Analysis of factors affecting consumers’ trust and attitude in pure coffee products in Thu Duc city

Abstract

Trust and attitude is a decisive factor for purchasing consumer behavior of the product. However, there is a dearth of study on the subject of consumers' trust and attitude in a particular product, especially pure coffee products. The study aimed to analyze the factors affecting consumers' trust  and attitude in pure coffee products in Thu Duc city. Partial least squares structural equation modeling (PLS-SEM) is used in the study using SmartPLS 3.0 software, based on data source which was collected through direct interviews with 150 coffee consumers in Thu Duc city. The results show that brand image, product information, subjective norm, and perceived product knowledge have a positive effect on consumers' trust and attitude in pure coffee products. From this result, the study has proposed some implication to improve consumers' trust and attitude in pure coffee products.