Consumer’s behavior towards organic food: A case study in Ho Chi Minh City

Abstract

This study aimed to examine factors influencing consumers’ behavior towards organic food. Structural equation modelling (SEM) was used to test the relationships between the factors through data collected from 450 consumers in Ho Chi Minh City. Research results showed that consumption intention had the greatest direct impact on consumer behavior. Subjective norms had the strongest influence on consumption intention, followed by the attitude towards organic food. In addition, the price of organic food was a barrier to consumption intention towards this food. At the same time, the results of the multi-group analysis showed that the relationships in the models were not significantly different between male and female, but significantly different among income groups.