Factors affecting green food purchase intention in Ho Chi Minh city

Abstract

This study adopts Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) to measure factors affecting green food purchase intention in Ho Chi Minh city (HCMC). The survey data was collected from 197 students during the period of 1st to 20th September. 2017. Testing the conceptual model by Structural Equation Modeling (SEM), we find that perceived usefulness of green food and perceived ease of purchase impact on attitudes towards green food purchase. We also find that subjective nonn, perceived usefulness of green food, attitudes towards green food purchase are positively associated with green food purchase intention. From the research findings, some recommendations are proposed accordingly.