Analysis of factors affecting consumers’ intention to purchase organic vegetables in Ho Chi Minh City
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Abstract
Food safety is a matter of concern to the society, in which the organic food market is developing very strongly in Ho Chi Minh City in particular and the Vietnam market in general. The study was conducted by interviewing 372 consumers living in the city to analyse the present situation of organic vegetables consumption in the investigated area, to analyse factors affecting the intention to consume organic vegetables and propose measures to develop organic vegetable smarket in Ho Chi Minh City. Data processing methods included Cronbach’s Alpha, EFA, CFA, and SEM. Research results showed that there were four main factors influencing the intention to consume organic vegetables. The most important factor was subjective noms, followed by consumers’ beliefs in organic vegetables, the attitude of consumers towards organic vegetables and consumer’s perception of the price of organic vegetables.
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