Factors affecting Organic Food Purchasing Decisions of Kindergartens in Ho Chi Minh City

Q3 Economics, Econometrics and Finance

Journal of Distribution Science Pub Date : 2020-01-01 DOI:10.15722/JDS.18.7.202007.73

Thi Hong Truong, X. Nguyen

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引用次数: 4

Abstract

Purpose: This research examines the factors that influence organic food purchasing decisions of kindergartens in Ho Chi Minh City, Vietnam. Research Design, Data, and Methodology: A mixed-method research was utilized in this study. It included a focus group of 10 participants and a survey of 304 respondents, (quantitative research) who are employed in the selected kindergartens, using both online and paper surveys based on nonprobability and convenient sampling. The SPSS and SmartPLS 3 software were used to analyze data. Results: a) Eight factors affect the purchase decision of kindergartens; b) Environment Attention, Normative Beliefs, Trust belief on brand, Cost of meal set, and Reference group positively affect Intention behavior; c) Feeling safe positively affect Perceived Quality Product. Perceived quality of product and Intention behavior positively affect organic food Purchase Decision of kindergartens. Conclusion: Eight factors affect organic food purchasing decisions of kindergartens in Ho Chi Minh City. This study offers recommendation and solutions for a stable output of organic products in Vietnam, and ways to popularize them within the community.

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胡志明市幼儿园有机食品购买决策的影响因素

目的:本研究探讨影响越南胡志明市幼儿园有机食品购买决策的因素。研究设计、资料及方法:本研究采用混合方法研究。它包括10名参与者的焦点小组和304名受访者的调查(定量研究)，他们受雇于选定的幼儿园，采用非概率和方便抽样的在线和纸质调查。采用SPSS和SmartPLS 3软件对数据进行分析。结果:a) 8个因素影响幼儿园的购买决策;b)环境注意、规范信念、品牌信任信念、套餐成本、参照组正向影响意向行为;c)安全感正向影响感知质量产品。产品感知质量和意向行为正向影响幼儿园有机食品购买决策。结论:影响胡志明市幼儿园有机食品购买决策的因素有8个。本研究为越南有机产品的稳定生产提供建议和解决方案，以及如何在社区内推广有机产品。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Distribution Science Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

1.50

自引率

0.00%

发文量

审稿时长

16 weeks

期刊介绍： JDS publishes original research analysis and inquiry into issues in distribution. JDS is an international peer-reviewed journal, which is devoted to contemporary issues of distribution, logistics and SCM, transportation, distribution channel management, distribution innovation and information technology, merchandizing and supply, marketing and consumer behavior, manufacturing, and wholesale and retail in the world. JDS publishes monthly in both English and Korean. The aim of JDS is to bring together the latest theoretical and empirical distribution research in the world, and the journal welcomes scholarly/research articles from researchers, practitioners, and scholars throughout the world