodology/approachA survey was conducted to collect data from 218 managers of agricultural exporting companies in Vietnam, which is a major exporter of agricultural products. The data were analyzed using different techniques including partial least squares structural equation modeling (PLS-SEM).FindingsThe results reveal that market pressure, regulatory pressure and competitive pressure motivate the adoption of ecological strategies among the surveyed agricultural exporting firms. Furthermore, such strategies help these firms obtain competitive advantage, which in turn increases their export financial performance. In addition, larger firms, compared to smaller firms, are more likely to adopt ecological strategies.Originality/valueThis study contributes to the literature by developing and validating a unique model examining the institutional pressures of ecological strategies and their outcomes in export markets. The study extends current knowledge about ecological exporting strategies for agricultural products, and its findings have several managerial and policy implications for promoting these strategies among agricultural exporting firms in emerging countries like Vietnam.

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