FACTORS INFLUENCE OF CONSUMERS ATTITUDE AND PURCHASING BEHAVIOUR OF ORGANIC RICE IN HOCHIMINH CITY

Abstract

The developing economic environment leads to consumers’ changes in purchase behavior of safety food. This research aims to investigate how different factors impact on attitude towards purchase behavior of organic food (i.e. rice). The survey was conducted on 236 consumers who had ever purchased organic rice at store and supermarkets in emerging market (i.e., Vietnam). PLS-SEM was applied in this research, and data were analyzed by Smart PLS. The research also pinpointes that for rice safety concern, organic rice knowledge, product attributes and symbol differences has positive effect on consumer attitude towards purchasing behavior of organic rice. The results of this study extend current knowledge about purchase behavior of organic rice and have important practical implications for organic rice producers, retailers, policy makers to increase organic rice consumption in Vietnam..