| dc.description.abstract | Large amount of chemical pesticide and fertilizer used on vegetables has created concerns about harmful effects of this phenomenon on the eco-system and consumers’ health. This has caused the demand for those vegetable products that are environmentally friendly and safe for consumers to raise. As a result, safe vegegables are introduced to the market and have become more and more familiar to consumers. However, the consumption of these products is not high in comparison with the conventional ones and there are not enough up-to-date studies related to the purchase behavior for safe vegetables in Vietnam. Therefore, this research is conducted to give more insights to the business on safe vegetables by investigating factors that affect the purchase decision. Based on the model of Slamet, Nakayasu, & Bai (2016) and Leong, & Lin (2014), a model is proposed to test the influence of six factors on the Purchase decision including Health consciousness, Price, Perception about safe vegetables, Environment consciousness, Availability of safe vegetables, and Trust for safe vegetable products. The study employs a quantitative approach with the use of SPSS to analyze the data collected from an online survey following the convenience sampling method. From the findings, recommendations are offered to boost the consumption of safe vegetables and suggestions for further studies form the limitation of this research are also mentioned. | en_US |
