Determinants of organic food purchasing intention: an empirical study of local consumers in Da Nang city, Central Vietnam

Abstract

With the rapid economic development in the past decades, Vietnamese people are more and more aware of the role of safe food for their health and that of their families. Currently, the trend of organic food consumption is happening faster, especially in urban areas. The study aims to determine the influence of transparent information and knowledge about organic products on consumers' attitudes, trust, and subjective norms affecting their purchase intention of organic products. Data were collected from 420 consumers in Da Nang city, Central Vietnam. Exploratory Factor Analysis (EFA) method and Structural Equation Modeling (SEM) were used to evaluate the scale's reliability and identify the impact factors. The results show that attitudes and trust have a positive relationship with the intention to buy organic food. In addition, research shows that trust is a predecessor of attitudes and mediates the relationship between information, knowledge about organic food, and intention to buy organic food. The study's findings are consistent with previous literature and provide implications for food managers, organic food businesses, and the community.

Unraveling the complexity of the organic food market: Indonesian consumer perspective on price and product knowledge

“…This is echoed in the findings of Gundala and Singh (2021) in the United States, where consumer knowledge was similarly observed to impact attitudes towards organic food choices. Conversely, Mai et al (2023) found that consumer knowledge did not significantly affect attitudes towards organic food in Vietnam. These discrepancies highlight a need for further research in this area.…”

Understanding the cross-cultural chicken consumers' behavior

“…Detailed descriptions of the measurement scales and their sources are as follows. We employed five items from Kung et al (2021) and Javeed et al (2022) to examine BF and three items to measure BA (Mai et al 2023;Kamboj et al 2023). We used three elements from Chang and Chen (2022) and Mai et al (2023) to measure SN, four items from Song et al (2017) and Shen and Chen (2020) to examine BC, and evaluated PI using three elements from Ruangkanjanases et al (2020) and Wang et al (2022a).…”

“…We employed five items from Kung et al (2021) and Javeed et al (2022) to examine BF and three items to measure BA (Mai et al 2023;Kamboj et al 2023). We used three elements from Chang and Chen (2022) and Mai et al (2023) to measure SN, four items from Song et al (2017) and Shen and Chen (2020) to examine BC, and evaluated PI using three elements from Ruangkanjanases et al (2020) and Wang et al (2022a). UA was measured using four items from Matharu et al (2023) and Jiang and Kassoh (2022), and we used four elements from Roseira et al (2022) and Asif et al (2018) to measure APB.…”

“…In nutritional psychology and food safety studies, the TPB has been the primary framework used to investigate food purchase behaviour (Nguyen et al 2021;Jiang and Kassoh 2022;Mai et al 2023); therefore, this study employs a TPB model to explore Chinese and Sierra Leonean consumers' CM APB. The TPB model is a modified variant of the theory of reasoned action (TRA) (Ajzen 1991) that predicts consumers' APB by incorporating perceived BC (PBC) into the TRA.…”

“…A positive BA towards CM is a primary premise that drives chicken meat PI (Ajzen 1991;Kamboj et al 2023). According to the TPB, consumers' attitude is an essential component of behavioural intention, and a stronger BA indicates a stronger intention towards APB (Mai et al 2023). Previous empirical research has demonstrated that BA positively influences PI and APB (Ruangkanjanases et al 2020;Iqbal et al 2021;Ling et al 2021;Nguyen et al 2021;Assefa et al 2023).…”