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Open AccessArticle

Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers

1
Department of Research Administration, Thuongmai University, Hanoi 100000, Vietnam
2
Department of Economics, Finance and Marketing, La Trobe Business School, Bundoora, VIC 3086, Australia
3
Business Sustainability Research Group, Thuongmai University, Hanoi 100000, Vietnam
4
Asia Pacific College of Business and Law, Charles Darwin University, Darwin, NT 0800, Australia
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(2), 953; https://doi.org/10.3390/su13020953
Received: 19 December 2020 / Revised: 14 January 2021 / Accepted: 15 January 2021 / Published: 19 January 2021
Promoting sustainable food consumption contributes to the achievement of the United Nation’s Sustainable Development Goals. This study investigated the key determinants of consumer intention to purchase organic meat in an emerging market and a unique model was developed by incorporating environmental concern and guilt with the key components of the Theory of Planned Behavior. This model was then validated by obtaining data from a sample of 402 Vietnamese consumers at five food stores in Ho Chi Minh City, using a paper-based survey. The findings reveal that consumers who are concerned about the environment are likely to formulate favorable attitudes and downplay monetary barriers associated with organic food purchase. In addition, while attitudes and guilt about buying conventional meat have a positive effect on organic meat purchase intention, perceived monetary barriers significantly reduce the intention. These findings highlight both the rational and emotional aspects of organic food purchase intention and have important implications for key stakeholders and the encouragement of organic meat consumption. View Full-Text
Keywords: sustainable food consumption; organic food; organic meat; purchase intention; attitudes; subjective norms; emotions; guilt; monetary barriers; emerging markets; Vietnam sustainable food consumption; organic food; organic meat; purchase intention; attitudes; subjective norms; emotions; guilt; monetary barriers; emerging markets; Vietnam
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MDPI and ACS Style

Nguyen, H.V.; Nguyen, N.; Nguyen, B.K.; Greenland, S. Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers. Sustainability 2021, 13, 953. https://doi.org/10.3390/su13020953

AMA Style

Nguyen HV, Nguyen N, Nguyen BK, Greenland S. Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers. Sustainability. 2021; 13(2):953. https://doi.org/10.3390/su13020953

Chicago/Turabian Style

Nguyen, Hoang V.; Nguyen, Ninh; Nguyen, Bach K.; Greenland, Steven. 2021. "Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers" Sustainability 13, no. 2: 953. https://doi.org/10.3390/su13020953

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