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Factors affecting green food purchase intention in Ho Chi Minh City

Author

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  • Nguyen Thi Thanh Van

    (Ho Chi Minh City University of Technology and Education, Vietnam)

  • Nguyen Thien Duy

    (The University of Economics Ho Chi Minh City, Vietnam)

  • Pham Tien Dung

    (The University of Economics Ho Chi Minh City, Vietnam)

Abstract

This study adopts Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) to measure factors affecting green food purchase intention in Ho Chi Minh city (HCMC). The survey data was collected from 197 students during the period of 1st to 20th September, 2017. Testing the conceptual model by Structural Equation Modeling (SEM), we find that perceived usefulness of green food and perceived ease of purchase impact on attitudes towards green food purchase. We also find that subjective norm, perceived usefulness of green food, attitudes towards green food purchase are positively associated with green food purchase intention. From the research findings, some recommendations are proposed accordingly.

Suggested Citation

  • Nguyen Thi Thanh Van & Nguyen Thien Duy & Pham Tien Dung, 2018. "Factors affecting green food purchase intention in Ho Chi Minh City," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 8(1), pages 50-64.
    • Handle: RePEc:bjw:econen:v:8:y:2018:i:1:p:50-64
    DOI: 10.46223/HCMCOUJS.econ.en.8.1.172.2018
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    References listed on IDEAS

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    3. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
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