Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers
Abstract
:1. Introduction
2. Theoretical Background and Hypotheses
2.1. The Research Context and Organic Food
2.2. Antecedents of Purchase Intention toward Organic Food
2.2.1. The Direct Antecedents of Purchase Intention from the TPB Model
2.2.2. The Indirect Antecedents—Factors Influencing Attitude toward Organic Food Purchase
Subjective Norm and Attitude toward Organic Food Purchase
Health Consciousness
Environmental Concern
Organic-Label Trust
Perceptions of Self (i.e., Traditional Self and Modern Self)
3. Research Methodology
3.1. Sample and Data Collection
3.2. Measures and Questionnaire Development
4. Results
4.1. Scale Assessment
4.1.1. Confirmatory Factor Analysis
4.1.2. Cronbach’s Alpha
4.2. The Structural Equation Model and Hypothesis Testing
4.2.1. Correlations among the Constructs
4.2.2. Structural Path Analysis
5. Discussion and Implications
6. Conclusions and Future Research Directions
Author Contributions
Funding
Conflicts of Interest
References
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Characteristics | Frequency | % of Total | |
---|---|---|---|
Gender | Male | 230 | 40.21 |
Female | 342 | 59.79 | |
Marital status | Single | 314 | 54.89 |
Married | 258 | 45.11 | |
Age group (years) | <25 (18–24) | 269 | 47.03 |
25–34 | 149 | 26.05 | |
35–44 | 68 | 11.89 | |
45 and above | 86 | 15.03 | |
Level of education | ≥bachelor degree | 331 | 57.87 |
<bachelor degree | 241 | 42.13 | |
Monthly personal income | <VND 5,000,000 (≈US$215) | 218 | 38.11 |
VND 5,000,000–10,000,000 | 121 | 21.15 | |
VND 10,000,001–20,000,000 | 174 | 30.42 | |
VND 20,000,001–30,000,000 | 33 | 5.77 | |
>VND 30,000,000 | 26 | 4.55 | |
Monthly household income | ≤VND 10,000,000 | 53 | 9.27 |
VND 10,000,001–20,000,000 | 218 | 38.11 | |
VND 20,000,001–30,000,000 | 128 | 22.38 | |
>VND 30,000,000 | 173 | 30.24 |
Constructs and Measurement Items a | Standardized Factor Loadings | Cronbach’s Alpha | CR b | AVE c |
---|---|---|---|---|
Health consciousness (HC) | 0.866 | 0.853 | 0.540 | |
I am very self-conscious about my health | 0.836 | |||
I am alert to changes in my health | 0.807 | |||
I am usually aware of my health | 0.677 | |||
I take responsibility for the state of my health | 0.725 | |||
I am aware of the state of my health as I go through the day | 0.604 | |||
Environmental concern (EC) | 0.857 | 0.861 | 0.608 | |
I am very concerned about the environment in Vietnam | 0.697 | |||
My main concern is about the environmental degradation in Vietnam | 0.827 | |||
I am very concerned about how to protect the environment in Vietnam | 0.832 | |||
I often think about helping protect the environment in Vietnam | 0.756 | |||
Organic-label trust (TR) | 0.882 | 0.884 | 0.657 | |
The characteristics of the organic food labeling are trustworthy | 0.772 | |||
The characteristics of the organic food labeling are rigorous in production and inspection | 0.882 | |||
The characteristics of the organic food labeling are honest | 0.859 | |||
The characteristics of the organic food labeling are in compliance with the law | 0.719 | |||
Traditional self (TS) | 0.799 | 0.815 | 0.525 | |
I always try to lead a thrifty life | 0.696 | |||
I feel it necessary to be cautious when buying and using new products | 0.769 | |||
I prefer to use markedly traditional products and services | 0.664 | |||
For me, it is important to observe and preserve traditional values in our social relationships | 0.764 | |||
Modern self (MS) | 0.812 | 0.810 | 0.520 | |
I like people who dress in modern and fashionable ways | 0.619 | |||
I like the modern lifestyle | 0.654 | |||
I like to try new products and services | 0.832 | |||
I think changes add excitement to one’s life | 0.759 | |||
Attitude (ATT) | 0.895 | 0.895 | 0.810 | |
Buying organic food is a right choice | 0.899 | |||
Buying organic food can bring many benefits | 0.901 | |||
Subjective norms (SN) | 0.826 | 0.865 | 0.684 | |
My family buy organic food | 0.729 | |||
My friends and colleagues think that I should buy organic food | 0.782 | |||
People who are important to me think that using organic food is good for health | 0.953 | |||
Perceived behavioral control (PBC) | 0.868 | 0.869 | 0.768 | |
I believe that I have complete control of buying organic food | 0.879 | |||
For me to buy organic food is easy | 0.874 | |||
Purchase intention (PI) | 0.851 | 0.822 | 0.608 | |
The next time I shop for vegetables and/or fruits, I am very likely to choose organic vegetables and/ or fruits | 0.787 | |||
The next time when I shop for meat, I am very likely to choose organic meat | 0.720 | |||
Whenever I can, I will have the intention of buying organic food | 0.828 |
Mean | S.D. | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | |
---|---|---|---|---|---|---|---|---|---|---|---|
1. HC | 5.469 | 1.069 | 0.735 | ||||||||
2. EC | 5.151 | 1.175 | 0.392 ** | 0.779 | |||||||
3. TR | 4.460 | 1.211 | 0.194 ** | 0.16 ** | 0.811 | ||||||
4. TS | 5.121 | 0.994 | 0.44 ** | 0.40 ** | 0.21 ** | 0.725 | |||||
5. MS | 5.305 | 1.051 | 0.195 ** | 0.333 ** | 0.17 ** | 0.208 ** | 0.721 | ||||
6. ATT | 5.146 | 1.237 | 0.327 ** | 0.312 ** | 0.275 ** | 0.391 ** | 0.363 ** | 0.90 | |||
7. SN | 4.802 | 1.324 | 0.269 ** | 0.25 ** | 0.18 ** | 0.341 ** | 0.204 ** | 0.553 ** | 0.827 | ||
8. PBC | 4.659 | 1.393 | 0.26 ** | 0.199 ** | 0.143 ** | 0.225 ** | 0.220 ** | 0.364 ** | 0.375 ** | 0.876 | |
9. PI | 4.693 | 1.329 | 0.345 ** | 0.302 ** | 0.232 ** | 0.299 ** | 284 ** | 0.573 ** | 0.578 ** | 0.528 ** | 0.779 |
Hypotheses | Structural Path | Standardized Estimate | p Value |
---|---|---|---|
H1 | ATT–PI | 0.389 | <0.01 * |
H2 | SN–PI | 0.384 | <0.01 * |
H3 | PBC–PI | 0.250 | <0.01 * |
H4 | SN–ATT | 0.480 | <0.01 * |
H5 | HC–ATT | 0.114 | <0.05 * |
H6 | EC–ATT | 0.033 | >0.05 |
H7 | TR–ATT | 0.099 | <0.01 * |
H8a | TS–ATT | 0.135 | <0.01 * |
H8b | MS–ATT | 0.253 | <0.01 * |
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Nguyen, T.T.M.; Phan, T.H.; Nguyen, H.L.; Dang, T.K.T.; Nguyen, N.D. Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers. Sustainability 2019, 11, 4773. https://doi.org/10.3390/su11174773
Nguyen TTM, Phan TH, Nguyen HL, Dang TKT, Nguyen ND. Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers. Sustainability. 2019; 11(17):4773. https://doi.org/10.3390/su11174773
Chicago/Turabian StyleNguyen, Thi Tuyet Mai, Thanh Hung Phan, Hoang Linh Nguyen, Thi Kim Thoa Dang, and Ngoc Diep Nguyen. 2019. "Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers" Sustainability 11, no. 17: 4773. https://doi.org/10.3390/su11174773