RESEARCH ON FACTORS AFFECTING THE INTENTION TO CONSUME HIGH-TECH SAFE VEGETABLES OF PEOPLE IN THAI NGUYEN CITY

Abstract

The study was conducted to determine the factors affecting the intention to consume high-tech safe vegetables of people in Thai Nguyen city. The research results were based on quantitative analysis of 250 people in Thai Nguyen city through techniques such as Cronbach's Alpha coefficient analysis, EFA exploratory factor analysis, regression analysis, and hypothesis testing. The research results showed that factors such as price, product knowledge, and mass media had a strong impact on the intention to consume high-tech safe vegetables in the research area. The research results helped producers of high-tech safe vegetables identify factors affecting shopping habits and intentions to buy high-tech safe vegetables of people in Thai Nguyen city.  Thereby proposing some implications to develop the high-tech safe vegetable market in accordance with consumer preferences and affordability of people and help people improve their quality of life, health and longevity when using products of clear and transparent origin.