Young Adults’ Anti-Consumption Tendencies toward Organic Foods in Vietnam: The Mediating Role of Self-Efficacy

Abstract

This study aims to shed light on the determinants of organic food purchase intention in Vietnam. It provides novel insights by demonstrating that perceived value and perceived quality significantly influence purchase intention, while price does not. Moreover, the study unravels the critical mediating role of self-efficacy between price, perceived value, perceived quality, and purchase intention. These findings carry significant implications for marketers and advertising professionals as they offer insights into how promoting the perceived value and quality of organic food over price can drive purchase intention. Additionally, the research reveals how self-efficacy affects consumer behavior, highlighting the need to design effective interventions that improve self-efficacy to increase organic food consumption in Vietnam. Thus, this study has significant practical implications for marketers and policymakers who seek to reduce anti-consumption behavior toward organic food and promote its cultivation and marketing in Vietnam.