| dc.description.abstract | The food safety in Vietnam nowadays concerns consumers greatly. Little chemicals
consumed can cause dangerous sickness like food poisoning or when it is accumulated for
long time in the body can cause many more diseases such as cancer. This has make green
food an ideal product that met consumers’ need and there is chance for producer in doing
business regarding to this product type. There are suggested 5 factors influencing attitude
towards green food, namely health consciousness, environmental consciousness, price
perception, food safety concern, and there are suggested to have four 5 factor affecting
purchase intention: food safety concern, subjective norm, perceived behavioral control and
attitude. By the utilisation of SPSS software, Amos software, qualitative, and quantitative
research, the study provide findings and recommendations for business people intend to do
business in this industry.
After a research is conducted among random 306 citizens who are living in Ho Chi
Minh City, the study finding proved that food safety concern is the strongest factor to drive
people intention favorable towards green food, followed by attiude towards green food,
perceived behavioral control, subjective norm, and price perception. | en_US |
