Perception, Intention, and Buying Behavior of Vietnamese Consumers of Organic Food Products

Abstract

This study aimed to explore how consumers perceive organic food products, their behavioral intentions, and actual purchasing behavior toward organic products . This study reviewed the literature on planned behavior theory, emphasizing the link between beliefs and behavior. It has been applied to studies of the relationship between ideas, perception, behavioral intentions, and buying behavior, which is described in the article - the research use of the theory of planned behavior on organic food products. The data used in the study were collected through 344 questionnaires conducted at supermarkets in the Hanoi and HCMC areas using the convenience sampling method. Exploratory factor analysis (EFA) using principal ingredient extraction and varimax rotation was performed to assess consumer perception of organic products. Confirmatory Factor Analysis (CFA) then confirmed four aspects of organic food products perceived by consumers, with a total Variation explained. The findings show that consumers’ perceptions of the product safety, health, environmental friendliness, and animal welfare greatly influence their intention to buy organic food. In contrast, consumers’ perceived quality of organic food products has a negligible impact on their purchase intentions. The actual purchase behavior of organic food products is significantly influenced by the intent to purchase the product. The findings of this study provide valuable information to help marketers develop effective marketing strategies to convince consumers to be interested in organic food and enhance environmentally friendly purchasing behavior in Vietnam. Keywords: customer’s perception, purchase intention, purchase behavior, organic food products. https://doi.org/10.55463/issn.1674-2974.50.8.1