The Impact of Belief, Attitude and Subjective Norm on OCOP Products Purchase Intention of Vietnamese Consumers

Abstract

We do research about the impact of belief, attitude and subjective norm on OCOP (one community one product) products purchase intention of Vietnamese consumers. OCOP (abbreviated in English as One commune one product). In Vietnamese sense, each commune (ward) has a product. More specifically, developing the form of organization of production and trading of traditional and advantageous products in rural areas. Through testing with the fixed effects model (FEM) and random effects model (REM), we found that belief, attitude and social influence have positive impacts on the products purchase intention. Specifically, belief has the greatest impact on OCOP purchase intention of Vietnamese consumers.