Open innovation and the intention to switch to selling organic food products of business households

Purpose. This study aims to assess the intention of business household owners to switch from selling traditional food products to organic food products using the case of three northern mountainous provinces of Vietnam. The research evaluates how behavioural factors and external knowledge acquisition shape this transition within a resource-constrained business environment. Methodology / approach. Data were collected from 257 businesses household. Structural equation modelling (SEM) was employed to examine the direct effects of attitude, subjective norms, perceived behavioural control, and open innovation on switching intention. In addition, mediation effects were tested using the Sobel test to verify indirect pathways through attitude and perceived behavioural control. This methodological design enables a rigorous assessment of behavioural and knowledge-driven mechanisms underlying business transformation. Results. Attitude, subjective norms, and perceived behavioural control all significantly enhance the intention to switch to organic food sales. Open innovation also positively influences this intention both directly and indirectly. Across market channels, organisational channels, and community channels, external knowledge access strengthens confidence, market understanding, and willingness to adopt organic business models. Originality / scientific novelty. This study is among the first to integrate the Theory of Planned Behaviour with the open innovation framework to explain business model transition in micro-entrepreneurial settings. It expands open innovation theory to household-based commerce in remote mountainous regions and extends TPB from consumer decision-making to sustainable business transformation. Practical value / implications. The findings indicate that enhancing access to market information, technical knowledge, and collaborative learning platforms can accelerate organic food adoption among household enterprises. Policymakers and support agencies should prioritise training programmes, awareness campaigns, and network facilitation to strengthen capability development and promote sustainable rural entrepreneurship.