FACTORS INFLUENCING HO CHI MINH CITY CONSUMERS’ INTENTION TO BUY ORGANIC FOODS BASED ON THE S-O-R MODEL

Abstract

This study is based on the modified Stimulus-Organism-Response (S-O-R) model to identify and measure the impact of Nutritional content, Natural content, Ecological welfare, Sensory appeal, Price, Utilitarian attitude and Hedonic attitude on Ho Chi Minh City consumers’ intention to buy organic foods. The research is based on analyzing strutural equation modelling with data were collected from 289 consumers; the results show that Hedonic attitude and Utilitarian attitude have positive impacts on customers’ intention to buy organic foods, while Nutritional content, Natural content, Ecological welfare, Sensory appeal have positive impacts and Price has a negative impact on Hedonic attitude and Utilitarian attitude. This study provides marketers and policy makers to understand how consumers form their intention to buy organic foods.