The theory of planned behavior toward organic food in Vietnam: The moderation of environmental concern

Abstract

With the increases in environmental concern, customers are more and more pay attention to purchase organic food. Despite purchase intention of customers toward organic food in many nations being commonly studied, there is a lack of research related to the moderation of environmental concern based on the Theory of Planned Behaviour (TPB). In this research, this study investigates the moderation of environmental concerns based on the theory of planned behaviour toward organic food in Vietnam. The methodology of mixed-methods of qualitative and quantitative is applied with a survey of 420 customers being conducted to collect data from three biggest cities in Vietnam: Ho Chi Minh, Da Nang and Ha Noi. The result shows that the customers have more environmental concern which increases their attitude to intention of purchasing organic food. This enriches the existing literature with the moderation of environmental concern to the relationship of attitude and purchase intention toward organic food in Vietnam based on the Theory of Planned Behaviour.