The study follows the positivism paradigm and has used primary data to
examine the theory of planned behavior extension and organic food of millennials
in Vietnam. The main aim of this research is to investigate millennials' income
and environmental concern for organic food purchase intention by applying the
theory of planned behavior. The cluster and snowball technique were applied to
collect data from southern, central, and northern Vietnam. Data were analyzed
with the help of structural equation modeling (SEM) from the Smart-PLS tool and
moderation analysis with the SPSS tool. The results show the positive effect of
attitude, subjective norms, and perceived behavioral control on Vietnamese
millennials' purchase intention toward organic food. Moreover, income was found
to be the moderator of the relationship between subjective norms and purchase
intention, attitude and purchase intention. Income did not moderate the
relationship between perceived behavioral control and purchase intention.
Environmental concern was the moderator of the relationship between perceived
behavioral control and purchase intention, subjective norms and purchase
intention, attitude and purchase intention. Last but not least, there was a threeway interactive effect of environmental concern, income, and attitude on purchase
intention. The three strongest influences of attitude on purchase intention toward
organic food are the condition of the high value of environmental concern and
income level from 10 million to 20 million VND (the strongest influence); income
level of more than 40 million VND (the second strongest influence); income level
from 20 to 30 million VND (the third strongest influence). Under the condition of
income of less than 30 million VND and low value of environmental concern,
attitude did not predict purchase intention.
| ISBN: | 978-80-7678-146-7 |
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| EAN: | 9788076781467 |
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| Počet stran |
47 stran |
| Datum vydání |
29. 12. 2022 |
| Pořadí vydání |
První |
| Jazyk |
anglický |
| Vazba |
e-kniha - pdf |
| Autor: |
Hung Cuong Hoang |
| Nakladatelství |
Univerzita Tomáše Bati ve Zlíně |
| Tématická skupina |
999 - nezařazeno |
| Neprodejná publikace. Publikaci je možné poptávat zde: Volně dostupné na http://hdl.handle.net/10563/52407 |
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