Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

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Research on Vietnamese Consumer Behaviour Towards Organic Products at Mini Supermarkets

Authors
Nguyen Tai Vuong1, Nguyen Thi Thu Thuy1, Nguyen Thi Nhu Van2, Nguyen Hoang Lan1, *
1School of Economics and Management, Hanoi University of Science and Technology, Hanoi, Vietnam
2Industrial and Energy Management Faculty, Electric Power University, Hanoi, Vietnam
*Corresponding author. Email: Lan.nguyenhoang@hust.edu.vn
Corresponding Author
Nguyen Hoang Lan
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-076-3_44How to use a DOI?
Keywords
Mini Supermarket; Organic Food; Purchase Intention; Purchase Behaviour
Abstract

This study explores and analyses the factors affecting consumers’ buying behaviour towards organic food at a mini supermarket, thereby proposing some implications. Partial least squares structural equation modelling was used to test the study hypotheses. Data was collected by surveying customers who had experienced consuming organic products at the mini supermarket. The testing outcomes demonstrated that seven of the eight proposed hypotheses were supported. Price sensitiveness is the only variable in the model that showed a positive link to consumers’ purchase behaviour but no significant relationship with consumers’ purchase intention. From a practical perspective, the study suggests several important implications for marketers and mini supermarket owners to encourage their customers to buy organic food. This study provides important insights into the widely recognized yet little-researched topic of consumers’ behaviour towards organic food.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
12 December 2022
ISBN
978-94-6463-076-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-076-3_44How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nguyen Tai Vuong
AU  - Nguyen Thi Thu Thuy
AU  - Nguyen Thi Nhu Van
AU  - Nguyen Hoang Lan
PY  - 2022
DA  - 2022/12/12
TI  - Research on Vietnamese Consumer Behaviour Towards Organic Products at Mini Supermarkets
BT  - Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
PB  - Atlantis Press
SP  - 553
EP  - 567
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-076-3_44
DO  - 10.2991/978-94-6463-076-3_44
ID  - Vuong2022
ER  -