The impact of consumers' attitudes and subjective norm on actual purchase behavior - The case of Vietgap Vegetables
Abstract
Due to high serious problems around food safety and hygiene in Vietnam, this research is motivated to study. Given the Theory of Planned Behavior, the research is conducted to define the impact of consumers' attitude (Health Consciousness, Food Safety, Environment Consciousness, Local Traceability) and Subjective Norm on Actual Purchase Behavior towards VietGAP vegetables through one moderating factor of Purchase Intention. Using quantitative methodology, the target 416 participants living in Ho Chi Minh City are investigated to collect appropriately data for the analysis. Additionally, the software of SPSS (version 23) and SPSS AMOS (version 20) are both use to test the original model, examine the hypotheses and determine the relationship between variables. As a result, due to unfavorable data, Food Safety is eliminated on the final model. Meanwhile, all of the other variables have positively relationship. In more specifically, Health Consciousness, Food Safety, Environment Consciousness, Local Traceability and Subjective Norm variables quite positively affect Purchase Intention and then positively affect Actual Purchase Behavior. Therefore, the research successfully achieved the main objective in demonstrating the impact of consumer's attitudes and subjective norm on consumers' behavior. These findings have significant implications and suggest areas for further research.