| dc.description.abstract | The study "Factors influencing Vietnamese’s intention to purchase ST25 rice" was
carried out to measure the impact of factors on the intention to buy ST25 rice of Vietnamese
consumers. The study used quantitative methods to test hypotheses and models, with a
sample of 307 people living in Binh Duong province and Ho Chi Minh City. The research
model contains 5 hypotheses based on theory and previous organic food research, including:
product knowledge, health consciousness, environmental concern, quality and social appeal.
In addition, the collected data is analyzed through a process that including reliability
assessment of the scale, exploratory factor analysis (EFA), multiple linear regression (MLR),
and analysis of variance (ANOVA). The results demonstrate that all 5 factors have a
beneficial impact on the intention to buy ST25 rice of Vietnamese people. The level of
influence from high to low are health consciousness, quality, product knowledge, social and
environmental impact. Because purchase intention is an important indicator for predicting
future organic rice consumption, managerial implications will be given to promote organic
rice consumption market in Binh Duong Province and Ho Chi Minh City. | en_US |
