Determinants Of Organic Food Purchasing Behavior: A Case Study From Ho Chi Minh City

Abstract

In recent years, a new trend known as organic production impacts positively to consumer awareness of health and environmental issues in developing nations. However, the variables influencing customers' intentions to buy organic food in developing countries are not well understood. The theoretical framework used in the study is the Theory of Planned Behaviour (Ajzen, 1991) and the study's goal was to ascertain the impacts of perceived value, subjective norms, and trust on consumers' intention and behaviour toward buying organic food. Additionally, it examined the mediating function of purchasing intention toward organic food in the relationship of perceived value and organic food purchase behaviour as well as trust and organic food buying behaviour. The research, collecting data from Ho Chi Minh City residents who are young adults (18 to 30 years old) and familiar with organic food, took place from November 1st, 2023, to December 15th, 2023. This study uses a quantitative technique, and the built questionnaire will be sent through an online survey form. Through Smart PLS 4.0 software, bootstrapping and partial least square structural equation model (PLS-SEM) were utilised to examine data from 285 respondents. The research's data findings indicated that buy intention towards organic food were positively correlated with perceived values, trust, subjective standards; perceived value, trust, and purchase intention are factors impacting on organic food purchase behaviour; as well identified the organic food buy intention’s mediating role. The results expand the research on consumer behaviour around organic food, especially in developing nations. They will also assist in implementing the marketing plan for the expansion of this industry