Factors affecting consumer intention to purchase organic food in ho chi minh city 2022

STATE BANK OF VIETNAM THE MINISTRY OF EDUCATION TRAINING HO CHI MINH UNIVERSITY OF BANKING PHAN NGUYEN NGOC BICH STUDENT CODE 030805170203 FACTORS AFFECTING CONSUMER INTENTION TO PURCHASE ORGANIC FO.

STATE BANK OF VIETNAM THE MINISTRY OF EDUCATION & TRAINING HO CHI MINH UNIVERSITY OF BANKING PHAN NGUYEN NGOC BICH STUDENT CODE: 030805170203 FACTORS AFFECTING CONSUMER INTENTION TO PURCHASE ORGANIC FOOD IN HO CHI MINH CITY GRADUATION THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: DANG TRUONG THANH NHAN, Ph.D Ho Chi Minh city, 2022 STATE BANK OF VIETNAM THE MINISTRY OF EDUCATION & TRAINING HO CHI MINH UNIVERSITY OF BANKING PHAN NGUYEN NGOC BICH STUDENT CODE: 030805170203 FACTORS AFFECTING CONSUMER INTENTION TO PURCHASE ORGANIC FOOD IN HO CHI MINH CITY GRADUATION THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: DANG TRUONG THANH NHAN, Ph.D Ho Chi Minh city, 2022 COMMENTS OF THESIS SUPERVISOR Comment content: ………………………………………………………………………….……… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… Ho Chi Minh City, 6th June, 2022 CONFIRMATION OF THESIS SUPERVISOR Dr Dang Truong Thanh Nhan i ABSTRACT Organic food is gradually becoming a necessary food for every family because of its significant benefits Ho Chi Minh city is densely populated with high level of education and stable income, so it is a potential market to develop food industry in general and organic food in particular Therefore, the study “Factor affecting intention to buy organic food in Ho Chi Minh city” was carried out to identify and measure the factors impacting consumer intention to buy organic food From the research results, the author proposes appropriate management implications so that business managers can approach more consumers in the city The method of the research was carried out in two phases: qualitative research and quantitative research Based on TPB theory and previously related studies, the author has built a proposed research model including hypotheses and a preliminary scale After conducting qualitative research including group discussions with experts and in-depth interviews with consumers, the author has built a total of 40 observed variables, the results showed that 6/7 hypotheses were accepted Accordingly, except for Perceived Price, which has negative impact, the remaining variables: Attitude, Subjective Norm, Perceived Behavior Control, Health Awareness and Perceived Quality all have positive impact on the intention to buy organic food of consumers in Ho Chi Minh city The author also proposes some appropriate governance implications for managers with each factor in order of the highest influence level to the lowest ii DECLARATION OF AUTHENTICITY The author of this thesis is Phan Nguyen Ngoc Bich, a senior student majoring in business administration, HQ5-GE05 class, of HCMC University of Banking I, the author, hereby declare that this thesis is my own research work, the research results are truthful, in which there are no previously published contents or contents made by others except for citations fully cited in the thesis Ho Chi Minh City, 6th June, 2022 Student, Phan Nguyen Ngoc Bich iii ACKNOWLEDGEMENT To complete this thesis, I have received such care and supports from teachers Therefore, I would like to express my sincere thanks to all the teachers of Ho Chi Minh city of Banking University, especially the teachers of the Faculty of Business Administration for imparting valuable knowledge and experience during my fouryear studying and practicing at HUB Besides, I would like to give my respect and thanks to my lecturer - Dr Dang Truong Thanh Nhan, who directly guided for this thesis Thank you for your support, helping me to orient my knowledge and apply it to practice during the research so that I can complete the thesis in the best way At the same time, I would like to thank all of my friends who spent their time answering my survey so that I could complete this graduate thesis Finally, the author would like to express deep gratitude to the authors who have done related researches so that I have such a complete source of material and useful for the implementation of the thesis Despite the efforts in learning and research, however, due to lack of experience as well as limitations in professional knowledge, it is difficult to avoid shortcomings in the thesis I look forward to receiving your understanding and suggestions as well as your contributions to improve this study I would like to wish all teachers and readers a lot of health and success in work iv TABLE OF CONTENTS ABSTRACT i DECLARATION OF AUTHENTICITY ii ACKNOWLEDGEMENT iii TABLE OF CONTENTS iv LIST OF ACRONYMS vii LIST OF FIGURES viii LIST OF TABLES ix CHAPTER THESIS INTRODUCTION AND OVERVIEW 1.1 The necessity of the topic 1.2 Research Objectives 1.2.1 General Objective 1.2.2 Specific Objectives 1.3 Research Questions 1.4 Subject and scope of the research 1.4.1 Research Subjects 1.4.2 Research Scope 1.5 Research Method 1.6 Research Contribution 1.7 Thesis Structure SUMMARY OF CHAPTER CHAPTER THEORETICAL BASIS AND RESEARCH MODEL 2.1 Concepts 2.1.1 Concept of Organic Food 2.1.2 Concept of Purchase Intention 2.1.3 Concept of Consumers in Ho Chi Minh City 2.2 Theoretical basis 2.2.1 Theory of Reasoned Action - TRA 2.2.2 Theory of Planned Behavior - TPB 2.3 Empirical Studies 10 v 2.3.1 International Studies 10 2.3.2 Domestic studies 14 2.4 Summary of relevant theoretical basis and research models 19 2.4.1 Summary of relevant theoretical basis 19 2.4.2 Comments on previous studies 21 2.5 Developing hypotheses and proposed research model 22 2.5.1 Scientific basis to develop suitable hypotheses for the topic 22 2.5.2 Develop research hypotheses 23 2.5.3 Proposed research model 26 SUMMARY OF CHAPTER 28 CHAPTER 3: RESEARCH METHODOLOGY 29 3.1 Research process 29 3.2 Qualitative research 30 3.2.1 Building preliminary scale 30 3.2.2 Group discussion with experts 32 3.2.3 In-depth interviews with consumers 36 3.2.4 Building the official scale and questionnaire 37 3.3 Quantitative research 40 3.3.1 Sample size 41 3.3.2 Data collecting 41 3.3.3 Data analysis 42 SUMMARY OF CHAPTER 46 CHAPTER RESEARCH RESULTS AND DISCUSSION 47 4.1 Sample descriptive statistics 47 4.1.1 Descriptive statistics on qualitative variables 47 4.1.2 Descriptive statistics on quantitative variables 49 4.2 Cronbach's Alpha reliability test 49 4.3 EFA analysis 52 4.3.1 EFA analysis results of independent variables 53 4.3.2 EFA analysis results of dependent variables 56 4.3.3 Adjustments of the research model after EFA analysis 57 4.4 Correlation analysis 57 vi 4.5 Regression analysis 59 4.5.1 Evaluate the fit of the regression model 60 4.5.2 Regression coefficients and regression equation 61 4.5.3 Testing the assumptions of the Regression model 62 4.5.4 Research hypotheses testing and results discussion 66 4.6 Difference testing 72 4.7 Compare the results with previous domestic studies 74 SUMMARY OF CHAPTER 76 CHAPTER CONCLUSIONS AND IMPLICATIONS 77 5.1 Conclusion 77 5.2 Management implications 78 5.2.1 Attitude 78 5.2.2 Subjective Norm 79 5.2.3 Perceived Price 79 5.2.4 Perceived Quality 80 5.2.5 Health Awareness 80 5.2.6 Perceived Behavioral Control 81 5.3 Contribution of research 81 5.4 Limitations and directions for further research 82 SUMMARY OF CHAPTER 84 REFERENCE 85 APPENDIX vii LIST OF ACRONYMS No Acronyms Meaning HCMC Ho Chi Minh City OF Organic Food TRA Theory of Reasoned Action CF Conventional Food TPB Theory of Planned Behavior SPSS Statistical Package for the Social Sciences EFA Exploratory Factor Analysis 110 PQ4 PQ5 PQ6 17.60 17.62 17.83 8.502 10.471 8.616 607 204 636 737 831 731 Second time Reliability Statistics Cronbach's Alpha N of Items 831 Item-Total Statistics Scale Mean if Scale Variance Corrected ItemItem Deleted if Item Deleted Total Correlation PQ1 14.18 7.475 525 PQ2 14.26 6.820 680 PQ3 13.91 6.845 649 PQ4 13.95 6.797 643 PQ6 14.18 6.984 652 Cronbach's Alpha if Item Deleted 825 783 792 793 791 G Reliability Statistics of “Perceived Price” Reliability Statistics Cronbach's Alpha N of Items 792 Item-Total Statistics Scale Mean if Scale Variance Corrected ItemItem Deleted if Item Deleted Total Correlation PP1 11.43 4.051 614 PP2 11.34 4.153 597 PP3 11.41 4.016 628 PP4 11.47 4.156 565 Cronbach's Alpha if Item Deleted 734 742 726 758 H Reliability Statistics of “Organic Food Purchase Intention” Reliability Statistics Cronbach's Alpha N of Items 808 Item-Total Statistics Scale Mean if Scale Variance Corrected ItemItem Deleted if Item Deleted Total Correlation OFPI1 13.62 6.597 573 OFPI2 13.71 6.529 600 OFPI3 13.58 6.505 616 OFPI4 13.77 6.715 577 Cronbach's Alpha if Item Deleted 778 769 764 776 111 OFPI5 13.69 6.554 604 768 Appendix 9: EFA analysis of independent variables A EFA factor analysis for independent variables for the first time KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 5503.491 528 000 827 6949.196 903 000 Total Variance Explained Compon ent 10 11 12 13 14 15 16 17 18 19 20 Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Cumulat Total % of Cumulat Varian ive % Varian ive % ce ce 10.000 30.302 30.302 10.00 30.302 30.302 2.285 6.924 37.226 2.285 6.924 37.226 2.062 6.248 43.474 2.062 6.248 43.474 1.873 5.676 49.149 1.873 5.676 49.149 1.801 5.457 54.606 1.801 5.457 54.606 1.611 4.882 59.488 1.611 4.882 59.488 1.336 4.048 63.536 1.336 4.048 63.536 948 2.874 66.410 825 2.499 68.909 769 2.331 71.239 715 2.167 73.406 679 2.059 75.465 642 1.945 77.409 630 1.909 79.318 615 1.863 81.181 558 1.690 82.871 528 1.601 84.472 517 1.565 86.037 492 1.490 87.527 478 1.449 88.976 Rotation Sums of Squared Loadings Total % of Cumulat Varia ive % nce 3.749 11.36 11.360 3.134 9.496 20.856 3.007 9.111 29.967 3.002 9.097 39.063 2.915 8.833 47.897 2.601 7.881 55.778 2.560 7.758 63.536 112 21 455 1.377 90.353 22 436 1.321 91.674 23 432 1.309 92.983 24 401 1.214 94.196 25 386 1.169 95.366 26 374 1.133 96.499 27 328 995 97.494 28 307 929 98.423 29 141 427 98.851 30 118 358 99.209 31 100 302 99.511 32 088 265 99.776 33 074 224 100.000 Extraction Method: Principal Component Analysis Factor Rotated Component Matrixa PQ3 PQ6 PQ4 SN5 PQ2 HC4 PQ1 ATT6 ATT2 ATT3 ATT1 HC3 HC1 HC2 HC5 ATT4 SN2 SN4 SN1 SN3 EC2 823 715 700 654 651 642 630 Component 568 589 555 739 725 707 673 589 738 737 681 632 608 761 726 693 665 747 113 EC1 722 EC4 695 EC5 527 669 EC3 649 PP1 PP3 PP2 PP4 PBC1 PBC3 PBC4 PBC2 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations -.776 -.728 -.715 -.700 733 729 716 682 B EFA factor analysis for independent variables for the second time KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 2862.313 378 000 887 5256.466 780 000 Total Variance Explained Compon ent Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Cumulat Total % of Cumulat Varian ive % Varian ive % ce ce 7.624 27.227 27.227 7.624 27.227 27.227 1.884 6.730 33.958 1.884 6.730 33.958 1.804 6.441 40.399 1.804 6.441 40.399 1.617 5.774 46.173 1.617 5.774 46.173 1.566 5.593 51.766 1.566 5.593 51.766 1.400 5.002 56.768 1.400 5.002 56.768 1.263 4.509 61.277 1.263 4.509 61.277 827 2.953 64.230 Rotation Sums of Squared Loadings Total % of Cumulat Varia ive % nce 2.559 9.138 9.138 2.500 8.928 18.066 2.480 8.858 26.924 2.447 8.739 35.663 2.432 8.687 44.350 2.402 8.579 52.930 2.337 8.348 61.277 114 722 2.579 66.809 10 690 2.465 69.274 11 658 2.348 71.623 12 649 2.318 73.940 13 616 2.201 76.141 14 608 2.172 78.313 15 582 2.080 80.393 16 538 1.921 82.314 17 508 1.814 84.127 18 496 1.770 85.898 19 482 1.722 87.620 20 456 1.628 89.248 21 439 1.569 90.817 22 425 1.516 92.334 23 422 1.507 93.840 24 391 1.395 95.235 25 364 1.301 96.536 26 353 1.262 97.798 27 325 1.159 98.957 28 292 1.043 100.000 Extraction Method: Principal Component Analysis Factor Rotated Component Matrixa PP1 PP3 PP2 PP4 PBC1 PBC4 PBC3 PBC2 PQ3 PQ4 PQ6 PQ1 ATT6 ATT2 Component 780 742 715 702 734 732 726 704 777 749 723 682 742 740 115 ATT3 703 ATT1 699 SN4 759 SN2 749 SN3 685 SN1 681 EC2 EC3 EC4 EC1 HC1 HC3 HC2 HC5 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations .731 713 708 698 766 730 717 615 C EFA factor analysis for dependent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 421.812 10 000 Bartlett's Test of Sphericity Component 842 470,846 000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Cumulative Total % of Cumulative Variance % Variance % 2.830 601 572 522 475 56.607 12.029 11.431 10.437 9.496 56.607 68.636 80.067 90.504 100.000 2.830 Extraction Method: Principal Component Analysis Component Matrixa 56.607 56.607 116 Component OFPI3 OFPI5 OFPI2 OFPI4 OFPI1 771 760 758 738 735 Extraction Method: Principal Component Analysis a components extracted Appendix 10: Pearson's correlation analysis OFPI Pearson OFPI Correlation Sig (2-tailed) N Pearson Correlation ATT Sig (2-tailed) N Pearson Correlation SN Sig (2-tailed) N Pearson Correlation PBC Sig (2-tailed) N Pearson Correlation EC Sig (2-tailed) N Pearson Correlation HC Sig (2-tailed) N ATT 300 594** 300 587** 363** 000 300 000 300 000 300 000 300 000 300 000 300 300 000 300 000 300 000 300 000 300 000 300 000 300 000 300 300 000 300 000 300 000 300 000 300 000 300 000 300 000 300 000 300 000 300 000 300 000 300 363** 386** 396** 000 300 300 593** 399** 392** 386** 403** 000 300 PQ 345** 432** 392** 340** 415** 379** 432** 363** 000 300 HC 363** 307** 379** 399** 333** 558** 307** 345** 000 300 EC 594** 587** 558** 415** 593** 568** 000 300 000 300 Correlations SN PBC 000 300 000 300 000 300 403** 304** 000 300 000 300 332** 300 000 300 PP 587** 000 300 365** 000 300 376** 000 300 349** 000 300 268** 000 300 378** 000 300 117 Pearson 568** 333** 340** 396** 304** 332** Correlation 346** PQ Sig (2-tailed) 000 000 000 000 000 000 000 N 300 300 300 300 300 300 300 300 Pearson Correlation 587** 365** 376** 349** 268** 378** 346** PP Sig (2-tailed) 000 000 000 000 000 000 000 N 300 300 300 300 300 300 300 300 ** Correlation is significant at the 0.01 level (2-tailed) Appendix 11: Multivariate regression analysis A Summary of regression model Model Summaryb Adjusted R Std Error of Model R R Square Square the Estimate a 719 33203 852 726 a Predictors: (Constant), PP, EC, PQ, ATT, PBC, SN, HC b Dependent Variable: OFPI Durbin Watson 2.018 B ANOVA Test ANOVAa Model Regression Residual Total Sum of Squares df Mean Square 85.143 12.163 32.192 292 110 117.335 299 a Dependent Variable: OFPI b Predictors: (Constant), PP, EC, PQ, ATT, PBC, SN, HC F 110.329 Sig .000b C Regression coefficient Model (Constant) ATT SN PBC Coefficientsa Unstandardized Standardized Coefficients Coefficients B Std Error Beta 650 272 239 035 244 217 036 222 185 036 187 t Sig 2.393 6.754 5.997 5.170 017 000 000 000 Collinearity Statistics Tolerance VIF 718 686 715 1.392 1.458 1.399 118 -.042 EC 200 HC 201 PQ -.202 PP a Dependent Variable: OFPI 035 036 034 034 D Test the model's assumptions The remainder is normally distributed -.044 205 209 -.211 -1.202 5.507 5.881 -5.870 230 000 000 000 697 678 743 729 1.434 1.474 1.347 1.371 119 Linear contact 120 Appendix 12: Average rating factors ATT1 ATT2 ATT3 ATT6 SN1 SN2 SN3 SN4 PBC1 PBC2 PBC3 PBC4 HC1 HC2 HC3 HC5 PQ1 PQ3 PQ4 PQ6 PP1 PP2 PP3 PP4 Valid N Descriptive Statistics Minimum Maximum 5 5 5 5 5 5 5 5 5 5 5 5 N 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 Mean 3.57 3.45 3.35 3.58 3.31 3.44 3.40 3.36 3.64 3.89 3.78 3.47 3.78 3.82 3.43 3.39 3.44 3.71 3.67 3.44 3.79 3.87 3.80 3.75 Std Deviation 837 831 826 824 814 814 818 856 820 808 830 807 853 843 800 829 813 853 870 818 834 816 833 843 Appendix 13: Test for mean difference A Testing for gender differences OFPI Gender Male Female N 124 176 Group Statistics Mean Std Deviation 3.3855 69102 3.4420 57753 Std Error Mean 06206 04353 121 Independent Samples Test Levene's Test for Equality of Variances F T-test for Equality of Means Sig t Equal variances 2.313 assumed 129 OF PI Equal variances not assumed df Sig (2tailed) -.770 298 Mean Difference Std 95% Confidence Error Interval of the DiffeDifference rence Lower Upper 442 -.05656 07350 -.20120 08808 -.746 234.015 456 -.05656 07580 -.20590 09278 B Test for age difference Descriptives OFPI N From 18 - 22 From 23 – 29 From 30 – 35 From 36 - 40 Above 40 Total 80 61 82 61 16 300 Mean 3.1175 3.5410 3.5585 3.3967 3.8250 3.4187 Std Deviation 22880 68249 76189 59944 53104 62644 95% Confidence Interval for Std Mean Error Lower Bound Upper Bound 02558 3.0666 3.1684 08738 3.3662 3.7158 08414 3.3911 3.7259 07675 3.2432 3.5502 13276 3.5420 4.1080 03617 3.3475 3.4898 Mini Maxi mum mum 2.40 2.00 1.40 1.80 3.00 1.40 4.40 5.00 5.00 4.80 4.80 5.00 Test of Homogeneity of Variances OFPI Levene Statistic 15.636 df1 df2 295 Sig .000 ANOVA OFPI Sum of Squares df Between Groups 12.444 Within Groups 104.891 295 Total 117.335 299 Mean Square 3.111 356 F 8.750 Sig .000 122 Robust Tests of Equality of Means OFPI Statistica df1 Welch 17.500 a Asymptotically F distributed df2 77.661 Sig .000 C Test for differences by education level Descriptives 95% Confidence Interval for Mean Lower Bound Upper Bound 08672 3.3651 3.7113 1.40 5.00 200 3.3400 59207 04187 3.2574 3.4226 1.40 5.00 Post - graduate 32 3.6563 54769 300 3.4187 62644 Total 09682 3.4588 03617 3.3475 3.8537 3.4898 2.40 1.40 4.80 5.00 OFPI N High school 68 College Mean Std Deviation 3.5382 71509 Std Error Mini Maxi mum mum Test of Homogeneity of Variances OFPI Levene Statistic 1.425 df1 df2 Sig 297 242 ANOVA OFPI Sum of Squares Between Groups 4.016 113.319 Within Groups 117.335 Total df 297 299 Mean Square 2.008 382 F 5.263 Robust Tests of Equality of Means OFPI Statistica df1 5.669 Welch a Asymptotically F distributed df2 75.779 Sig .005 Sig .006 123 D Examining the difference by occupation Descriptives 68 3.0882 10004 95% Confidence Interval for Mean Lower Bound Upper Bound 01213 3.0640 3.1125 44 3.4773 68229 10286 3.2698 3.6847 1.40 4.80 22 3.6091 64284 13705 3.3241 3.8941 2.80 5.00 20 3.5000 61044 13650 3.2143 3.7857 2.60 5.00 3.9250 52304 18492 3.4877 4.3623 3.40 4.80 41 3.4927 63733 09953 3.2915 3.6939 1.80 4.80 Self-employed 35 40 Freelancer 3.5943 63150 10674 3.3774 3.8112 2.20 5.00 3.3700 78125 12353 3.1201 3.6199 1.40 5.00 22 3.5455 78844 16810 3.1959 3.8950 1.80 5.00 300 3.4187 62644 03617 3.3475 3.4898 1.40 5.00 OFPI Student Office staff Sale staff Technical staff Manager Civil servant Other Total N Mean Std Deviation Std Error Test of Homogeneity of Variances Levene Statistic df1 df2 Sig 9.202 000 291 Mini Maxi mum mum 3.00 3.20 ANOVA OFPI Sum of Squares Between Groups 12.309 105.026 Within Groups 117.335 Total df 291 299 Mean Square 1.539 361 F 4.263 Robust Tests of Equality of Means OFPI Statistica df1 12.011 Welch a Asymptotically F distributed df2 68.621 Sig .000 Sig .000 124 E Income difference test Descriptives 95% Confidence Interval for Std Std Mean Mean Error Deviation Lower Bound Upper Bound 3.0780 09838 01281 3.0523 3.1036 3.00 3.20 3.0971 10142 01714 3.0623 3.1320 3.00 3.20 From – 10 106 3.4925 72410 million 07033 3.3530 3.6319 1.40 4.80 OFPI N Under million 59 From – 35 million Mini Maxi mum mum From 10 – 15 37 million 3.4162 65892 10833 3.1965 3.6359 1.80 4.60 From 15 – 20 31 million 3.8710 69579 12497 3.6157 4.1262 2.20 5.00 3.7188 59429 10506 3.5045 3.9330 2.60 5.00 300 3.4187 62644 03617 3.3475 3.4898 1.40 5.00 Above 20 million Total 32 Test of Homogeneity of Variances OFPI Levene Statistic 18.593 df1 df2 Sig 294 000 ANOVA OFPI Sum of Squares Between Groups 20.268 97.068 Within Groups 117.335 Total df 294 299 Mean Square F 4.054 330 Sig 12.277 Robust Tests of Equality of Means OFPI Statistica df1 22.391 Welch a Asymptotically F distributed df2 100.295 Sig .000 000 ... MINISTRY OF EDUCATION & TRAINING HO CHI MINH UNIVERSITY OF BANKING PHAN NGUYEN NGOC BICH STUDENT CODE: 030805170203 FACTORS AFFECTING CONSUMER INTENTION TO PURCHASE ORGANIC FOOD IN HO CHI MINH. .. Therefore, the study “Factor affecting intention to buy organic food in Ho Chi Minh city? ?? was carried out to identify and measure the factors impacting consumer intention to buy organic food From the research... the factors affecting consumer intention to buy organic food However, related in- depth studies in HCM are still limited Therefore, the topic "Factors Affecting Consumer Intention To Purchase Organic