373 CONSUMER SOCIAL RESPONSIBILITY, PERCEIVED QUALITY, TRUST IN PRODUCERS AND REPURCHASE INTENTION FOR ORGANIC FOOD: EVIDENCE FROM AN EMERGING ECONOMY NAM HAI LE, TUAN LOC LE, MINH T
Trang 2THE 2nd INTERNATIONAL CONFERENCE ON ADVANCED TECHNOLOGY AND SUSTAINABLE DEVELOPMENT 2022
(ICATSD 2022)
INTERNATIONAL SYMPOSIUM ON
SUSTAINABLE DEVELOPMENT IN
TRANSITION ECONOMIES
(ISSDTE 2022)
INDUSTRIAL UNIVERSITY OF HO CHI MINH CITY
PUBLISHING HOUSE
Trang 3The 2 International Conference on Advanced Technology & Sustainable Development (ICATSD 2022)
CONTENTS
ICATSD2F.501 7
BAYESIAN MODEL AVERAGE FOR BRAND ELEMENTS ON FAST FOOD
PURCHASING INTENTION IN VIETNAM’S SUSTAINABLE DEVELOPMENT
BUI HUY KHOI, NGUYEN THANH LONG
ICATSD2F.502 19
THE ROLE OF EMPOWERING LEADERSHIP IN THE RELATIONSHIP BETWEEN
LEADERSHIP TRAITS AND CREATIVITY
NGUYEN THI NGAN, PHAM XUAN GIANG, LE THI KIM HOA
ICATSD2F.503 32
FROM MARKETING COMMUNICATION TO BRAND LOYALTY IN LOGISTICS
AFTER COVID-19: CASE OF FAST DELIVERY COMPANIES IN VIETNAM
NGUYEN BINH PHUONG DUY, VUONG MINH THINH, PHAM NGUYEN ANH THI, TRAN THI HUONG GIANG, CHAN THI TUYET TRAM
ICATSD2F.504 44 FACTORS INFLUENCING THE ONLINE PURCHASE INTENTION VIA
INSTAGRAM: THE EMPIRICAL STUDY IN HO CHI MINH CITY
NGUYEN QUOC CUONG, LE NGUYEN, BUI HUU TUAN
ICATSD2F.505 58
MINING AND DEVELOPMENT OF SEA TOURISM PHU YEN PROVINCE
LAM THI THUY PHUONG
ICATSD2F.506 63
A COMPARATIVE ANALYSIS OF STOCK MARKET EFFICIENCY IN ISLAMIC AND NON-ISLAMIC COUNTRIES
VU THI HONG NHUNG
ICATSD2F.507 77 EFFECT OF PROFITABILITY AND RISK ON MARKET POWER OF VIETNAM COMMERCIAL BANKS
DUONG THI ANH TIEN, NGUYEN THI VAN, NGUYEN CONG DU, LE TRONG THAO
ICATSD2F.508 90
IDENTIFYING AND PRIORITISING THE MACRO RISKS OF FOOD SUPPLY
CHAIN: EMPIRICAL EVIDENCE FROM VIETNAM
LE VINH QUANG, NGUYEN NGOC LONG, PHAM THI HONG NGOC
ICATSD2F.509 101 THE EFFECTS OF DIGITAL TRANSFORMATION AND MARKET ORIENTATION
ON FIRM PERFORMANCE OF COMMERCIAL JOINT-STOCK BANKS IN
VIETNAM
LUU XUAN DANH, NGUYEN THANH LONG
ICATSD2F.510 115 RELATIONSHIP BETWEEN PERSONALITY CHARACTERISTICS AND RISK
TOLERANCE AMONG YOUNG STOCK INVESTORS IN VIETNAM
DINH THI PHUONG MAI, PHAM THI NGOC HUYEN
Trang 4International Symposium on Sustainable Development in Transition Economies (ISSDTE 2022)
ICATSD2F.511 129
NETWORK MODELLING IN INTERNATIONAL TRADE OF ELECTRICAL
PRODUCTS: INTERRELATIONS AND EVOLUTION FEATURES FROM 2000
TO 2021
LE QUOC NHA, NGUYEN VU ANH TRAM, NINH TRAN THUY DUONG
ICATSD2F.512 142 MARKETIZATION OF PAYMENTS FOR FOREST ENVIRONMENTAL SERVICES (FES) IN VIETNAM - A SOLUTION FOR SUSTAINABLE ENVIRONMENTAL
PROTECTION
PHAM THI LINH
ICATSD2F.513 154 ARTIFICIAL INTELLIGENCE IN MARKETING: TOPIC MODELING
THU THUY VO THI, MY DUYEN LE THI, PHUONG VIET LE-HOANG, HUONG LY
NGUYEN THI
ICATSD2F.514 170
THE NEXUS BETWEEN OIL PRICE AND VIETNAM STOCK MARKET BEFORE
AND AFTER COVID-19 OUTBREAK
VU THI HONG NHUNG, PHAN THI TUYET NGAN
ICATSD2F.515 183 ANALYZING FACTORS AFFECTING THE ONLINE SHOPPING INTENTION
DURING THE COVID-19 PANDEMIC IN HO CHI MINH CITY
NGUYEN THI HUONG LY, LE CONG DOAN, NGUYEN QUYNH MAI, LUNG THI
KIEU OANH
ICATSD2F.516 193
THE IMPACT OF BEAUTY V-LOGGERS ON DECISION TO BUY COSMETICS OF
VIETNAMESE CUSTOMERS
LE CONG DOAN, NGUYEN THI HUONG LY, NGUYEN PHUC HUNG
ICATSD2F.517 205
THE IMPACT OF INFLUENCER MARKETING ON GEN Z’ATTITUDE TOWARDS
COSMETIC BRAND
NGUYEN QUOC CUONG, TRAN THU THAO, LE NGUYEN ANH THU
ICATSD2F.518 216
AGRITOURISM AND THE SUSTAINABLE DEVELOPMENT IN THE MEKONG
DELTA OF VIETNAM
NGUYEN QUOC CUONG, TRAN CAM BINH
ICATSD2F.519 223
A SYSTEMATIC REVIEW ON THE EFFECTIVENESS OF E-HR PRACTICES
DURING THE COVID-19 PANDEMIC
NGA PHAN THI, QUANG NGUYEN MINH, TUNG MAI SON, LOI NGUYEN TAN
ICATSD2F.520 245 THE IMPACT OF CONTEXTUAL FACTORS ON THE EFFECTIVENESS OF
INTERNAL CONTROL SYSTEM: EVIDENCE FROM ENTERPRISES IN HCMC,
BINH DUONG AND DONG NAI PROVINCES
THUAN PHAM QUOC, THAO MAI THI PHUONG
Trang 5The 2 International Conference on Advanced Technology & Sustainable Development (ICATSD 2022)
ICATSD2F.521 257 TOWARDS ENHANCING THE ORGANIZATIONAL PERFORMANCE: INTERNAL AUDIT IN THE ADOPTION OF BIG DATA ANALYTICS POWERED ARTIFICIAL INTELLIGENCE FOR RISK MANAGEMENT
PHAM QUANG HUY, VU KIEN PHUC
ICATSD2F.522 271 COVID-19 PANDEMIC AND CORPORATE CASH HOLDINGS - EFFECT OF
GOODWILL: EMPIRICAL EVIDENCE FROM A DEVELOPING COUNTRY
NGUYEN BINH PHUONG DUY, NGUYEN BINH PHUONG THUY, NGO THI MY TIEN PHAN HUU NGHIA
ICATSD2F.523 286 IMPACT OF DESTINATION SOCIAL RESPONSIBILITY TO DESTINATION
RESILIENCE, THE CASE OF DESTINATIONS IN THE SOUTHEAST REGION, VIETNAM
KHANH K N PHAM, LONG T NGUYEN, LAM T NGUYEN
ICATSD2F.524 297 THE IMPACT OF NET WORKING CAPITAL MANAGEMENT ON THE
PROFITABILITY OF LISTED ENERGY INDUSTRY COMPANIES IN VIETNAM
QUOC NHAT NGUYEN, THI HAI BINH LE
ICATSD2F.525 311 THE EFFECT OF REVENUE DIVERSIFICATION ON BANK PROFITABILITY
DURING THE COVID-19 PANDEMIC: CASE OF VIETNAMESE COMMERCIAL BANKS
VU CAM NHUNG, NGUYEN KIM CHI, NGUYEN THI MINH NGOC
ICATSD2F.526 324 EFFECTS OF INVESTOR BEHAVIOR VIA INTERNET SEARCH INTENSITY ON STOCK MARKET: EVIDENCE IN VIETNAM MARKET
TRAN QUOC KHANH, NGUYEN THU HOAI, DANG THI VIET DUC, DANG PHONG NGUYEN
ICATSD2F.527 337 IMPACT OF NET WORKING CAPITAL MANAGEMENT ON PROFITABILITY: EVIDENCE FROM VIET NAM TELECOMMUNICATIONS SECTOR
QUOC NHAT NGUYEN, THI HAI BINH LE, TAI YEN NGUYEN, QUOC HUY NGUYEN
ICATSD2F.528 346 FACTORS AFFECTING TURNOVER INTENTION OF EMPLOYEES AFTER THE OUTBREAK OF COVID-19 PANDEMIC, THE CASE OF EMPLOYEES WORKING
IN HOSPITALITY INDUSTRY IN HO CHI MINH CITY, VIETNAM
KHANH K N PHAM, THUC N NGUYEN, Y N T NGUYEN
ICATSD2F.529 355 THE ADOPTION OF COMBINED SWOT, ANALYTIC HIERARCHY PROCESS AND TOWS TO DETERMINE TELEHEALTH STRATEGIES DURING THE COVID-19 PANDEMIC OUTBREAK
NGUYEN NGOC LONG, NGUYEN THANH HUNG, NGUYEN THI PHUONG HUYEN,
VU HOANG GIANG
Trang 6International Symposium on Sustainable Development in Transition Economies (ISSDTE 2022)
ICATSD2F.530 373
CONSUMER SOCIAL RESPONSIBILITY, PERCEIVED QUALITY, TRUST IN
PRODUCERS AND REPURCHASE INTENTION FOR ORGANIC FOOD: EVIDENCE
FROM AN EMERGING ECONOMY
NAM HAI LE, TUAN LOC LE, MINH TUAN NGUYEN
ICATSD2F.531 384
ASSESSING THE LEVEL OF IMPACT OF FACTORS ON THE QUALITY OF
ECONOMIC GROWTH OF THE SOUTHERN KEY ECONOMIC REGION
PHAM NGOC KHANH
ICATSD2F.532 400
THE RELATIONSHIP BETWEEN SOCIAL MEDIA, CRISIS RESPONSIBILITY,
TRUST AND BEHAVIORAL INTENTIONS IN CRISIS COMMUNICATIONS:
A STUDY AT HO CHI MINH CITY
TRAN KHAI THUAN, NGUYEN VAN THANH TRUONG
ICATSD2F.533 415
FACTORS AFFECTING THE SATISFACTION OF DOMESTIC TOURISTS WITH
THE QUALITY OF OVERNIGHT CRUISE SHIP ON HA LONG BAY, QUANG NINH
PROVINCE AFTER TWO WAVES OF COVID-19 PANDENMIC
VU VAN VIEN, NGUYEN CONG HOAN
ICATSD2F.534 428
INTERACTIVE BEHAVIOR IN FACEBOOK POSTS DURING THE
DURATION OF COVID-19
NGUYEN VAN THANH TRUONG, DOAN THI KIM NGAN, CAO HOANG HUY
ICATSD2F.535 442
VALUE CO-CREATION IN HOTEL INDUSTRY: A STUDY AT HO CHI MINH CITY
NGUYEN TUAN ANH, NGUYEN VAN THANH TRUONG
ICATSD2F.536 452
RISKS AND THEIR EFFECTS ON SERVICE-ORIENTED SUPPLY CHAIN
PERFORMANCE
LOAN, B T C., THANG, T.D., UYEN, D.M., HUONG, L T C., HUY, T Q., AN, D T B
ICATSD2F.537 470
FACTORS AFFECTING INTENTION TO PURCHASE HEALTH CARE PRODUCTS
ON E-COMMERCE DURING COVID-19 PANDEMIC IN HO CHI MINH CITY
NGUYEN THI PHUONG GIANG, LE HUU HUNG, NGUYEN BINH PHUONG DUY
ICATSD2F.538 482
FACTORS AFFECTING THE BEHAVIOR OF DRY AGRICULTURE PRODUCTS ONLINE - BUYING CONSUMERS IN HO CHI MINH CITY
NGUYEN THI PHUONG GIANG, LE HUU HUNG, NGUYEN BINH PHUONG DUY
ICATSD2F.539 497
BMA APPROACH TO IMPULSE PURCHASING BEHAVIOR AT SUPERMARKETS
DAM TRI CUONG, NGUYEN THANH LONG
ICATSD2F.540 507
HAPPINESS, WELL-BEING OF STUDENTS IN SOME UNIVERSITIES IN HO CHI
MINH CITY 507
NHU NGUYEN ANH LE, OANH THI TO PHAN
Trang 7The 2 International Conference on Advanced Technology & Sustainable Development (ICATSD 2022)
ICATSD2F.541 519 ANALYZING THE FACTORS AFFECTING THE ONLINE SHOPPING INTENTION DURING THE COVID-19 PANDEMIC IN HO CHI MINH CITY
NGUYEN THI HUONG LY, LE CONG DOAN, NGUYEN QUYNH MAI , LUNG THI KIEU OANH
ICATSD2F.542 530 SUPPORTING IMPACT OF INFORMATION TECHNOLOGY ON THE
APPLICATION OF STRATEGIC MANAGEMENT ACCOUNTING
DO THI THU THAO, PHAM THI LY
ICATSD2F.543 537 EATING OUT: THE ISSUES OF CONCERN OF CUSTOMERS TODAY
NGUYEN VAN NINH, TRUONG THI BICH NGOC
ICATSD2F.544 543 IMPACT OF FUNCTIONAL AND PSYCHOLOGICAL BARRIERS ON GREEN
CONSUMING INTENTION OF PEOPLE IN HO CHI MINH CITY
PHAM XUAN GIANG, BUI HUY KHOI, BAO TRUNG
ICATSD2F.545 553 TRENDS TO CONVERT TRADITIONAL ACCOUNTING TO CURRENT 4.0
ACCOUNTING TECHNOLOGY
VAN-ANH THI HO, THUY THANH THI TANG, TU-ANH PHAM, HUONG QUYNH THI TRAN
ICATSD2F.546 564 THE FACTORS AFFECTING THE APPLICATION OF MANAGEMENT
ACCOUNTING TECHNIQUES AND ITS IMPACT ON BUSINESS PERFORMANCE
IN VIETNAMESE ENTERPRISES
HOAN THU THI NGUYEN, HANH THUY THI NGUYEN, PHUONG HOANG LE, HUONG QUYNH THI TRAN, BICH NGOC THI NGUYEN, HAI NGOC THI NGUYEN
ICATSD2F.547 577 THE FACTORS DETERMINING CORPORATE SOCIAL RESPONSIBILITY
DISCLOSURE - THE CASE OF FOOD PROCESSING ENTERPRISES IN VIETNAM
NGUYEN THI KIM TUYEN, NGUYEN THI MAI HUONG
ICATSD2F.548 594 FACTORS AFFECTING THE ORGANIZATION IN ACCOUNTING OF SMALL AND MEDIUM ENTERPRISES - CASE STUDY IN HO CHI MINH CITY, VIETNAM
HUỲNH TẤN DŨNG, LÊ THỊ HỒNG THOA
ICATSD2F.549 606 EVALUATING OF DESTINATION COMPETITIVENESS OF HO CHI MINH CITY
IN THE NEW NORMAL STAGE TO DEVELOP SUSTAINABLE TOURISM
TA TUONG VI, NGUYEN ANH LOI
ICATSD2F.550 614 EMBEDDING SUSTAINABILITY CONSIDERATIONS INTO BUSINESS PRACTICE THROUGH ACCOUNTING FOR SUSTAINABILITY
BUI THI TRUC QUY, NGUYEN TRAN THUY TIEN
Trang 8
The 2 International Conference on Advanced Technology & Sustainable Development (ICATSD 2022)
ICATSD2F.530
CONSUMER SOCIAL RESPONSIBILITY, PERCEIVED QUALITY, TRUST IN PRODUCERS AND REPURCHASE INTENTION FOR ORGANIC FOOD:
EVIDENCE FROM AN EMERGING ECONOMY
NAM HAI LE1, TUAN LOC LE2, MINH TUAN NGUYEN3
1
Industrial University of Ho Chi Minh City
2
University of Economics and Law, Vietnam National University Ho Chi Minh City
3
Ho Chi Minh University of Banking lenamhai@iuh.edu.vn, loclt@uel.edu.vn, tuannm@buh.edu.vn
Abstract. Consumers, especially in emerging economies, are increasingly interested in sustainable
consumption, as well as environmentally friendly products and services right from production to consumption This study investigates the relationship of four constructs, namely consumer social responsibility (CnSR), perceived quality (PQ), trust in producers (TRP), and repurchase intention (RPI) when consuming organic food A combination of qualitative research and quantitative research (survey) was used to gain the research objectives The data quantitative was collected from a sample of 494 organic food consumers in an emerging market economy, i.e., Vietnam Partial least squares structural equation modeling (PLS-SEM) was applied to analyze and test suggested hypotheses in the research model The finding indicates that consumer social responsibility has a positive effect on perceived quality, trust in producers, and repurchase intention Moreover, perceived quality and trust in producers also significantly impact repurchase intention The result also suggests important implications for organic food producers and marketers to increase the consumption of this food in Viet Nam
Keywords. consumer social responsibility, organic food, repurchase intention, trust in producers
1 INTRODUCTION
The trend of organic food consumption and this food’s interest are increasing in many different countries around the world The value of the global organic food and beverage market reaches $188.35 billion (Grand View Research, 2022a) Forecasted revenue reaches USD 564.22 billion by 2030 (Grand View Research, 2022b) Previous studies related to organic food consumption behavior have been conducted in both developed and developing countries, such as in Turkey (Demirtas, 2019), in USA (Shin et al., 2019), in France (Ladwein & Sánchez Romero, 2021), in Romani (Fleseriu et al., 2020), in Turkey, Pakistan, Iran (Asif et al., 2018), in India (Nagaraj, 2021; Tandon et al., 2020), in Tanzania and Kenya (Wang et al., 2019) and in Viet Nam (Le-Anh & Nguyen-To, 2020; Pham et al., 2018) Most of these studies focus on purchase intention or willingness to buy In contrast, there is little study on repurchase intention toward organic food
in Viet Nam - emerging market economy
Furthermore, consumers are paying more and more attention to their food choices because of sustainability (De Canio & Martinelli, 2021) Organic food is known as high-quality food, eco-friendly food because of its outstanding attributes, such as lack of preservatives, free of artificial chemicals, antibiotics, and hormones (Misra & Singh, 2016; Paul & Rana, 2012; Rana & Paul, 2017) So, when consumers buy organic food or re-buying, they tend to show their responsibility for environmental impact known as consumer social responsibility (Quazi et al., 2016) There is also a strong link between Consumer social responsibility (CnSR) and corporate social responsibility (CSR) (Gómez-Corona, 2020; Vitell, 2015) And the environmental aspect of social responsibility is often overlooked (Rashid et al., 2014)
In addition, the role of trust in the organic food purchasing process is demonstrated in previous publications Accordingly, trust relates to willingness to pay for this food (Da Cunha et al., 2019; Konuk, 2020; Tung et al., 2012); trust has a positive relationship with purchase intention (Konuk, 2018) However, all the mentioned research has focused on product characteristics and performance Few studies focus on
Trang 9International Symposium on Sustainable Development in Transition Economies (ISSDTE 2022)
stakeholder trust such as trust toward organic milk producers in Italy (Carfora et al., 2019) In Viet Nam, the role of trust in the producers in the organic food supply chain is also not fully provided Hamzaoui-Essoussi et al (2013) also suggest that it is essential to take into account different market structures, trust,
as well as different food cultures Hence, it is crucial to study the effect of trust in organic food producers
on repurchase intention, especially in emerging market as Viet Nam
So, the following research objectives are formulated:
RO1 Examining the effect of consumer social responsibility on perceived quality, trust in producers, and repurchase intention for organic food
RO2 Examining the impact of perceived quality on repurchase intention for organic food
RO3 Examining the influence of trust in producers on repurchase intention for organic food
RO4 Providing recommendations to increase repurchase intention for organic food
2 LITERATURE REVIEW
Based on the theory of planned behavior (Ajzen, 1991) along with the cue utilization theory proposed by Olson (1972), and the Commitment-Trust theory of Morgan & Hunt (1994), this study examines the relationship of four constructs, including consumer social responsibility (CnSR), perceived quality (PQ), trust in producers (TRP), and Repurchase intention (RPI) These relationships are discussed as follows:
Consumer social responsibility (CnSR) and its relationship with perceived quality (PQ), Trust in producers (TRP), and Repurchase intention (RPI)
In the study of Muncy & Vitell (1992), consumer social responsibility (CnSR) is understood as “the moral principles and standards” regarding the possession, use, and disposal of products by individuals Similarly, Devinney et al (2006) consider consumer social responsibility as “the conscious and deliberate choice to make certain consumption choices based on personal and moral beliefs” Webster Jr (1975) focuses on the
“social aspect” when referring to consumers' consciousness in considering the impact of selected products Whereas several definitions of consumer social responsibility deal with the “environmental aspect” indicated in previous publications such as Antil (1984), Fisk (1973), and Straughan & Roberts (1999) Quazi et al (2016) refer to the choice of ‘‘the right things to do’’ toward the individual’s stakeholders as
an important attribute of consumer social responsibility In summary, consumer social responsibility demonstrates their consciousness when choosing eco-friendly products (Schlaile et al., 2018)
Organic food has produced with organic agricultural practices That means chemical fertilizers, pesticides,
or toxic preservatives are not used in the production process (Paul & Rana, 2012; Rana & Paul, 2017) So, organic food is rated healthier than other conventional foods (Williams & Hammitt, 2001) At the same time, consumption of organic food is understood as responsible consumption behaviors because it is friendly to the environment (Yadav et al., 2019; Yadav & Pathak, 2016) From the above discussion, this study focuses on the environmental impact aspect of consumer social responsibility when carried out The more environmentally conscious or consumption-conscious consumers are, the more high-quality foods they are interested in such as organic foods The role of social responsibility of consumers has been tested
in green purchase behavior (Rejikumar, 2016) and organic food purchase behavior (Singh & Alok, 2021) Moreover, consumer social responsibility has a strong relationship with repurchase behavior
Based on these discussions, the following hypotheses are proposed:
H1: Consumer social responsibility has a positive impact on perceived quality for organic food
H2: Consumer social responsibility has a positive impact on trust in organic producers
H3: Consumer social responsibility has a positive impact on repurchase intention for organic food
Perceived quality (PQ) and Repurchase intention (RPI)
Perceived quality is defined as “the consumer's judgment about a product's overall excellence or superiority” (Zeithaml, 1988) Based on the cue utilization theory proposed by Olson (1972), Richardson
et al (1994) indicate that products consist of an array of cues, namely extrinsic cues, and intrinsic cues Consumers use them to evaluate the product quality Relating to organic food consumption, intrinsic cues refer to the physical properties of the product such as taste, smell, and freshness Whereas price and packaging are known to be external attributes of the product In this research, perceived quality is one of the cues evaluated by consumers when purchasing Furthermore, the influence of perceived quality on repurchase intention has also been demonstrated (De Toni et al., 2018; Ting et al., 2018) Hence, the following hypothesis is suggested:
Trang 10The 2 International Conference on Advanced Technology & Sustainable Development (ICATSD 2022)
H4: Perceived quality has a positive impact on repurchase intention for organic food
Trust in producers (TRP) and Repurchase intention (RPI)
In the Commitment-Trust theory, trust is established when one party believes that the partner has reliability and integrity (Morgan & Hunt, 1994) Regarding organic food consumption, trust refers to customers' confidence in the properties of food, or their confidence in stakeholders, such as producers, retailers, farmers, or other organizations In the previous researches, the role of trust has been proved such as trust in retailers (Khare & Pandey, 2017; Pandey & Khare, 2017; Steffen & Doppler, 2018), trust in organic food (Konuk, 2018), and trust in organic production (Da Cunha et al., 2019) In the food field, consumers trust can be built in a variety of ways Accordingly, trust is formed from the relationship between the parties not only in the food production process but also in the distribution process (Zhang et al., 2016) With the diversified development of sales channels, direct sales are also chosen by producers Therefore, increasing trust as well as strengthening relationships between producers and customers is very necessary to promote the consumption of organic food At the same time, Hamzaoui-Essoussi et al (2013) indicates that “trust is
a determinant of consumers' choices, not only of the type of organic product but also of the type of distribution channel” Therefore, hypothesis H5 is proposed in this study:
H5: Trust in producers has a positive impact on repurchase intention for organic food
The research model is proposed as follows (Figure 1)
CnSR
PQ
TRP
RPI
H3+
Figure 1 The proposed research model
3 METHODOLOGY AND DATA
3.1 Research method
To gain those set-out research objectives, the study mixed qualitative and quantitative approaches (Johnson
et al., 2007) This combination is also known as the mixed method Using mixed methods research is considered an efficient way to harness strengths that offset the weaknesses of both quantitative and qualitative research (Creswell & Clark, 2017) In particular, to adjust and clarify the statements, six candidates were selected for focus group discussion All of the participants had experience in organic food consumption for at least one year The results of the qualitative research step showed that 22 items of official scales were established Next, a self-Administered Questionnaire was designed to collect quantitative data Through snowball sampling, data from 494 people who had experience consuming organic food were used
to analyze
3.2 Measure
The items of each variable were adjusted based on the previous studies and the actual situation of this study through qualitative research All of them were evaluated via a 5-point Likert scale Firstly, consumer social responsibility was measured using a five-item scale adopted from the study of Quazi et al (2016) Secondly, the trust in producers was measured using a seven-item scale adjusted from the study of De Jonge et al (2007), Ladwein & Sánchez Romero (2021) and focus group discussion Exploring perceived quality with five items adopted from De Toni et al (2018) Finally, the repurchase intention was formed with five items from the previous studies of Mittal et al (1998); Wu et al (2014) and focus group discussion