The Impact Of Factors Affecting Organic Food Purchase Intention In The Context Of Ho Chi Minh City

Abstract

In Vietnam, the discussion surrounding organic food has always been one that would pique many people’s interests, and would garner a substantial amount of research since it is believed to offer multiple benefits. By having a deeper understanding of the factors that affect a consumer’s buying decision, organic food suppliers can improve sales and generarte more revenue. Therefore, it is pivotal to analyze and understand the factors that potentially influence a typical consumer’s final decision to buy organic food, especially in Ho Chi Minh city, where population density is extremely high, and the economy is booming. This researchy study aims at promoting the regular consumption of organic food, in hopes that organic food would become a household necessity. With that being the case, this research study was conducted and carried out. Viable data was collected through Facebook groups whose members are deeply interested in healthy diets and lifestyles, as well as collected from the author’s already established relationships. There were 480 participants in the survey, and 350 valid sample results were collected. Participants who do not reside in Ho Chi Minh city, or have no intention of buying organic food would stop the survey after the first few questions. This study utilizes SPSS to analyze the collected data, which helps immensely in understanding which metrics would be the most effective in minimizing risks. The factors that are included in the study such as health, price, trust, subjective norms, availability, and product features all produce valid results and have a degree of impact on consumers’ buying decisions. Through this extensive research, businesses and marketers would have a better comprehension of which factors would have little to no influence on a customer’s buying decision, and vice versa. In terms of organic product retailers and Vietnam’s organic agriculture industry, this research would help tremendously in providing an overview of the food market scene, allowing them to better evaluate their current business and farming model. This study was conducted with the purpose that farmers, parties who are involved in the manufacturing-distributing process, organic food retailers, and the consumers, would get a better quality of life, in terms of health and finances.