Factors affecting the purchase intention toward organic products in Ho Chi Minh City
Abstract
In the recent years, a new trend called Organic Production has created numbers
of positive impacts on the customers’ environmental concern as well as the Health
Consciousness among developing countries. This study was conducted for the purpose of
measuring the customers’ purchase intention toward Organic Products. Furthermore, there
are predictors explaining the Attitude towards Organic Purchase which were also defined.
The research took place from January, 2015 to May 2015 in Ho Chi Minh City.
Besides, from other related theories and previous researches, such conceptual model of this
model was built with two explaining predictors for the Attitude toward Organic Products
and five predictors for the Purchase Intention toward Organic Products. This conceptual
model was developed and adapted from Kim & Chung (2011); Smith & Paladino (2009)
and the Theory Planned Behavior (Ajzen, 1991).
The data findings of this research pointed out a strong correlation for the
relationship between the Environmental Concerns, Health Consciousness and the Attitude
toward Organic Products. In addition, Attitude toward Organic Purchase, Perceived
Behavioral Control and Subjective Norms also have positive relationships with the ‟
Purchase Intention toward Organic Products.
Though there were some obstacles and limitations while conducting this study,
the results came up with numbers of practical implications along with some
recommendations in order to improve the awareness and intention on purchasing Organic
Products of the customers.