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Organic food purchase decisions from a context-based behavioral reasoning approach
Ngoc Phuong Thi Nguyen1, Huy Duc Dang2
1University of Finance and Accountancy, Quang Ngai, Viet Nam.
Appetite
|March 5, 2022
Summary
Understanding the organic food "green gap" in Vietnam reveals consumer values strongly influence organic food purchase intentions. Trust enhances positive attitudes, while knowledge impacts intentions directly, bridging the gap between intention and action.
Area of Science:
- Consumer Behavior
- Marketing Science
- Behavioral Economics
Background:
- The organic food sector faces a 'green gap' where consumer intentions to purchase organic products don't align with actual buying behavior.
- Context-specific cognitive and reasoning processes are proposed as key to understanding this intention-behavior discrepancy.
- Behavioral Reasoning Theory offers a framework to explore these underlying consumer decision-making processes.
Purpose of the Study:
- To investigate the context-based reasoning influencing Vietnamese consumers' organic food purchase behavior.
- To test the applicability of Behavioral Reasoning Theory in the Vietnamese organic food market.
- To identify key factors (values, reasons, attitudes, trust, knowledge) affecting the intention-behavior gap.
Main Methods:
- Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data from 300 Vietnamese consumers in Hanoi and Ho Chi Minh City.
- Hypotheses were tested regarding the relationships between values, reasons, attitudes, behavioral intention, and actual purchase behavior.
- Mediation analysis explored the role of reasons and attitudes, with extensions for trust and knowledge factors.
Main Results:
- Consumer values significantly influenced reasons for and attitudes towards organic food purchases.
- Attitudes and reasons (both for and against) positively predicted purchase intentions.
- Trust positively moderated reasons for and attitudes, while mitigating reasons against; consumer knowledge impacted intentions directly.
Conclusions:
- Cognitive routes from values to reasons and attitudes are strong drivers of organic food purchase intention in Vietnam.
- The study highlights the nuanced role of trust and knowledge in shaping consumer behavior towards organic foods.
- Findings offer practical implications for marketers and policymakers aiming to bridge the green gap and promote organic consumption.
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