| Summary: | 碩士 === 中國文化大學 === 全球商務碩士學位學程碩士班 === 107 === ABSTRACT
The demand for organic food products is now increasing rapidly and can be seen as a hot trend developing throughout the world due to the concern about food standard safety, human health, and harm-free environment. In Vietnam, people have the tendency to purchase and consume organic food instead of conventional food in order to promote better health and be friendlier to the environment. The purpose of this study is to understand Vietnamese consumers’ perception on organic food as well as to examine the relationships among factors which have an effect on consumers’ purchasing intention and perceived purchase behavior toward organic food in Vietnam. The data was collected by the online survey questionnaires which had been distributed to all Vietnamese who reside in Vietnam. There are 400 participants answered the questionnaires, with the correct answering rate of 91.25%. Therefore, a total of 365 respondents was valid to be analyzed by IBM SPSS. The results indicated that female in respondents are more interested in purchasing and consuming organic food. The number of young people concerning and tending to purchase organic food is much higher than older people. Besides, better educated and higher income citizens are more concerned with organic food. The results also indicated the effect of Vietnamese consumers’ perception including health consciousness, safety and quality, environmental concern, and price towards organic food had an influence on consumers’ purchase intention and purchase intention had an influence on perceived purchase behavior about organic food.
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