• ISSN: 2301-3567 (Print)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Mia Hu
    • Abstracting/ Indexing:  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, and Crossref.
    • E-mail: joebm@ejournal.net
JOEBM 2019 Vol.7(4): 137-142 ISSN: 2301-3567
DOI: 10.18178/joebm.2019.7.4.596

Driving and Deterrent Factors Affecting Organic Food Consumption in Vietnam

Loan H. Tran, Barbara Freytag-Leyer, Angelika Ploeger, and Thomas Krikser
Abstract—This study aims to determine driving factors significantly influencing the purchase intention and to identify impediments creating the intention –behavior gap regarding organic food consumption in Vietnam. The chosen driving factors affecting the organic food purchase intention in this study are health benefits, environmental awareness, and social norms, whereas trust, price, and convenience as well as availability are investigated as deterrent factors of the link between intention and behavior. A structured online questionnaire with snow-balling sampling method was distributed to collect a representative sample of 466 Vietnamese consumers nationwide. A five-point likert scale was used for the level of approval for 36 statements. Statistical tools of SPSS 22.0 including descriptive analysis, principal component analysis, and multiple regression analysis models were used for data analysis. The results showed that health benefits, environmental awareness, and social norms were facilitators of organic food purchase intention. Although high intention to purchase organic foods was identified in Vietnam, it was not translated into actual purchase behavior. The main barriers for the inconsistency were premium price and low availability of organic products or inconvenience to buy in the market. Lack of trust insignificantly impacted on organic food choices among Vietnamese consumers in this study. These empirical findings and suggestions are beneficial for all players across supply chains.

Index Terms—Consumer behavior, intention-behavior gap, organic food purchase intention, Vietnam.

Loan H. Tran was with Faculty of Organic Agricultural Sciences, University of Kassel and Department of Nutritional, Food and Consumer Studies, Fulda University of Applied Sciences, Germany (e-mail: hongloan2368@gmail.com). Barbara Freytag-Leyer is with Department of Nutritional, Food and Consumer Studies, Fulda University of Applied Sciences, Germany (e-mail: barbara.freytag-leyer@oe.hs-fulda.de). Angelika Ploeger and Thomas Krikser are with Faculty of Organic Agricultural Sciences, University of Kassel, Germany (e-mail: a.ploeger@uni-kassel.de, t.krikser@uni-kassel.de).

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Cite:Loan H. Tran, Barbara Freytag-Leyer, Angelika Ploeger, and Thomas Krikser, "Driving and Deterrent Factors Affecting Organic Food Consumption in Vietnam," Journal of Economics, Business and Management vol. 7, no. 4, pp. 137-142, 2019.

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