Organic Food Consumption among Households in Hanoi: Importance of Situational Factors

The promotion of sustainable consumption plays an extremely important role in Vietnam’s National Green Growth Strategy. However, despite an increase in concerns about environmental issues, eco-friendly buying behaviors in general and organic food consumption in particular are still unpopular among V...

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Autores principales:	Anh Thi Van Tran, Nhung Thi Nguyen
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	green consumption organic food green consumption gap green lifestyle consumer behavior theories Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/f11c79983cdf49bda3aa7f9fbde22b62
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spelling	oai:doaj.org-article:f11c79983cdf49bda3aa7f9fbde22b622021-11-25T19:01:35ZOrganic Food Consumption among Households in Hanoi: Importance of Situational Factors10.3390/su1322124962071-1050https://doaj.org/article/f11c79983cdf49bda3aa7f9fbde22b622021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12496https://doaj.org/toc/2071-1050The promotion of sustainable consumption plays an extremely important role in Vietnam’s National Green Growth Strategy. However, despite an increase in concerns about environmental issues, eco-friendly buying behaviors in general and organic food consumption in particular are still unpopular among Vietnamese consumers, leading to a question about the importance of situational factors, which this article focuses on. Based on attitudes; subjective norms; perceived norms, which are mentioned in the theory of planned behavior (TPB) and consumer choice theory; and social norms from social categorization theory, the research created a questionnaire and then sent it to respondents who were in charge of buying food for their family in Hanoi. Then, 423 of the 570 responses received were used to create the structural equation model (SEM) with four distinct stages in AMOS statistical software, which evidences the crucial role of situational factors. Subjective norms and social norms have the highest positive impact on organic food purchase among households in Hanoi. Moreover, households’ organic food purchase is also positively affected by perceived behavior control and the availability of products but negatively affected by the price of products, which strongly fits with TPB, social categorization theory, and other studies. In particular, there is no evidence about relationships between knowledge of or attitude toward organic food and family income and organic food purchase among households in Hanoi. In addition, age and education status do not have any impact on respondents’ behavior in organic food purchase in this city. Finally, the authors propose some suggestions to promote organic food consumption among households in Hanoi. First is that businesses specializing in the production and supply of organic products should focus on customer care activities, innovate business models, and advertise to attract customers to use organic products. Second is that the government should issue regulations to encourage businesses to invest in the research and production of organic products as well as implement strict regulations to penalize violations in the production and supply of organic products.Anh Thi Van TranNhung Thi NguyenMDPI AGarticlegreen consumptionorganic foodgreen consumption gapgreen lifestyleconsumer behavior theoriesEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12496, p 12496 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	green consumption organic food green consumption gap green lifestyle consumer behavior theories Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	green consumption organic food green consumption gap green lifestyle consumer behavior theories Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Anh Thi Van Tran Nhung Thi Nguyen Organic Food Consumption among Households in Hanoi: Importance of Situational Factors
description	The promotion of sustainable consumption plays an extremely important role in Vietnam’s National Green Growth Strategy. However, despite an increase in concerns about environmental issues, eco-friendly buying behaviors in general and organic food consumption in particular are still unpopular among Vietnamese consumers, leading to a question about the importance of situational factors, which this article focuses on. Based on attitudes; subjective norms; perceived norms, which are mentioned in the theory of planned behavior (TPB) and consumer choice theory; and social norms from social categorization theory, the research created a questionnaire and then sent it to respondents who were in charge of buying food for their family in Hanoi. Then, 423 of the 570 responses received were used to create the structural equation model (SEM) with four distinct stages in AMOS statistical software, which evidences the crucial role of situational factors. Subjective norms and social norms have the highest positive impact on organic food purchase among households in Hanoi. Moreover, households’ organic food purchase is also positively affected by perceived behavior control and the availability of products but negatively affected by the price of products, which strongly fits with TPB, social categorization theory, and other studies. In particular, there is no evidence about relationships between knowledge of or attitude toward organic food and family income and organic food purchase among households in Hanoi. In addition, age and education status do not have any impact on respondents’ behavior in organic food purchase in this city. Finally, the authors propose some suggestions to promote organic food consumption among households in Hanoi. First is that businesses specializing in the production and supply of organic products should focus on customer care activities, innovate business models, and advertise to attract customers to use organic products. Second is that the government should issue regulations to encourage businesses to invest in the research and production of organic products as well as implement strict regulations to penalize violations in the production and supply of organic products.
format	article
author	Anh Thi Van Tran Nhung Thi Nguyen
author_facet	Anh Thi Van Tran Nhung Thi Nguyen
author_sort	Anh Thi Van Tran
title	Organic Food Consumption among Households in Hanoi: Importance of Situational Factors
title_short	Organic Food Consumption among Households in Hanoi: Importance of Situational Factors
title_full	Organic Food Consumption among Households in Hanoi: Importance of Situational Factors
title_fullStr	Organic Food Consumption among Households in Hanoi: Importance of Situational Factors
title_full_unstemmed	Organic Food Consumption among Households in Hanoi: Importance of Situational Factors
title_sort	organic food consumption among households in hanoi: importance of situational factors
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/f11c79983cdf49bda3aa7f9fbde22b62
work_keys_str_mv	AT anhthivantran organicfoodconsumptionamonghouseholdsinhanoiimportanceofsituationalfactors AT nhungthinguyen organicfoodconsumptionamonghouseholdsinhanoiimportanceofsituationalfactors
_version_	1718410439923073024

Organic Food Consumption among Households in Hanoi: Importance of Situational Factors

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