Organic Food Choices: Examining The Role Of Knowledge And Subjective Norms In Ho Chi Minh City

Abstract

Purpose: This study examines how the Theory of Planned Behavior (TPB), with the added element of health consciousness, can predict the intention to purchase organic food. It specifically investigates the direct and moderating influence of subjective norms on attitudes, perceived behavioral control, and the intention to buy organic food. Additionally, the research explores how knowledge affects the relationships between attitudes, perceived behavioral control, subjective norms, health consciousness, and the intention to purchase organic food. Design: In Ho Chi Minh City, information is gathered from over 200 respondents using non-probability sampling methods. Data are acquired to assess hypotheses produced from the outer and inner models using Partial Least Squares techniques. Findings: The study found that social influence (subjective norms) significantly affects the relationship between attitudes, perceived control, and the intention to purchase organic food. Social norms were also found to directly influence attitudes towards buying organic food. In addition, knowledge was found to significantly affect the relationship between attitudes, perceived control, health consciousness, and the intention to purchase organic food. Practical implications: This research offers valuable insights for both academics and marketers. Academics can delve deeper into the roles of social influence and knowledge to better understand how they affect the factors that lead to consumer behavior. Marketers can utilize these findings to target influential individuals and groups to increase the demand for organic food. Additionally, providing consumers in Ho Chi Minh City with more information about organic food can further boost dema