ORGANIC FOOD CONSUMPTION BEHAVIOR OF EUROPEAN BRANDS IN VIETNAMESE MARKET – APPLICATION OF HOWARD-SHETH MODEL: A CASE STUDY OF DAVERT BRAND HÀNH VI TIÊU DÙNG THỰC PHẨM HỮU CƠ CỦA THƯƠNG HIỆU CHÂU ÂU – ỨNG DỤNG MÔ HÌNH HOWARD SHETH : NGHIÊN CỨU ĐIỂN HÌNH THƯƠNG HIỆU DAVERT

Abstract

The improvement of people's living standards and the opportunity to have a good life is what most countries desire. Expanding global consumption leads to more import business opportunities for distributors and intermediaries for meeting the national consumption market. Organic food consumption is not only of concern in developed countries but is now also in developing countries like Vietnam. The study was conducted to examine the impact of components of customer value perception which are financial, functional, individial, and social value perception on organic food consumption behavior through the mediating role of Davert brand trust in Vietnam is based on the Howard - Sheth model. Data collection method is by survey questionnaire from 352 consumers who have used Davert organic foods in 2 cities (Hanoi and Ho Chi Minh). The collected data were analyzed for structural linear modeling (SEM). The results show that all four components of value perception indirectly impact organic food consumption behavior through the mediating role of brand trust, in which financial value perception has the strongest impact. From the findings, the study discussed to provide management implications for Vietnamese market managers and organic food importers.