The effect of climate change on the behavior of buying organic food of consumers and businesses aims to sustainable development: case in Ho Chi Minh City

Abstract

This study aims to investigate the effects of climate change on consumers' buying behavior of organic food as well as to examine whether the weak “Climate change concern” and the intermediate variables are “Environmental concern”, “Attitude”, “Health Perception” have an impact on “Intention to buy” and “Purchase behavior” of organic food, especially for consumers in the Ho Chi Minh City. During the research, authors combined both qualitative and quantitative research methods. First, after referring to previous studies related to organic food and theories of consumer behavioral intention, the research team came up with the proposed model and the appropriate questionnaire to suit the market in Ho Chi Minh City. At the first stage, the group had preliminary results through group discussion and consultation with two experts in the field of organic food, and also consulted with the instructor to correct the problem. Hypotheses, logic, usage of sentences to suit the research context of the topic. Following that in phase two, the study used direct and indirect survey methods to collect data from 365 consumers in Vietnam in Ho Chi Minh City. To test their proposed hypotheses, scales and research models, the research team applied Cronbach's Alpha reliability test, exploratory factor analysis (EFA) and SEM testing method with the Amos tool. Research shows that environmental concerns and health awareness are important factors for consumers in their decision to buy organic food. Moreover, the study also shows that climate change is affecting the demand to buy organic food in a trend that makes people more health-conscious and this also encourages customers to buy and use organic foods. organic products. Therefore, the study suggests that governments and international organizations need to come up with policies and measures to support the development of organic agriculture and ensure transparency in the organic food supply chain. Furthermore, manufacturers and retailers also need to enhance consumer information about organic foods and brands, enabling them to make smarter and more sustainable purchasing decisions.