Factors Affecting Green Food Purchase Intention in Ho Chi Minh City, Vietnam

Abstract

This study was carried out with four basic objectives: Identification of factors influencing consumer's preference for safe vegetables; Measuring the impact of different factors on the consumer's intention to choose safe vegetables; Comparison of the impact of factors on consumers' buying intentions of safe vegetables in Ho Chi Minh City and Dong Nai and Give some suggestions and administrative implications. Through a two-stage preliminary study and formal research with sample data, 414 samples were collected from consumers who used safe vegetables in Ho Chi Minh City and Dong Nai for 3 years or more. The author used SPSS20 to test the scale using the Cronbach's Alpha coefficient, exploratory factor analysis (EFA), AMOS20 software for CFA, Linear Structural Analysis (SEM), Bootstrap Test, and Multivariate Analysis. Based on the results of the analysis, there are five factors that affect the consumer's buying intention in the selection of safe vegetables. They are: subjective norm, health consciousness, the masses media, concern over food safety, and trust in labeling. Among these five factors, the strongest influence is the masses media (Sig = 0.000, β = 0.317), second is health consciousness (Sig = 0.000, β = 0.279). At the same time, the impact of factors on the intention of buying vegetables safely between consumers in Dong Nai and Ho Chi Minh City is different. In Dong Nai, the factor of concern about food safety has no effect on intention. In Ho Chi Minh City, the factor of trust in labeling has no effect on the intention to buy safe vegetables. In addition, the multi-group analysis showed no difference in intention to purchase safe vegetables among gender groups, age, and income.