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Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers

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  • Thi Tuyet Mai Nguyen

    (Faculty of Business Management, National Economics University, 207 Giai Phong Road, Hanoi 100000, Vietnam)

  • Thanh Hung Phan

    (Faculty of Business Administration, University of Labor and Social Affairs, 43 Tran Duy Hung str., Hanoi 100000, Vietnam)

  • Hoang Linh Nguyen

    (Faculty of Tourism, Hanoi Open University, B01 Nguyen Hien str., Hanoi 100000, Vietnam)

  • Thi Kim Thoa Dang

    (Faculty of Business Management, National Economics University, 207 Giai Phong Road, Hanoi 100000, Vietnam)

  • Ngoc Diep Nguyen

    (Faculty of Business Management, National Economics University, 207 Giai Phong Road, Hanoi 100000, Vietnam)

Abstract

This study aims to investigate some factors influencing purchase intention toward organic food among urban consumers in Vietnam, an Asian emerging economy. The extended Theory of Planned Behavior was used as theoretical framework for this study. In order to test the proposed model and hypotheses, a survey was conducted on a sample including 572 consumers in Hanoi, the capital city of Vietnam. The findings of structural equation modeling indicated that modern self, traditional self, health consciousness, organic-label trust, and subjective norm were significant predictors of attitude toward buying organic food, while environmental concern was not significantly related to attitude. In addition, attitude, subjective norm, and perceived behavioral control toward organic food purchase were found to be positively related to purchase intention. The research findings were discussed and implications for marketers and policy makers were provided.

Suggested Citation

  • Thi Tuyet Mai Nguyen & Thanh Hung Phan & Hoang Linh Nguyen & Thi Kim Thoa Dang & Ngoc Diep Nguyen, 2019. "Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers," Sustainability, MDPI, vol. 11(17), pages 1-16, September.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:17:p:4773-:d:263113
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    References listed on IDEAS

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    Cited by:

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    3. Duong Cong Doanh & Katarzyna Gadomska-Lila & Le Thi Loan, 2021. "Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 935-971, December.
    4. Bente Castro Campos & Xue Qi, 2024. "A literature review on the drivers and barriers of organic food consumption in China," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 12(1), pages 1-27, December.
    5. Md. Mahedi Hasan & Md. Al Amin & Md. Shamsul Arefin & Tanjim Mostafa, 2024. "Green consumers’ behavioral intention and loyalty to use mobile organic food delivery applications: the role of social supports, sustainability perceptions, and religious consciousness," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(6), pages 15953-16003, June.
    6. Xin Shen & Qianhui Xu & Qiao Liu, 2022. "Predicting sustainable food consumption across borders based on the theory of planned behavior: A meta-analytic structural equation model," PLOS ONE, Public Library of Science, vol. 17(11), pages 1-22, November.
    7. Deliberador, Lucas Rodrigues & Santos, Alexandre Borges & Carrijo, Pâmella Rodrigues Silva & Batalha, Mário Otávio & César, Aldara da Silva & Ferreira, Luís Miguel D.F., 2023. "How risk perception regarding the COVID-19 pandemic affected household food waste: Evidence from Brazil," Socio-Economic Planning Sciences, Elsevier, vol. 87(PA).
    8. Sara Sousa & Elisabete Correia & Vera Sá & Clara Viseu & Inês Maduro & Laércia Sousa, 2025. "Egg Consumption Patterns and Sustainability: Insights from the Portuguese Context," Agriculture, MDPI, vol. 15(14), pages 1-22, July.
    9. Anh Thi Van Tran & Nhung Thi Nguyen, 2021. "Organic Food Consumption among Households in Hanoi: Importance of Situational Factors," Sustainability, MDPI, vol. 13(22), pages 1-16, November.
    10. Rosa Angela Fabio & Alessandra Croce & Chiara Calabrese, 2024. "Construction and psychometric properties of the sustainable behavior questionnaire among Italian adults," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(5), pages 4374-4384, October.
    11. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    12. Anca Monica Brata & Aurelia Ioana Chereji & Vlad Dumitru Brata & Anamaria Aurelia Morna & Olivia Paula Tirpe & Anca Popa & Felix H. Arion & Loredana Ioana Banszki & Ioan Chereji & Dorin Popa & Iulia C, 2022. "Consumers’ Perception towards Organic Products before and after the COVID-19 Pandemic: A Case Study in Bihor County, Romania," IJERPH, MDPI, vol. 19(19), pages 1-14, October.
    13. Rodolfo Bernabéu & Margarita Brugarolas & Laura Martínez-Carrasco & Roberto Nieto-Villegas & Adrián Rabadán, 2023. "The Price of Organic Foods as a Limiting Factor of the European Green Deal: The Case of Tomatoes in Spain," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    14. Manuela Vega-Zamora & Manuel Parras-Rosa & Francisco José Torres-Ruiz, 2020. "You Are What You Eat: The Relationship between Values and Organic Food Consumption," Sustainability, MDPI, vol. 12(9), pages 1-13, May.
    15. Thi-Minh-Ngoc Luu, 2024. "What Motivates Generation Z in Vietnam to Purchase Organic Food? An Application of Extended Theory of Planned Behaviour," GATR Journals jmmr328, Global Academy of Training and Research (GATR) Enterprise.
    16. Manh Hung Le & Phuong Mai Nguyen, 2022. "Integrating the Theory of Planned Behavior and the Norm Activation Model to Investigate Organic Food Purchase Intention: Evidence from Vietnam," Sustainability, MDPI, vol. 14(2), pages 1-16, January.
    17. Nguyen Phuong Mai & Vo Nam D., 2023. "Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country," Foundations of Management, Sciendo, vol. 15(1), pages 35-50, January.

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