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Investigation of the Gen Z Intention Toward Organica’s Products Purchase in Ho Chi Minh City, Vietnam

In: Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era

Author

Listed:
  • Tuong Vi Thi Tran

    (Industrial University of Ho Chi Minh City, Faculty of Business Administration)

  • Han Nguyen Gia Tran

    (University of Finance – Marketing, Department of International School)

  • Quang Nhut Ho

    (Advisor of Board of Rectors, Estern International University)

  • Hoai Anh Duc Nguyen

    (Ho Chi Minh City University of Foreign Languages – Information Technology, Faculty of Business Administration)

Abstract

Green consumerism is rising in countries like Vietnam, the United States, and Germany due, in part, to personal health concerns. Organic food, free from chemicals, pesticides, and chemical fertilizers, is becoming more accessible. This study, conducted in Ho Chi Minh City, aimed to identify factors influencing young consumers’ purchase intention for organic food, finding that attitude, perceived behavioral control, and perceived environmental action positively influence customers’ purchase decisions. However, low-faith individuals had no impact. The study employed the Theory of Planned Behavior (TPB) model and survey data from 383 Gen Z consumers. Factors influencing consumers’ desire to purchase organic food were identified as social media, perceived behavior, product price, product quality, and product expertise. These findings help companies like Organica better understand consumers’ reasons for purchasing organic products, thereby improving efficiency in operations and accelerating revenue expansion.

Suggested Citation

  • Tuong Vi Thi Tran & Han Nguyen Gia Tran & Quang Nhut Ho & Hoai Anh Duc Nguyen, 2026. "Investigation of the Gen Z Intention Toward Organica’s Products Purchase in Ho Chi Minh City, Vietnam," Springer Proceedings in Business and Economics, in: Zafar U. Ahmed & Nhat Tan Pham (ed.), Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era, pages 355-375, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-24745-2_19
    DOI: 10.1007/978-3-032-24745-2_19
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