Abstract
Promoting sustainable food consumption contributes to the achievement of the United Nation’s Sustainable Development Goals. This study investigated the key determinants of consumer intention to purchase organic meat in an emerging market and a unique model was developed by incorporating environmental concern and guilt with the key components of the Theory of Planned Behavior. This model was then validated by obtaining data from a sample of 402 Vietnamese consumers at five food stores in Ho Chi Minh City, using a paper-based survey. The findings reveal that consumers who are concerned about the environment are likely to formulate favorable attitudes and downplay monetary barriers associated with organic food purchase. In addition, while attitudes and guilt about buying conventional meat have a positive effect on organic meat purchase intention, perceived monetary barriers significantly reduce the intention. These findings highlight both the rational and emotional aspects of organic food purchase intention and have important implications for key stakeholders and the encouragement of organic meat consumption.
Highlights
Encouraging more sustainable food consumption is critical to future sustainability [1,2]
This study contributes to the limited knowledge of organic meat consumption in emerging markets [19] via investigation of consumer attitudes and behavior in Vietnam, which is a sizeable country in the Southeast Asian region
A unique model was initially developed that combined the key components of the Theory of Planned Behavior (TPB), which have been widely used in organic food research [29], with environmental concern and emotion
Summary
Encouraging more sustainable food consumption is critical to future sustainability [1,2]. Fostering the purchase of organic food makes an important contribution to the United Nation’s Sustainable Development Goals, especially those relating to sustainable production and consumption This is because organic agriculture promotes “soil quality, crop rotations, animal and plant diversity, biological processes, and animal welfare, while generally prohibiting irradiation, sewage sludge, genetic engineering, the prophylactic use of antibiotics, and virtually all synthetic pesticides and fertilizers” [3] Key motivators investigated in prior studies include personal factors (e.g., demographics, personal values, concerns about the environment, health and animal welfare, ethical beliefs, lifestyles, attitudes) and socio-cultural influences (e.g., social norms, media influence, cultural values) [5,6,7,8,9,10,11,12]
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