- 學位論文
Perception, skepticism and intention toward organic food products: A case study of consumer’s behavior in Vietnam
Perception, skepticism and intention toward organic food products: A case study of consumer’s behavior in Vietnam
並列摘要
Organic food is the fastest growing market in the food industry in many countries, with outstanding performance in both production and sales. It is essential to study the behavior of using organic food products but the fact shows that there is a very limited number of studies on this issue were conducted in ASIAN region. The present study, there for, aim to examine the relationships among consumer’s perception, consumer’s skepticism, purchase intention and actual purchasing behavior toward organic food products in the context of organic food products. Data was collected onsite from 228 consumers who reside in the three largest cities of Vietnam: Ha Noi, Hai Phong, Ho Chi Minh. Research instrument was a questionnaire with 5 Likert Scale, as well as testing the research model by using SPSS. Secondary data sources from relevant articles and previous journals are also used to confirm the research results. Results of the research disclosed that three dimensions of consumer perception (food safety, health, environment friendly) significantly predicts purchase intention and their actual purchase behavior. Meanwhile animal welfare perception and consumer skepticism do not affect purchase intention toward organic food products. In addition, the finding illustrated there was a significant difference among segments in each demographic group (age, education and household monthly income) in terms of purchasing intention toward organic food products. The outcomes of this study would helpful for seller in developing strategies that can attract more organic food consumers.