Consumers perception, purchase intention and actual purchase behavior of organic food products - The case in Bien Hoa city
Abstract
This study aims to study how consumers’ perception of organic food’s health benefits, perception of organic food’s safety, perception of organic food’s environmental friendliness, and perception of organic food’s quality affect their intention to buy organic food and how much their purchase behavior is affected by the purchase intention itself. This study will use both quantitative and qualitative approach in order to create a questionnaire. After receiving 250 responses from consumers both online and offline, the data will be analyzed through SPSS 21.0 through descriptive analysis, reliability analysis, exploratory factor analysis, correlation test, and regression analysis. The study has found that consumers’ perception of organic food’s health benefits has the strongest impact on their purchase intention whereas their perception of organic food’s environmental friendliness has the least impact on their purchase intention. It is also noted that purchase intention has a positive relationship with actual purchase behavior. This study will be used for marketing and sales purposes.