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http://dx.doi.org/10.13106/jafeb.2021.vol8.no2.0485

Factors Influencing on Consumer's Decision on Vegetarian Diets in Vietnam  

NGO, Vu Quynh Thi (Faculty of Marketing, University of Finance - Marketing)
VO, Thi Anh Dao (University of Finance - Marketing)
NGO, Anh Phung (University of Finance - Marketing)
NGUYEN, Do Mai Anh (University of Finance - Marketing)
LE, Minh Thu (University of Finance - Marketing)
TO, Thi Phuong Loan (University of Finance - Marketing)
NGUYEN, Thi Thuy Phi (University of Finance - Marketing)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.2, 2021 , pp. 485-495 More about this Journal
Abstract
Recently, vegetarian diets have experienced a dramatic increase in popularity. The aim of the study is to explore and test the relationship between the factors influencing consumers' dietary decisions in Ho Chi Minh City, Vietnam. The questionnaire applied a five-point Likert scale to investigate factors that affect Ho Chi Minh City's citizens when they have a vegetarian diet. 497 respondents (68% female; 61.2% aged 18-22; 82.7% had regular vegetarian diets) living in Ho Chi Minh City took part in both online and offline surveys. The results were processed by SPSS 22.0 software. The reliability was checked by Cronbach Alpha and Exploratory factor analysis (EFA) to identify the underlying relationships between measured variables. The Correlation analysis was implemented to show how strong and degree of two variables are related to each other before the multivariate regression equation was analyzed. The result showed the Five factors that were motivating people in Ho Chi Minh City to decide on plant-based diets, such as Animal Welfare, Health, Religion, Mood, and Reference groups. The mood is the most influential variable that significantly influences people's food choices. Attitudes toward vegetarian diets are changing. Therefore, recognizing the trends in food consumption might help companies take advantage of investment opportunities and build their marketing strategies.
Keywords
Consumer Behaviour; Vegetarian Diet; Mood; Health; Animal Welfare;
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