Factors Affecting the Purchase Intention of Domestic Organic Food Among Consumers in Ho Chi Minh City

Abstract

Purpose: This study aims to identify the factors affecting consumers’ intention to purchase domestically produced organic food in Ho Chi Minh City. The proposed research model extended the theory of planned behaviour- TPB framework by incorporating two constructs: electronic word-of-mouth (eWOM) and trust in suppliers.
Design/methodology/approach: The study employs exploratory factor analysis (EFA) and multiple linear regression to analyze data collected from 279 consumers in Ho Chi Minh City. The moderating role of gender was examined using PROCESS macro.
Findings: The results reveal five significant determinants of purchase intention, including attitude, subjective norms, perceived behavioral control, eWOM, and trust in suppliers. Among these, eWOM exerts the strongest influence, followed by trust in suppliers, subjective norms, perceived behavioral control, and consumer attitude. The findings also indicate a gender difference in eWOM; however, gender does not moderate the relationships between the antecedents and purchase intention. Based on the quantitative results, managerial implications are proposed to promote the consumption of domestic organic food products.
Originality/value: This study is among the few that examine the role of trust in suppliers in shaping consumers’ intention to buy domestic organic food products.