Determinants Influencing Consumers' Intention to Buy Food Safety in Hanoi

Abstract

Food safety is one of Asian consumers' primary concerns (Latip et al., 2020), and it has a significant impact on consumers’ buying decisions in countries where food safety and health are prioritized (Prentice et al., 2019). This study investigates the determinants of buying intention towards food safety in Hanoi, Vietnam, through a modification of the theory of planned behavior. Drawing on an online questionnaire survey from 179 respondents in Hanoi city during 2022, the empirical results revealed that attitude toward food safety (Att), attention to the environment (Ev), and health care (He) significantly affect intention to buy safe food (Int). Implications and guidelines are discussed for policymakers and practitioners. The findings of this article are of special value for public and private organizations that manage and market food safety.