FACTORS AFFECTING CONSUMERS' INTENTION TO BUY DOMESTIC ORGANIC FOOD IN HO CHI MINH CITY

Abstract

The problem of contaminated food and high antibiotic residues causes the problem of food poisoning, as well as serious impacts on people's health. In the current context of food poisoning, people are paying more and more attention to health and healthy lifestyles, which makes shoppers have better considerations and priorities for products. Obstacles in choosing foods cause health problems for themselves, organic foods are the first concern of consumers. To achieve the goals of identifying and measuring the factors affecting the intention to buy domestic organic foods, the author has based on the rational action theory model, planned behavior theory to design the research model. With a sample of 200 consumers intending to consume local organic food in Ho Chi Minh City, the hypotheses were tested by Cronbach's Alpha reliability analysis, EFA discovery factor, linear regression. The results show that health consciousness, perception of price, quality, attitude and subjective standards are factors that significantly influence consumers' intention to buy domestic organic food. The research has assisted food suppliers to come up with solutions to improve people's intention to use domestic organic food, especially in terms of product quality.