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http://dx.doi.org/10.15722/jds.18.7.202007.73

Factors affecting Organic Food Purchasing Decisions of Kindergartens in Ho Chi Minh City  

TRUONG, Thi Hong (Marketing Department, University of Finance - Marketing)
NGUYEN, Xuan Truong (Marketing Department, University of Finance - Marketing)
Publication Information
Journal of Distribution Science / v.18, no.7, 2020 , pp. 73-81 More about this Journal
Abstract
Purpose: This research examines the factors that influence organic food purchasing decisions of kindergartens in Ho Chi Minh City, Vietnam. Research Design, Data, and Methodology: A mixed-method research was utilized in this study. It included a focus group of 10 participants and a survey of 304 respondents, (quantitative research) who are employed in the selected kindergartens, using both online and paper surveys based on nonprobability and convenient sampling. The SPSS and SmartPLS 3 software were used to analyze data. Results: a) Eight factors affect the purchase decision of kindergartens; b) Environment Attention, Normative Beliefs, Trust belief on brand, Cost of meal set, and Reference group positively affect Intention behavior; c) Feeling safe positively affect Perceived Quality Product. Perceived quality of product and Intention behavior positively affect organic food Purchase Decision of kindergartens. Conclusion: Eight factors affect organic food purchasing decisions of kindergartens in Ho Chi Minh City. This study offers recommendation and solutions for a stable output of organic products in Vietnam, and ways to popularize them within the community.
Keywords
Kindergartens; Organic food; Intention behavior; Purchase decision; Ho Chi Minh City;
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Times Cited By KSCI : 4  (Citation Analysis)
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