Analyzing the risk perception of generation Y and generation Z consumers in buying fresh agricultural products online in Ho Chi Minh City

Abstract

The research achieved its goal of analyzing consumers' risk perceptions by generation when purchasing fresh agricultural products online in Ho Chi Minh City. Research data was collected from generation Y and generation Z people who bought fresh agricultural products online in Ho Chi Minh City. After the data cleaning process, 350 samples were included in the official analysis using Smart PLS software 3.3.3. By referring to previous studies on risk perception in online shopping activities related to current online shopping intentions in the research area, the authors have built a research model on the risk perception of generation Y and generation Z consumers regarding their intention to purchase fresh agricultural products online.The results of the PLS-SEM linear structural model study show that risk perception factors have a negative impact on the intention to buy fresh agricultural products online. Besides, there are also differences between generations Y and Z that also have an influence on the relationship between risk perception and the intention to buy fresh agricultural products online. From there, we draw conclusions and some management implications that are valuable references for businesses trading fresh agricultural products online.