Exploring the green food consumption intention of the people in Ho Chi Minh City

Nguyen Le Hoang Thuy To Quyen * , & Nguyen Giang Chau

* Correspondence: Nguyen Le Hoang Thuy To Quyen (email: quyen.nlhtt@ou.edu.vn)

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Received: 11 Nov 2022
Revised: 13 Feb 2023
Accepted: 22 Feb 2023
Published: 06 Jun 2023
DOI: 10.58810/vhujs.9.1.2023.686
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Nguyễn, C. G., & Nguyễn, Q. . L. H. T. T. (2023). Exploring the green food consumption intention of the people in Ho Chi Minh City. Van Hien University Journal of Science 9(1), 103-110.
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Volume 9 - Issue 1 (2023)
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Abstract

This study was conducted to analyze the factors affecting the green food consumption intention of citizens in Ho Chi Minh city (HCMC). The Partial least squares structural equation modeling (PLS-SEM) and the Importance Performance Matrix Analysis (IPMA) have been employed in modeling green food consumption intention based on the surveyed data of 200 people in the city. Research results show that environmental concerns, health awareness and service quality are three factors that have statistically significant impacts on the green food consumption intention. Label trust and price have no significant effect on green food consumption. Besides, service quality is the lowest performed factor even though it has the highest importance, leading to the consumption intention. This implies focusing on improving service quality to encourage green food consumption intention.
Keywords: green food consumption, Ho Chi Minh City, IPMA, PLS-SEM

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