Abstract
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.
Highlights
The extant literature has noted the rapid and accelerating growth of the global organic food market [1,2]
We examine the role of traditional self and modern self, important and interesting individual difference variables that are associated with the Asian transitional economies [12]
With regard to the impact of perceptions of self, as expectation, our findings showed that both traditional self and modern self were significantly related to ATT, of which MS was found to have a stronger prediction power
Summary
The extant literature has noted the rapid and accelerating growth of the global organic food market [1,2]. The demand for organic food that used to be prominent in the developed countries has been significantly increasing in the context of emerging economies which are facing serious environmental problems and unsustainable consumption [3,4]. Vietnam enjoys one of the world’s most dynamic economies [12] and is an important emerging market in Southeast Asia, with both remarkable development record and numerous challenges, including unsustainable consumption and environmental degradation [13,14]. Similar to many other emerging economies, in Vietnam, the organic food market is still at the early stage of development. Due to significant growth in both demand and supply sides, the topics pertaining to organic food consumption have attracted increasing research attention [3,15,16]
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
