Factors affecting green food purchase intention in Ho Chi Minh City

Authors

  • Nguyen Thi Thanh Van
    Ho Chi Minh City University of Technology and Education
  • Nguyen Thien Duy
    The University of Economics Ho Chi Minh City
  • Pham Tien Dung
    The University of Economics Ho Chi Minh City

DOI:

https://doi.org/10.46223/HCMCOUJS.econ.en.8.1.172.2018

Keywords:

green food; purchase intention; TAM; TPB

Abstract

This study adopts Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) to measure factors affecting green food purchase intention in Ho Chi Minh city (HCMC). The survey data was collected from 197 students during the period of 1st to 20th September, 2017. Testing the conceptual model by Structural Equation Modeling (SEM), we find that perceived usefulness of green food and perceived ease of purchase impact on attitudes towards green food purchase. We also find that subjective norm, perceived usefulness of green food, attitudes towards green food purchase are positively associated with green food purchase intention. From the research findings, some recommendations are proposed accordingly.

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References

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl, & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11-39). Heidelberg, Berlin: Springer.

Ajzen, I. (1988). Attitudes, personality, and behavior. Chicago, IL: Dorsey Press.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.

Arshad, R., Madmood, U., Siddiqui, H., & Tahir, A. (2014). An empirical study about green purchase intentions. Journal of Sociological Research, 5 (1), 290-305. doi:10.5296/jsr.v5i1.6567

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Received: 14-04-2020
Accepted: 14-04-2020
Published: 20-09-2018

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How to Cite

Van, N. T. T., Duy, N. T., & Dung, P. T. (2018). Factors affecting green food purchase intention in Ho Chi Minh City. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 8(1), 50–64. https://doi.org/10.46223/HCMCOUJS.econ.en.8.1.172.2018

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© The Author(s) 2025. This is an open access publication under CC BY NC license.