Factors affecting consumer behavior of organic products in Ho Chi Minh city

Abstract

Nowadays, organic products have become familiar to most customers of all ages. Increasing awareness of health factors helps consumers understand the nature and importance of using organic products in their daily consumption habits. Therefore, this research aimed to determine the factors affecting the consumption behavior of organic products of young consumers in Ho Chi Minh City under the theoretical framework of planned behavior (TPB). The study adopted the qualitative purposive sampling method and collected data from 10 in-depth interviewers. The results show eight factors affecting young consumers' intention to buy organic products in Ho Chi Minh City. Knowledge, beliefs, relationships, health consciousness, environmental concern, and price significantly influenced respondents' desire to buy organic products, while diversity and distribution networks had little impact. The intention to buy organic products is a crucial indicator of future consumption. Therefore, policymakers and businesses can find methods to promote this product to young consumers in Ho Chi Minh City through the results obtained from this study.