FACTORS INFLUENCING CONSUMERS' INTENTION OF BUYING ORGANIC FOOD IN LONG XUYEN CITY

Abstract

This study was conducted to identify the effects of explicit information and perceived organic knowledge on their attitudes and trust, together with subjective norms influencing consumers’ intention to buy organic foods. The data was collected from 238 consumers in Long Xuyen city, who were 18 years of age and older, having heard of organic food. Exploratory factor analysis (EFA) and Structural Equation Modeling (SEM) medthods were used to validate the instrumental scale and theoretical testing models. The results showed that attitudes and trust have a positive relationship with intentions of organic-food purchase. Besides, trust, serving as the antecedent of attitudes, significantly mediates the relationships between explicit information, perceived organic knowledge, and organic purchase intentions.

Author Information

Huynh Dinh Le Thu^1*

Nguyen Thi Minh Thu²

Ha Nam Khanh Giao³

¹An Giang University, Viet Nam National University Ho Chi Minh City

²Student, An Giang University, Viet Nam National University Ho Chi Minh City

³Viet Nam Aviation Academy

*Corresponding author: hdlthu@agu.edu.vn

Article history

Received: 30/6/2020; Received in revised form: 26/8/2020; Accepted: 19/11/2020