Open AccessConsumer’s behavior towards organic food: A case study in Ho Chi Minh City
Author(s) -
Hoa T. T. Ha
Publication year - 2020
Publication title -
the journal of agriculture and development/the journal of agriculture and develoment/nông nghiệp và phát triển
Language(s) - English
Resource type - Journals
eISSN - 2615-949X
pISSN - 2615-9503
DOI - 10.52997/jad.2.02.2020
Subject(s) - ho chi minh , structural equation modeling , consumption (sociology) , food consumption , psychology , consumer behaviour , test (biology) , marketing , advertising , business , social psychology , economics , mathematics , agricultural economics , socioeconomics , statistics , low income , sociology , social science , paleontology , biology
This study aimed to examine factors influencing consumers’ behavior towards organic food. Structural equation modelling (SEM) was used to test the relationships between the factors through data collected from 450 consumers in Ho Chi Minh City. Research results showed that consumption intention had the greatest direct impact on consumer behavior. Subjective norms had the strongest influence on consumption intention, followed by the attitude towards organic food. In addition, the price of organic food was a barrier to consumption intention towards this food. At the same time, the results of the multi-group analysis showed that the relationships in the models were not significantly different between male and female, but significantly different among income groups.