Evaluating the association between knowledge and attitude of consumers towards organic vegetables consumption in Hanoi, Vietnam

Abstract

This is a cross-sectional study on the association between subjective knowledge, objective knowledge and attitude of consumers towards organic vegetables consumption in Hanoi, Vietnam. The primary data was collected by questionnaires through random interviews with 250 consumers at safe and organic food stores, supermarkets, and large markets in Hanoi. Results showed that the majority of consumers had medium level of knowledge concerning benefit and practice of organic vegetable. Both subjective and objective knowledge significantly influenced on the organic vegetables consumption. Subjective knowledge was an important factor in explaining the choices and behaviors on purchasing organic vegetable and directly related to organic vegetable consumption. In contrast, objective knowledge indirectly related to organic vegetable consumption. High subjective knowledge based on good objective knowledge and positive attitude were favorable factors for promoting the consumption of organic vegetables. The research proposed solutions to promote organic vegetable consumption, such as focusing on organic vegetable information and communication campaigns, providing the opportunities for consumers to try organic vegetable in order to improve their experience with the products.