| dc.description.abstract | The safety and hygiene of food have become a very serious problem in Vietnam at this
time. Many cases of food poisoning throughout years, mostly from vegetables containing high level
of pesticides and poisonous substance, are extremely worrying consumers. Understanding the
situation as well as the potential for safe vegetable market, many producers try to bring safe
vegetable products to consumers. However, consumers are not really keen on these products proven
by the low consumption of safe vegetable despite the fact that they are really demanding for safe
vegetable sources. Therefore, this research is conducted in order to examining the factors affect
consumers’ purchase intention of safe vegetables as well as provide some recommendations for
producers and the marketers of safe vegetables to make better performance.
The research process is started off with building a theoretical framework including
independent variables (factors) and researched dependent variable (buying intention). Next,
questionnaire will be developed and distributed to the respondents. Data will be collected from
sources, quantitative and qualitative approach. After that, data analysis test is run and findings
will come out for conclusion and recommendations later on.
The results has showed that health consciousness, attitude, subjective norms,
perceived behavioral control have the positive impacts on consumers’ purchase intention of safe
vegetables. | en_US |
