Factors Affecting Intention to Purchase Organic Agriculture Products among Vietnamese


Luong Thu Thuy
Faculty of Economics, Academy of Finance, Vietnam

Tran Thi Phuong Diu
Faculty of Economics, Academy of Finance, Vietnam

Nguyen Dinh Hoan
Faculty of Economics, Academy of Finance, Vietnam

Vu Viet Ninh
Faculty of Economics, Academy of Finance, Vietnam

Nguyen Thi Thuy Nga
Faculty of Economics, Academy of Finance, Vietnam

Globally, customer intention to purchase has become the essential part of the product and organization’s success in the market. More recently, the idea has captured the attention of academic and policymakers alike. Therefore, the current article analyses product quality features such as agreeableness, emotional stability conscientiousness, openness to experience and extroversion on the intention to purchase organic agricultural products in the context of Vietnam. The study also analyses the mediating role of customer satisfaction between the association of product quality features and intention to purchase organic products in Vietnam. The present study uses questionnaires to collect data pertaining to the health sector of Vietnam. The current study employs the smart-PLS to analyze the constructs and items’ reliability as well as the association among constructs. The results show that product quality features except extroversion have a positive and significant association with intention to purchase organic products in Vietnam. The results also reveal that customer satisfaction significantly and positively mediates among the associations of product quality features and intention to purchase organic products in Vietnam. This study is suitable for policymakers while formulating policies that may directly or indirectly affect customers’ intention to purchase organic agricultural products.

Key words:Product quality features, agreeableness, emotional stability, conscientiousness, extroversion, organic products, openness to experience

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