Factors affecting intention to purchase organic food among customers in Ho Chi Minh City

Abstract

Nowadays, the concept of organic food is no stranger to consumers. People are beginning to be aware of the importance of consuming natural, clean and healthy food that is so important in everyday life. The research aims to identify factors such as awareness of food safety, health consciousness, quality, environment and price and its impact onthe customer purchase intention in Ho Chi Minh City. The findings of the study indicated that out of the five factors mentioned above, food safety and health consciousness influenced the customer purchase intention. The remaining factors have also been shown to have little effect on customers’buying intentions. As intention to purchase is an important indicator of future organic food consumption, policymakers and marketers may draw on these results when attempting to promote the organic food consumption market in Ho Chi Minh City.

Keywords

• thực phẩm hữu cơ
• ý thức sức khỏe
• an toàn thực phẩm
• chất lượng