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Research on Vietnamese Consumer Behaviour Towards Organic Products at Mini Supermarkets

In: Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

Author

Listed:
  • Nguyen Tai Vuong

    (Hanoi University of Science and Technology, School of Economics and Management)

  • Nguyen Thi Thu Thuy

    (Hanoi University of Science and Technology, School of Economics and Management)

  • Nguyen Thi Nhu Van

    (Electric Power University, Industrial and Energy Management Faculty)

  • Nguyen Hoang Lan

    (Hanoi University of Science and Technology, School of Economics and Management)

Abstract

This study explores and analyses the factors affecting consumers’ buying behaviour towards organic food at a mini supermarket, thereby proposing some implications. Partial least squares structural equation modelling was used to test the study hypotheses. Data was collected by surveying customers who had experienced consuming organic products at the mini supermarket. The testing outcomes demonstrated that seven of the eight proposed hypotheses were supported. Price sensitiveness is the only variable in the model that showed a positive link to consumers’ purchase behaviour but no significant relationship with consumers’ purchase intention. From a practical perspective, the study suggests several important implications for marketers and mini supermarket owners to encourage their customers to buy organic food. This study provides important insights into the widely recognized yet little-researched topic of consumers’ behaviour towards organic food.

Suggested Citation

  • Nguyen Tai Vuong & Nguyen Thi Thu Thuy & Nguyen Thi Nhu Van & Nguyen Hoang Lan, 2023. "Research on Vietnamese Consumer Behaviour Towards Organic Products at Mini Supermarkets," Advances in Economics, Business and Management Research, in: Eva Hotnaidah Saragih & Rike Penta Sitio & Rosita Fitriyani & Dhinar Silalahi & Yeneneh Tamirat Nega (ed.), Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), pages 553-567, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-076-3_44
    DOI: 10.2991/978-94-6463-076-3_44
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