Title: Organic Foods: What Are the Driving Factors of Purchase Intention?
Abstract: The main objective of this study is to understand the behaviour of organic food consumers and their intention to purchase. The study aims to determine the driving factors influencing consumer behaviour towards organic food in the Vietnamese market. The method used for data collection includes a face-to-face interview and using a structured questionnaire with closed-ended questions. In total, there are a total of 243 valid respondents who are actual consumers of organic products participating in the survey. It has been decided to use various multivariate analyses such as multiple regressions, factor analysis, and cluster analysis with a large sample size. The results indicate that price, taste, environmental concern, nutritional value, certification, and labelling as well as subjective norms positively influence the Vietnamese consumers’ intention to buy organic foods. The findings make an empirical contribution to the literature of organic consumption studies worldwide.
Publication Year: 2020
Publication Date: 2020-11-01
Language: en
Type: article
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Cited By Count: 4
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