Consumer Perception and Attitude Influencing the Purchase Intention of Organic Food: A Case Study in the Mekong Delta Region, Vietnam

Abstract

This research, conducted in the Mekong Delta region, integrates qualitative and quantitative methods to explore the factors influencing consumer attitudes toward organic food. The qualitative phase involved interviews with 6 green consumerism experts in February 2023, refining research concepts for the Vietnamese context. Subsequently, two consumer opinion surveys were conducted, with a preliminary survey involving 60 participants in March 2023, and a formal survey with 300 consumers in Can Tho and An Giang. Out of 248 valid surveys, the study employed multivariate linear regression and hypothesis testing to elucidate relationships between independent and dependent variables. All three independent variables - health concern, quality assurance, and environmental protection - displayed significant positive impacts on consumer attitudes, with health concern exhibiting the strongest influence. Furthermore, attitudes positively affected consumers' intentions to purchase organic food. The results underscore the importance of health-related considerations and quality assurance in shaping consumer attitudes. To leverage these findings, recommendations include health awareness campaigns, reinforcement of quality assurance systems, and creative communication initiatives for environmental protection, fostering a robust green consumer community in the region. This comprehensive approach offers valuable insights for marketers, policymakers, and researchers seeking to understand and enhance consumer perceptions of organic food in the Mekong Delta.