SURVEY RESULTS OF THE FACTORS AFFECTTING ORGANIC FOOD PURCHASE INTENTION OF CONSUMERS
Keywords:
Levels of influence, purchase intention, organic food, Vietnamese consumers
Abstract
The research examines factors that influence the organic food purchase intention of Vietnamese consumers. In accordance with theoretical behavioral models and organic food research, data was collected and analyzed via SMARTPLS. Inspecting results demonstrate that 4 factors have a positive influence on organic food purchase intention. Additionally, the research team evaluates the levels of influence of each factor through descriptive statistics of the factors’ average value. The evaluating results are the foundation to propose remedies that encourage the organic food purchase intention of Vietnamese consumers.
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References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, pp. 179 - 211.
Ajzen, I & Fishbein, M (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addision- Wesley.
Asif, M.; Xuhui, W.; Nasiri, A.; Ayyub, S (2018). Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Qual. Prefer. 2018, 63, 144–150.
Bagozzi, R. and Yi, Y. (1988) On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Sciences, 16, 74-94. http://dx.doi.org/10.1007/BF02723327.
Bui Thi Hoang Lan & Nguyen Van Anh (2021). What motivation affects organic food purchase intention of Vietnamese consumers. Science Journal of Da Lat University 160:49-56. Journal of commercial science, ISSN 1859-3666, No. 160/2021.
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates Publishers.
Chen, C.C., Greene, P.G., & Crick, A. (1998). Does Entrepreneurial Self-Efficacy Distinguish Entrepreneurs from Managers? Journal of Business Venturing, 13(4), 295–316.
Clark, L. A., & Watson, D. (1995). Constructing validity: Basic issues in objective scale development. Psychological Assessment, 7(3), 309–319. https://doi.org/10.1037/1040-3590.7.3.309.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers. https://doi.org/10.4324/9780203771587.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312.
Garson, G.D. (2016). Partial Least Squares: Regression and Structural Equation Models. Statistical Associates Publishers, Asheboro.
Gil, A.G., Wagner, E.F. & Vega, W.A. (2000). Acculturation, familism, and alcohol use among Latino adolescent males: Longitudinal relations. Journal of Community Psychology, 28(4), 443-458.
Hair, J., Hult, G., Ringle, C., et al. (2017) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd Edition, Sage Publications, Thousand Oaks.
Henseler, J. and Sarstedt, M (2013). Goodness-of-Fit Indices for Partial Least Squares Path Modeling. Computational Statistics, 28, 565-580. https://doi.org/10.1007/s00180-012-0317-1.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Hansen, T., Sørensen, M. I., & Eriksen, M. L. R. (2018). How the interplay between consumer motivations and values influences organic food identity and behavior. Food Policy, 74(October 2017), 39–52. https://doi.org/10.1016/j.foodpol.2017.11.003
Henseler, J. and Sarstedt, M. (2013) Goodness-of-Fit Indices for Partial Least Squares Path Modeling. Computational Statistics, 28, 565-580. https://doi.org/10.1007/s00180-012-0317-1.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8.
Hock, C., Ringle, C.M., & Sarstedt, M (2010). Management of multi-purpose stadiums: Importance and performance measurement of service interfaces. International Journal of Services Technology and Management, 14(2-3)
Honkanen, P., Verplanken, B., & Olsen, S. O. (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behaviour: An International Research Review, 5(5), 420-430. https://doi.org/10.1002/cb.190.
Huynh Dinh Le Thu, Nguyen Thi Minh Thu & Ha Nam Khanh Giao (2020). Factors affecting organic food purchase intention of consumers in Long Xuyen city.. Science Journal of Dong Thap University, Volume 10, Issue 1, 2021, 71-84.
Huynh Thi Kim Loan & Nguyen Ngoc Hien (2021). Factors promoting and inhibiting organic food purchase intention of consumers in Ho Chi Minh City. Journal of Science and Technology, Issue 50, 2021.
Hu, L.-t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118.
Ihsan Effendi, Paham Ginting, Arlina Nurbaity Lubis, & Khaira Amalia Fachruddin (2015). Analysis of Consumer Behavior of Organic Food in North Sumatra Province, Indonesia. Journal of Business and Management Volume 4, Issue 1 (2015), 44-58.
Kahl, J., Baars, T., Bügel, S., Busscher, N., Huber, M., Kusche, D., Taupier‐Letage, B. (2012). Organic food quality: A framework for concept, definition and evaluation from the European perspective. Journal of the Science of Food and Agriculture, 92(14), 2760-2765.
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Press.
Krystallis, A. and Chryssohoidis, G. (2005). Consumers’ Willingness to Pay for Organic Food: Factors That Affect It and Variation per Organic Product Type. British Food Journal, 107, 320-343. http://.doi.org/10.1108/00070700510596901.
Kushwah, S., Dhir, A., Sagar, M., & Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143(October 2018), 104402.
Lee K.H., Bonn M.A., & Cho M. (2014). Consumer motives for purchasing organic coffee: The moderating effects of ethical concern and price sensitivity. International Journal of Contemporary Hospitality Management, 27(6), 1157-1180. https://doi.org/10.1108/IJCHM-02-2014-0060
Lockie, S., Lyons, K., Lawrence, G., & Grice, J. (2004). Choosing organics: A path analysis of factors underlying the selection of organic food among Australian consumers. Appetite, 43(2), 135-146.
Michael Hock and Christian M. Ringle. (2010). Local strategic networks in the software industry: an empirical analysis of the value continuum. International Journal of Knowledge Management Studies Vol. 4, No. 2. https://doi.org/10.1504/IJKMS.2010.030789.
Michaela Jánská, Patrícia Kollar, & Čeněk Celer (2020). Factors Influencing Purchases of Organic Food. Zagreb International Review of Economics & Business, Vol. 23, No. 1, pp. 81-94, 2020 Faculty of Economics and Business, University of Zagreb and De Gruyter.
Mostafa Fawzy Zayed, Hazem Rasheed Gaber, & Nermine El Essawi (2022). Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country. Sustainability 2022, 14, 5868; https://doi.org/10.3390/su14105868.
Ms Krishna. R & Dr P. Balasubramanian (2021). Understanding the decisional factors affecting consumers’ buying behaviour towards organic food products in kerala. E3S Web of Conferences 234, 00030 (2021); https://doi.org/10.1051/e3sconf/202123400030.
Nguyen Ngoc Mai & Nguyen Thanh Phong (2020). Factors affecting organic food purchase intention in Long Bien district, Hanoi. Vietnam J. Agri. Sci. 2020, Vol. 18, No. 2: 157-166; Vietnam Journal of Agricultural Science 2020, 18(2): 157-166.
Nguyen Thao Nguyen & Le Thi Trang (2020). Factors affecting organic food purchase intention of consumers in Ho Chi Minh City. Journal of Science Open University Ho Chi Minh City, 16(1), 160-172. DOI:10.46223/HCMCOUJS. econ.vi.16.1.1387.221.
Nguyen Ngoc Hien (2021). Consumers' purchase intention and willingness to pay high prices for organic food: Application of a logistic regression model. Science and technology magazine, No. 51, 2021.
Nuttavuthisit, K., & Thøgersen, J. (2017). The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food. Journal of Business Ethics, 140(2), 323–337.
Sarstedt, M., Ringle, C. M., & Joseph F. Hair (2017). Partial least squares structural equation modeling (PLS-SEM). Handbook of Market Research. Springer International Publishing
Shamsi, H. R., Najafabadi, M. O., & Hosseini, S. J. F. (2020). Designing a three-phase pattern of organic product consumption behaviour. Food Quality and Preference, 79(November 2018), 103743
Siegrist, M. (2000). The influence of trust and perceptions of risks and benefits on the acceptance of gene technology. Risk Anal-ysis, 20, 195–203
Sondhi, N. (2014). Assessing the organic potential of urban Indian consumers. British Food Journal,116(12), 1864–1878.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S. & Salo, J. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 104786 In Press.
Teng, C. C., & Lu, C. H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95–105.
Wang, Y. S., Tseng, T. H., Wang, W. T., Shih, Y. W., & Chan, P. Y. (2019). Developing and validating a mobile catering app success model. International Journal of Hospitality Management, 77, 19-30. doi:10.1016/j.ijhm.2018.06.002
Wynne W. Chin, and G. Marcoulides (1998). The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Research. 8.
Xie, B., Wang, L., Yang, H., Wang, Y. & Zhang, M. (2015). Consumer perceptions and attitudes of organic food products in Eastern China. British Food Journal, vol. 117, no. 3, pp. 1105-1121.
Xiufeng Li và Yazhi Xin (2015). Factors Influencing Organic Food Purchase of Young Chinese Consumers. http://www.diva-portal.org/smash/get/diva2:824298/FULLTEXT01.pdf.
Xuhui Wang, Frida Pacho, Jia Liu, & Redempta Kajungiro (2019). Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge. Sustainability 2019, 11(1), 209; https://doi.org/10.3390/su11010209.
Ajzen, I & Fishbein, M (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addision- Wesley.
Asif, M.; Xuhui, W.; Nasiri, A.; Ayyub, S (2018). Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Qual. Prefer. 2018, 63, 144–150.
Bagozzi, R. and Yi, Y. (1988) On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Sciences, 16, 74-94. http://dx.doi.org/10.1007/BF02723327.
Bui Thi Hoang Lan & Nguyen Van Anh (2021). What motivation affects organic food purchase intention of Vietnamese consumers. Science Journal of Da Lat University 160:49-56. Journal of commercial science, ISSN 1859-3666, No. 160/2021.
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates Publishers.
Chen, C.C., Greene, P.G., & Crick, A. (1998). Does Entrepreneurial Self-Efficacy Distinguish Entrepreneurs from Managers? Journal of Business Venturing, 13(4), 295–316.
Clark, L. A., & Watson, D. (1995). Constructing validity: Basic issues in objective scale development. Psychological Assessment, 7(3), 309–319. https://doi.org/10.1037/1040-3590.7.3.309.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers. https://doi.org/10.4324/9780203771587.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312.
Garson, G.D. (2016). Partial Least Squares: Regression and Structural Equation Models. Statistical Associates Publishers, Asheboro.
Gil, A.G., Wagner, E.F. & Vega, W.A. (2000). Acculturation, familism, and alcohol use among Latino adolescent males: Longitudinal relations. Journal of Community Psychology, 28(4), 443-458.
Hair, J., Hult, G., Ringle, C., et al. (2017) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd Edition, Sage Publications, Thousand Oaks.
Henseler, J. and Sarstedt, M (2013). Goodness-of-Fit Indices for Partial Least Squares Path Modeling. Computational Statistics, 28, 565-580. https://doi.org/10.1007/s00180-012-0317-1.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Hansen, T., Sørensen, M. I., & Eriksen, M. L. R. (2018). How the interplay between consumer motivations and values influences organic food identity and behavior. Food Policy, 74(October 2017), 39–52. https://doi.org/10.1016/j.foodpol.2017.11.003
Henseler, J. and Sarstedt, M. (2013) Goodness-of-Fit Indices for Partial Least Squares Path Modeling. Computational Statistics, 28, 565-580. https://doi.org/10.1007/s00180-012-0317-1.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8.
Hock, C., Ringle, C.M., & Sarstedt, M (2010). Management of multi-purpose stadiums: Importance and performance measurement of service interfaces. International Journal of Services Technology and Management, 14(2-3)
Honkanen, P., Verplanken, B., & Olsen, S. O. (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behaviour: An International Research Review, 5(5), 420-430. https://doi.org/10.1002/cb.190.
Huynh Dinh Le Thu, Nguyen Thi Minh Thu & Ha Nam Khanh Giao (2020). Factors affecting organic food purchase intention of consumers in Long Xuyen city.. Science Journal of Dong Thap University, Volume 10, Issue 1, 2021, 71-84.
Huynh Thi Kim Loan & Nguyen Ngoc Hien (2021). Factors promoting and inhibiting organic food purchase intention of consumers in Ho Chi Minh City. Journal of Science and Technology, Issue 50, 2021.
Hu, L.-t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118.
Ihsan Effendi, Paham Ginting, Arlina Nurbaity Lubis, & Khaira Amalia Fachruddin (2015). Analysis of Consumer Behavior of Organic Food in North Sumatra Province, Indonesia. Journal of Business and Management Volume 4, Issue 1 (2015), 44-58.
Kahl, J., Baars, T., Bügel, S., Busscher, N., Huber, M., Kusche, D., Taupier‐Letage, B. (2012). Organic food quality: A framework for concept, definition and evaluation from the European perspective. Journal of the Science of Food and Agriculture, 92(14), 2760-2765.
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Press.
Krystallis, A. and Chryssohoidis, G. (2005). Consumers’ Willingness to Pay for Organic Food: Factors That Affect It and Variation per Organic Product Type. British Food Journal, 107, 320-343. http://.doi.org/10.1108/00070700510596901.
Kushwah, S., Dhir, A., Sagar, M., & Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143(October 2018), 104402.
Lee K.H., Bonn M.A., & Cho M. (2014). Consumer motives for purchasing organic coffee: The moderating effects of ethical concern and price sensitivity. International Journal of Contemporary Hospitality Management, 27(6), 1157-1180. https://doi.org/10.1108/IJCHM-02-2014-0060
Lockie, S., Lyons, K., Lawrence, G., & Grice, J. (2004). Choosing organics: A path analysis of factors underlying the selection of organic food among Australian consumers. Appetite, 43(2), 135-146.
Michael Hock and Christian M. Ringle. (2010). Local strategic networks in the software industry: an empirical analysis of the value continuum. International Journal of Knowledge Management Studies Vol. 4, No. 2. https://doi.org/10.1504/IJKMS.2010.030789.
Michaela Jánská, Patrícia Kollar, & Čeněk Celer (2020). Factors Influencing Purchases of Organic Food. Zagreb International Review of Economics & Business, Vol. 23, No. 1, pp. 81-94, 2020 Faculty of Economics and Business, University of Zagreb and De Gruyter.
Mostafa Fawzy Zayed, Hazem Rasheed Gaber, & Nermine El Essawi (2022). Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country. Sustainability 2022, 14, 5868; https://doi.org/10.3390/su14105868.
Ms Krishna. R & Dr P. Balasubramanian (2021). Understanding the decisional factors affecting consumers’ buying behaviour towards organic food products in kerala. E3S Web of Conferences 234, 00030 (2021); https://doi.org/10.1051/e3sconf/202123400030.
Nguyen Ngoc Mai & Nguyen Thanh Phong (2020). Factors affecting organic food purchase intention in Long Bien district, Hanoi. Vietnam J. Agri. Sci. 2020, Vol. 18, No. 2: 157-166; Vietnam Journal of Agricultural Science 2020, 18(2): 157-166.
Nguyen Thao Nguyen & Le Thi Trang (2020). Factors affecting organic food purchase intention of consumers in Ho Chi Minh City. Journal of Science Open University Ho Chi Minh City, 16(1), 160-172. DOI:10.46223/HCMCOUJS. econ.vi.16.1.1387.221.
Nguyen Ngoc Hien (2021). Consumers' purchase intention and willingness to pay high prices for organic food: Application of a logistic regression model. Science and technology magazine, No. 51, 2021.
Nuttavuthisit, K., & Thøgersen, J. (2017). The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food. Journal of Business Ethics, 140(2), 323–337.
Sarstedt, M., Ringle, C. M., & Joseph F. Hair (2017). Partial least squares structural equation modeling (PLS-SEM). Handbook of Market Research. Springer International Publishing
Shamsi, H. R., Najafabadi, M. O., & Hosseini, S. J. F. (2020). Designing a three-phase pattern of organic product consumption behaviour. Food Quality and Preference, 79(November 2018), 103743
Siegrist, M. (2000). The influence of trust and perceptions of risks and benefits on the acceptance of gene technology. Risk Anal-ysis, 20, 195–203
Sondhi, N. (2014). Assessing the organic potential of urban Indian consumers. British Food Journal,116(12), 1864–1878.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S. & Salo, J. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 104786 In Press.
Teng, C. C., & Lu, C. H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95–105.
Wang, Y. S., Tseng, T. H., Wang, W. T., Shih, Y. W., & Chan, P. Y. (2019). Developing and validating a mobile catering app success model. International Journal of Hospitality Management, 77, 19-30. doi:10.1016/j.ijhm.2018.06.002
Wynne W. Chin, and G. Marcoulides (1998). The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Research. 8.
Xie, B., Wang, L., Yang, H., Wang, Y. & Zhang, M. (2015). Consumer perceptions and attitudes of organic food products in Eastern China. British Food Journal, vol. 117, no. 3, pp. 1105-1121.
Xiufeng Li và Yazhi Xin (2015). Factors Influencing Organic Food Purchase of Young Chinese Consumers. http://www.diva-portal.org/smash/get/diva2:824298/FULLTEXT01.pdf.
Xuhui Wang, Frida Pacho, Jia Liu, & Redempta Kajungiro (2019). Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge. Sustainability 2019, 11(1), 209; https://doi.org/10.3390/su11010209.
Published
2023-09-28
How to Cite
Hoang, T. T., Truong, T. T., & Nguyen, T. H. (2023). SURVEY RESULTS OF THE FACTORS AFFECTTING ORGANIC FOOD PURCHASE INTENTION OF CONSUMERS. GPH-International Journal of Business Management, 6(09), 63-75. https://doi.org/10.5281/zenodo.8385150
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Articles
Copyright (c) 2023 Hoang Thanh Tung, Truong Tri Tai & Nguyen Thi Huong
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