Factors affecting consumers' purchasing intention of safe vegetables in HCM city
Abstract
A successful food production is distributing safe product to customer. Nevertheless, recently, almost foods have been identified containing a great source of pathogens and chemicals being over the permission and posing potential threat to human health worldwide. Especially, in Vietnam, all kind of foods from meats to vegetables are being in the bad hygienic conditions because the farmers have been adding a lot of pesticides and poisonous substances to raise the profit and decrease the cost of the products. Many food poisoning cases from Chinese imported vegetables and local sources have been being harmful to not only the customers’ heath but their safety as well. To deal with these serious problems, I have raised an idea to open a start-up company which served modernized and different organic vegetables stores in some traffic districts in Ho Chi Minh city. This start-up plan has promoted me to research the significant factors which would influence to safe vegetables purchase intention in Ho Chi Minh city. This research would be the great contribution for my start- up plan; supporting both me and other existing safe vegetable stores in Ho Chi Minh city make better performances.
The research process is conducted following logical steps. Initial step is building a theoretical framework including independent variables (factors) and researched dependent variable (purchase intention). Next step, questionnaire would be developed and distributed to respondents. Sources and quantitative method would be two main tools to collect the data in this research. Finally, the data would be run and findings will be defined to draw conclusion. There would be some recommendations to help the producers and marketers enhance or adjust their businesses to adapt customers’ need.
The received result is that there are positive influences of Subjective Norms and Perceived Behavior Control to the safe vegetable purchase intention.