No abstract

Along with the development of the Internet and technology, food retailers have increasingly adopted online channels that enable consumers to buy food products online. This research aims to investigate the factors that influence consumer attitude and intention towards online food purchasing. A research framework was developed by combining the technology acceptance model with website trust, which is an important facilitator of online shopping. Using an online survey, data were obtained from 319 online food shoppers in an Asian emerging economy, i.e., Vietnam. Results from structural equation modeling show that perceived usefulness, perceived ease of use, and website trust are important drivers of attitude towards online food purchasing. Among these drivers, perceived ease of use has the greatest impact on attitude. Additionally, attitude and website trust exert a direct and positive effect on intention towards online food purchasing. Taken together, these findings have important managerial implications for key stakeholders, such as online food retailers, associations, and policy makers. One key implication is that online food sellers must endeavor to make their websites simple to use, easy to navigate, reliable, and secure. Several potential caveats for future research studies are also presented in this paper.

Environmental degradation is one of the most serious issues impacting our lives and those of future generations. In this respect, several studies on pro‐environmental behaviour have investigated the attitude–behaviour relationship of consumers. This study builds on previous models and examines the influence of four relevant determinants, i.e. consumers' perceptions associated with environmental concern, ecological effect, perceived consumer effectiveness (PCE) and moral obligation on their pro‐environmental behaviour. The data were collected from consumers in Vietnam, where there are serious environmental issues. The findings suggest that all the four determinants influenced consumers' conservation behaviour, albeit each in varying strengths. The most influential determinant was PCE, followed by ecological effect, environmental concern and finally moral obligation. The findings of this study have important academic and practical implications. Government and private environmental and sustainability campaigners, especially in Vietnam, would be well advised to use these findings in developing and designing new policies and initiatives aimed at enhancing consumers' pro‐environmental behaviour. Copyright © 2016 John Wiley & Sons, Ltd.

The purpose of this study is to investigate the impact of marketing mix elements on food buying behavior of supermarket consumers in Vietnam. Empirical evidence from 222 participants shopping at five supermarkets validates a theoretical model, indicating a significant positive relationship between marketing mix variables and food purchasing behavior. Results reveal that product factor exerts greatest influence on consumer buying decision, followed by shopping convenience, store atmosphere, price, promotion and personnel respectively. These findings contribute to the literature relating to retail marketing and have marketing implications for bringing traffic into supermarkets and increasing sales.