FACTORS AFFECTING CONSUMERS’ PURCHASING INTENTION OF ORGANIC RICE IN HO CHI MINH CITY

Abstract

The purpose of the study is to determine the factors affecting the intention to buy organic rice of consumers in Ho Chi Minh City, we measure and test the influence of the following factors: attitude towards organic rice, concern for health, subjective standards, knowledge of organic rice, perceived price, perception of quality, concern for the environment. Through the survey of 258 consumers in the area, the collected data is analyzed by EFA analysis method and using multivariable regression model to evaluate the influence of independent variables on dependent variable, evaluate the reliability of the scale and test the theoretical model. The research results show the following factors: attitude towards organic rice, health concern, subjective norm, knowledge about organic rice, perceived price, perception of quality, interest in organic rice. The environment has a positive impact on the intention to buy organic rice. Based on the research results, some policy implications are proposed for producers, businesses and organizations trading organic rice products.