Research on Safe Food Purchase Intention In Ho Chi Minh City and Dong Nai Province

Abstract

This study was carried out with four basic objectives, concluding (i) identifying factors influencing consumer's preference for safe food; (ii) measuring the impact of different factors on the consumer's intention to choose safe food; (iii) Comparing the impact of factors on consumers' buying intentions of safe food in Ho Chi Minh City and Dong Nai and Give some suggestions and administrative implications. Through two-stage preliminary studies and formal research with sample data, 414 samples were collected from consumers who used safe food in Ho Chi Minh City and Dong Nai duration of 3 years or more. The author used SPSS20 to test the scale using Cronbach's Alpha coefficient, exploratory factor analysis (EFA), AMOS20 software for CFA, structural equation model (SEM), bootstrap test and multivariate analysis. Based on the results of the analysis, five factors affect the consumer's buying intention in the selection of safe food: subjective norm, health consciousness, the masses media, concern over food safety, and trust in brand, in which the most substantial influence is the trust in brand, second is health consciousness. At the same time, the impact of factors on the intention of buying safe food between consumers in Dong Nai and Ho Chi Minh City is different. In Dong Nai, the concern about food safety does not affect intention. In Ho Chi Minh City, the factor of trust in brand does not affect the intention to buy safe food. In addition, the multi-group analysis showed no difference in intention to purchase safe food between gender groups, age and income.