A STUDY ON GEN Y CONSUMERS’ ONLINE PURCHASE INTENTION OF ORGANIC FOOD IN HO CHI MINH, VIETNAM
Keywords:
Organic Food Consumption, Gen Y, Online Purchase Intention, Attitudes, Perceived RiskAbstract
This research aims to examine factors influencing Gen Y consumers’ online purchase intention of organic food in Ho Chi Minh, Vietnam. The conceptual framework contains key variables including reasons against organic food purchase, health consciousness, reasons for organic food consumption, attitudes, social influence, perceived risk, and online purchase intention. This study applied quantitative approach to distribute the questionnaire to 500 respondents. The sampling techniques are judgmental sampling, convenience sampling and snowball sampling. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were applied to analyze the data. The findings were that attitudes are significantly influenced by reasons against organic food consumption, reasons for organic food consumption and health consciousness but not by social influence. Furthermore, Online purchase intention is significantly influenced by reasons against organic food consumption, reasons for organic food consumption and attitudes but not by perceived risk. The study sheds light on the Vietnamese consumers’ attitudes toward online shopping which can be useful for academic practitioners, online food retailers and marketers.
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