Determination of factors influencing Vietnamese consumption of traceable fisheries food: A case study in Ho Chi Minh City

Food contamination and food poisoning have been causing serious problems undermining consumer confidence in Vietnam and traceable food is a potential solution to this problem. This study aimed to determine the factors affecting the intention to use traceable fisheries food and the impact level of each factor based on the "Theory of Planned Behavior" (TPB) model on consumers in Ho Chi Minh City. The Structural Equation Modeling (SEM) method was used to analyze the data of 200 participants who were surveyed through face-to-face interviews at organic food stores, supermarkets, shopping centers, and some other locations in Ho Chi Minh City. Research results showed that customer intention for the consumption of traceable fisheries products is formed mainly based on their attitudes while subjective norms showed an indirect effect on intention through attitude. Although the prediction of intention on traceable fisheries consumption behavior was indicated, perceived behavioral control was the key to actual consumption.