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6 (2) 2016

Attitudes and young consumers’ organic food purchasing intentions


Author - Affiliation:
Nguyen Kim Nam - Ho Chi Minh City Industry and Trade College , Vietnam
Nguyen Thi Hang Nga - Banking University Ho Chi Minh City , Vietnam
Corresponding author: Nguyen Kim Nam - nguyenkimnam@hitu.edu.vn

Abstract
The purpose of this study is to examine the impact of attitudes on young consumers’ organic food purchasing intentions. The attitude factor in this regard is attitudes towards environment in general and towards organic food consumption behaviors in particular. The results of structural equation modeling (SEM) analysis showed that environmental attitude and environmental concern have a direct impact on organic food purchasing intentions and an indirect impact through attitudes towards organic food. In addition, perceived effectiveness of environmental behavior is also an explanatory factor of consumption intentions of organic food by young consumers. The findings suggest that managers and administrators should concentrate not only on consumers’ attitudes toward organic food but also on environmental attitudes, environmental concern, perceived effectiveness of environmental behavior in order to promote organic food consumption by young consumers.


Keywords
Attitudes; purchasing intention; environmental concern; organic foods; young consumers.

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.6.2.123.2016
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