FACTORS AFFECTING TO SAFE FOOD PURCHASE INTENTION OF CONSUMERS IN CENTRAL DISTRICT OF HOCHIMINH CITY

Abstract

Foods not safe, are sold a lot in street small shops and vendor load. Food poisoning cases are still occurring, consumers of Hochiminh City increase purchase intention, then purchase decision to buy safe food. Basing on the survey of 230 consumers in some central districts of the city. The data was processed using SPSS 20. The study indentified seven factors affecting purchase intention to safe food consist of Attitudes towards the environment; Health consideration; Perceived prices; Perceived Quality; Product availability, Normative and Mass media. Accordingly, 7 managerial implications are derived from the research results. Hopefully, these implications, if implemented by businesses, will increase the purchase intention of safe food of the city residents.