The relationship between trust in procedures, customer engagement, and repurchase tintention for organic food / Nguyen Minh Tuan

The Relationship between Trust in Producers, Customer Engagement, and Repurchase Intention for Organic Food...1137 101.. THE RELATIONSHIP BETWEEN TRUST IN PRODUCERS, CUSTOMER ENGAGEMENT,

International Conference on

Business and Finance

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ICBF 2022

1 A Bibliometric Analysis: structure diagram of sharing economy 01

2 A Big Data Analysis of Customer Satisfaction in Mass Retailing Industry–The Case of Costco 15

3 A Co-Citation Analysis of Emotionnal Intelligence Research 29

4 A Study on the Perception of Virtual Human Advertising in Hedonic and Utilitarian Products 41

5 A SWOT analysis of Community-based Tourism Development: A Case of Da Nang City, Vietnam 49

6 Acquired knowledge of in-service training students: the roles of i-type curiosity, D-type curiosity, absorptive capacity and cognitive engagement 60

7 Aggressive exploitations of deductible interest for tax avoidance purposes and the corresponding anti-avoidance measures in Vietnam 68

8 An investigation of the relationship between organizational culture and employee retention in the consulting industry 74

9 At the nexus of circular economy, equity crowdfunding and renewable energy sources: Are enterprises from green countries more performant? 93

10 Bancassurance in the digital age: A qualitative research 107

11 Bibliometric Analysis of Psychological Contract Related Literature Based on The Scopus Database 116

12 Board gender diversity and firm performance - Evidence from an emerging market 134

13 Building and developing the value chain of agricultural products in Vietnam 153

14 Business Intelligence solution in Smart Factory for manufacturing plants in Vietnam 163

15 Changing times: Does the model on Performance Based Budgeting implementation intention among Public Sector towards Sustainable Development in the Covid-19 pandemic remain unchanged? 167

16 Commercial alternative dispute resolution in the area of intellectual property in Vietnam 192 17 Commercial aspects of intellectual property in franchise – case of Vietnam 200

18 Conditions for establishing a property auction enterprise – comparing the law of Vietnam and the law of France and China 206

19 Corporate Cash Holdings and Speed of Adjustment of Non-Financial Firms: Does Shariah Compliance Matter? 226

20 Craft the Franchise Assessment Scale for Chain Headquarters-The Case of the Real Estate and Housing Agency Industry 242

21 Credit risk at Vietnamese commercial banks 258

22 Credit risk management under basel accord in Vietnamese Commercial bank 266

23 Customer Loyalty and E-marketing Communication: Empirical Evidence in Vietnam Commercial Banks 278

24 Business environment impacts on product innovation in Vietnam: The controlling role of sampling and share holding 290

25 Developing Spoiler Detection Using Narrative Features Deep Learning Approach 295

26 Does Conservation Capital lead to improvements in Health-adjusted Life expectancy? 300

27 Does corporate governance affect environmental sustainability disclosure? Evidence from an emerging economy 309

28 Encouraging green bond market in Vietnam: potentials and challenges 327

29 Does working capital management matter? A comparative study between Consumer Goods firms and Construction firms in Vietnam 337

30 International integration of accounting for small and medium enterprises: an empirical study

in Vietnam 347

31 Effect of COVID-19 Outbreak and Corporate Governance on Firm Performance: Empirical Evidence from Pakistan 357

32 Effect of EPS, BPVS and firm’s size on share price of listed consumer goods company on Vietnam market 372

33 Effect of structural empowerment on career success: The mediating role of innovative behaviors 378

34 Electronic Word-of-Mouth and Brand Equity: Case of Digital Brands 395

35 Employee turnover in hotel businesses: The role of work engagement 405

36 Enhanced training of vietnam accountant and audit human resources in the context of international economy 412

37 ESG reporting transparency and its impact on stock price crash risk - empirical evidence from G7 countries 418

38 Examining the effectiveness of personal emotional intelligence on work performance in the banking sector - the mediating role of work satisfaction and teamwork efficiency 431

39 Examining the Role of Product Derived Aspects in Triggering Consumer Dissatisfaction 441

40 Exchange Rate, External Reserves and Current Account Balance Nexus in Oil Dependent Countries: A Toda-Yamomoto-based Panel VAR approach 450

41 Exploring the role of individual preparedness, departmental contexts, and thriving at workplace 467

42 Factors affecting bank credit in the context european debt crisis and covid-19: evidence from

Vietnamese commercial banks 475

43 Factors affecting innovation work behaviour of university lecturers: A case study in Vietnam 487

44 Factors Affecting The Effectiveness Of The Government and Covid-19 Support Policies For Businesses 498

45 Factors affecting the state management institution of investment by public - private partnership in road traffic infrastructure construction in Vietnam 506

46 Factors influencing consumers’ intention to adopt Mobile Payment in Vietnam 522

47 Financial literacy, parental influence and budgeting behaviour: a survey during the Covid 19 pandemic 540

48 Fintech Adoption in a Transition Economy: Do Perceived Risk and Social Influence Matter? 541

49 Fаctors influencing job sаtisfаction аnd employee commitment аt VPbаnk in Hаnoi, Vietnаm 556

50 Factors affecting the decision to use mobile banking services of personal customers in Dak Lak province 568

51 Green bond market in Vietnam: potentials and challenges 580

52 Green investment for hotels - Thailand's experience and suggestions for Vietnam 590

53 Health Tourism Potential in Eastern Thailand after Covid-19 Pandemic 599

54 Knowledge Sharing Through The Lens Of Conservation Of Resources In Viet Nam Universities 605

55 How do the relationships between asean stock markets change during Covid-19 pandemic? 615

56 How Financial Ratios could be used as the Predictors of Failure: Evidence from Vietnam 000 57 How insurtech could transform the insurance industry in Vietnam 618

58 Impact of Additive Manufacturing in Logistics and Supply Chain - A Structured Literature Review 647

59 Impact of Electronic Word-of-Mouth on the Choice of Foreign Exchange Trading Floors: Evidence from an Emerging Market 659

60 Impact of financial ratios on stock price of listed company on Vietnam market 673

61 Impact of International commodity markets on the Russian stock market: Evidence from the Russia-Ukraine war 679

62 Impacts of influencers to student consumer behavior: a study at Ho Chi Minh city 687

63 Improving the efficiency of the representative institution in Labor Relations at enterprise today

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64 Inadequacies in the Vietnamese Legal framework of Sales promotion 712

65 Innovation, entrepreneurial orientation, and labor capacity of nonsoes in Vietnam and influence policy 720

66 Insider Ownership and Firm Performance: Evidence from Japanese Firms 729

67 Investigating relationship between long-stay accommodation service quality and customer satisfaction: A text analytics approach 763

68 Investigating the relationship between perceived switching costs and alternative attractiveness to customer loyalty in Vietnamese grocery retailing 770

69 Investigation of the relationship between accounting conservatism and stock liquidity: evidence from Vietnam 781

70 Links Between Schools And Enterprises: Experience Of Some Universities And Lessons For Foreign Trade University 790

71 Living Zone Analysis for Integrated Community Care Support 799

72 Measuring the earnings quality of listed companies in Vietnam 806

73 Motives for the bank-fintech partnership: evidence from Vietnam 816

74 The determinants of bank stability in Asia: The effect of global economic policy uncertainty 824

75 Organizational change capacity and firm performance: Mediate Role of enterprise risk management 837

76 Ownership structure and corporate risk taking: empirical evidences from a transitional frontier country 851

77 Perfecting the fiscal decentralisation for economic growth objective in Vietnam 862

78 Political Institutions In The Current Vietnamese Rule of Law 875

79 Private participation for infrastructure projects: Studying the impact of institutional quality and financial supplement 883

80 Project risks management using Analytic Hierarchy Process-AHP methodology in Oil and Gas construction projects in Viet Nam 893

81 Promoting sustainability through development of domestic carbon markets in Viet Nam 915

82 Ride-hailing: A gig economy job for the marginalized group? 928

83 Seaport efficiency, port throughput, and economic growth in Africa 937

84 Stimulating consumers' purchase intention in social commerce 954

85 Tax uncertainty and tax complexity – critical review on the tax environment in Vietnam 959

86 Taxation for e-commerce in Vietnam: challenges and opportunities 971

87 The antecedents of cultural intelligence and its impact on innovation: the case of iot-based products in Vietnam 979

88 The causes and effects of brand addiction 999

89 The commercial role of sidewalks in Ho Chi Minh City 1006

90 The Effect of Capital Importation on Economic Growth during the COVID-19 Pandemic in Nigeria 1007

91 The impact of Brand Personality Dimensions on Brand Loyalty: An Empirical Study of Shoe Local Brands in Vietnam 1020

92 The impact of competition on bank performance Empirical evidence in Vietnamese joint stock commercial banks 1032

93 The impact of Covid 19 pandemic on the Vietnamese logistic sector 1044

94 The impact of Covid-19 on hospitality and tourism stock indices 1057

95 The Impact of the Covid-19 pandemic on Vietnamese firm performance 1059

96 The Impacts of Corporate Governance Mechanisms and Ownership Structure on Firm Performance: New Perspectives from Chinese Dual-Listed Companies 1077

97 The influence of contingency factors on the use of the integrated performance measures and their impacts on organizational performance 1089

98 The influence of Hedonic Motives on buying intensity: An empirical study in HCMC e-commerce mobile shopping segment 1110

99 The relationship between leadership, knowledge sharing and job performance - case of agricultural company in Ho Chi Minh city 1127

100 The Relationship between Trust in Producers, Customer Engagement, and Repurchase Intention for Organic Food 1137

101 The relationship between petrol prices and inflation in Vietnam 1149

102 The role of ex-ante competition tools in tackling collusive algorithms 1157

103 The role of financial literacy in risk-taking behaviour: a survey of college students and investors 1165

104 The Understanding Of Artificial Intelligence Experience Via Virtual Apps: A Customer Perspective In Ho Chi Minh City 1166

105 Theoretical Implications Of Fogg Behavior Model On Consuming Behavior: A Bibliometric Review 1189

106 The moderating role of government policy in the relationship between dynamic capability and firm performance research on the telecommunications industry in Vietnam 1198

107 TQM vs Performance Review: individual or Systems influences on performance? 1210

108 Trade, Foreign Direct Investment, Industrialization and Ecological Footprint in Africa Countries 1219

109 Triggers and consequences of corporate suitability reporting: Moderating role of firm size 1230

110 The impact of institutional ownership on accounting conservatism: Evidence from a frontier market 1253

111 Underestimating the impact of floods? Evidence from housing choice behaviour in Ho Chi Minh City 1261

112 Upgrading paths and value capture in global value chain: evidence from the Vietnamese garment enterprises 1262

113 Vietnam's social media and green marketing development strategy in the new normal state 1273

114 Vietnam's economy: Ups and downs in a turbulent world 1280

115 Who should be responsible for non-conforming goods in drop-shipping supply chain? 1295

116 What Drives The Intention To Use Omega 3-6-9 Dietary Supplements? 1304

THE RELATIONSHIP BETWEEN TRUST IN PRODUCERS, CUSTOMER ENGAGEMENT, AND REPURCHASE INTENTION FOR ORGANIC FOOD

Nam Hai Le 1 , Tuan Loc Le 2 , Minh Tuan Nguyen 3

1

Faculty of Business Administration, Industrial University of Ho Chi Minh City, Ho Chi Minh, Viet Nam

2

University of Economics and Law, Vietnam National University Ho Chi Minh City, Ho Chi Minh, Viet Nam

3

Faculty of Business Administration, Ho Chi Minh University of Banking, Ho Chi Minh, Viet Nam

Corresponding Author: (Phone: + 84 79 373 4565; Email: lenamhai@iuh.edu.vn)

Abstract

Organic food consumption is increasing significantly because of the benefit of this food, such as healthy food and eco-friendly food This study examines the relationship between trust in producers (TRP), customer engagement (CE), and repurchase intention (RPI) for organic food The mixed-method

is applied to solve the research objectives Partial least squares structural equation modeling (PLS-SEM), along with the two-stage approach, is applied to analyze and test suggested research hypotheses The analysis data is collected from 388 customers in Viet Nam These respondents all have experience with organic food consumption and social network The result indicates that trust in producers has significantly affected customer engagement and repurchase intention for organic food Moreover, customer engagement, a higher-order construct with four dimensions (augmenting behavior, co-developing behavior, influencing behavior, and mobilizing behavior), also has impacted repurchase intention The finding of this study has also suggested critical implications for organic food producers and marketers to increase the repurchase intention of organic food in Viet Nam

Keywords: customer engagement, organic food, repurchase intention, trust in producers

1 INTRODUCTION

More and more people have tended to choose healthier food because wrongful eating habits risk creating the necessary background for other secondary diseases (Bracale & Vaccaro, 2020) Consistent with this view, De Canio & Martinelli (2021) also indicated that consumers are increasingly concentrating

on their food choices because of sustainability So, the consumption of organic food has increased significantly around the globe, including in emerging economies As regards organic food consumption behavior, especially purchase intention or willingness to buy organic food, prior scholars have studied 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., 2020a), in Tanzania and Kenya (Wang et al., 2019), and in Viet Nam (Le-Anh & Nguyen-To, 2020; Pham et al., 2018) However, little attention has been paid to repurchase intention for organic food (Le Nam Hai & Le Tuan Loc, 2021; Singh & Alok, 2021) At the same time, some studies also suggest that it is necessary to clarify the factors affecting the tendency to continue to consume organic food in different cultural and social contexts (De Canio & Martinelli, 2021;Tandon et al., 2020b; Tandon et al., 2020a; Janssen, 2018)

Moreover, Farias et al (2019) have recommended that it is necessary to examine the relationship between customer engagement and repurchase intention Regarding customer engagement, several studies have been investigated such as Kumar et al (2019), Agyei et al (2020), and Kosiba et al (2020) These studies focus mainly on the context of the services In contrast, studies in the context of tangible goods are hard to find (Behnam et al., 2021) According to Ng et al (2020), it is crucial to expand the study of customer engagement for social benefit when it can play a role in solving alarming global problems such

as climate change and health-related issues Meanwhile, organic food is not only healthy food (Bauer et al., 2013; Farias et al., 2019; Lea & Worsley, 2005; Moser, 2016; Thøgersen et al., 2015) but also friendly environment food (Rana & Paul, 2017; Williams & Hammitt, 2001; Yadav & Pathak, 2016)

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For repeat customer, trust is one of the important drivers of customer engagement (Jaakkola & Alexander, 2014; Ng et al., 2020; van Doorn et al., 2010) And customer engagement tends to vary across cultures (Gupta et al., 2018; Hollebeek, 2018) Moreover, prior studies have concentrated on food characteristics (Konuk, 2018; Tung et al., 2012), and production process (Da Cunha et al., 2019) when they investigate the critical role of trust in this food purchase behavior There is little study on trust in producers (Carfora et al., 2019; Hamzaoui-Essoussi et al., 2013; Lee et al., 2019)

For the reasons mentioned above, this study examines the relationship between trust in producers, customer engagement, and repurchase intention for organic food The specific objectives of this study are to:

Investigate the relationship between trust in producers and repurchase intention for organic food Examine the relationship between trust in producers and customer engagement in organic food consumption

Investigate the relationship between customer engagement and repurchase intention for organic food

2 LITERATURE REVIEW

2.1 Trust in Producers

In the Commitment-Trust theory, trust is defined as “confidence in the exchange partner's reliability and integrity” (Morgan & Hunt, 1994) Again, this definition resembles that of Moorman et al (1992) In the context of food consumption, consumer trust in food is formed via personal relationships or various institutional arrangements established by the government and private companies (Zhang et al., 2016) So, trust in producers is considered based on the relationship between the individual who buys organic food and the producer of organic food In particular, trust in producers is the trust of customers who purchase organic food in the reliability and integrity of the food producers

Trust plays a crucial role in purchasing food products (Hobbs & Goddard, 2015), especially organic food (Khare & Pandey, 2017) The diversity of sales channels is promoted more and more Thus, organic food producers also can use direct distribution channels At the same time, Trust affects not only the choice of organic food but also the choice of the distribution channel (Hamzaoui-Essoussi et al., 2013) Moreover, several studies have shown the role of trust in producers on purchase intention, such as Carfora

et al (2019), Konuk (2020), and Ladwein & Sánchez Romero (2021) The more customers trust producers, the more they choose organic food related to health and sustainability So, the following hypothesis is proposed:

H1: Trust in producers positively and significantly influences repurchase intention

In addition, trust is also one of the important factors affecting customer engagement (Jaakkola & Alexander, 2014; Ng et al., 2020; van Doorn et al., 2010) In particular, as regards customer-related antecedents of customer engagement, trust is one of three primary attitudinal antecedents that reflect the customer’s feeling toward the focal object, such as a brand, product, individual, or organization For existing/repeat customers who have experienced, trust is the driver of customer engagement Accordingly, they have been going back again, building a relationship or establishing a connection with the focal object (Bowden, 2009; Ng et al., 2020) Broadly, in the context of organic food consumption, when existing/repeat customers trust the organic food producer through its commitments and published information, they will have positive engagement behavior Prior experimental studies also have indicated that trust has a direct effect on customer engagement (Agyei et al., 2020; Kosiba et al., 2020; Thanh & Binh, 2020) Thus, hypothesis H2 is proposed in this study:

H2: Trust in producers positively and significantly influences customer engagement

2.2 Customer engagement

Customer engagement (CE) has instigated into the marketing literature in the early 2000s It has received abundant consideration both from practitioners as well as academic communities, such as Bowden (2009), Brodie et al (2011), Kumar et al (2010), and van Doorn et al (2010) Customer engagement is defined as “a psychological state that occurs by virtue of interactive, co-creative customer experiences with a focal agent/object in focal service relationships” (Brodie et al., 2011) While Van

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Doorn et al (2010) posit customer engagement as behavioral manifestations that go beyond transactions This view is also concurred by several scholars, such as Jaakkola & Alexander (2014), Verhoef et al (2010), and Verleye et al (2014) Because of easily observed and measured, this study focuses on the behavioral manifestations of customer engagement It means that “customers make voluntary resource contributions that have a brand or firm focus but go beyond what is fundamental to transactions, occur in interactions between the focal object and/or other actors, and result from motivational drivers” (Alexander & Jaakkola, 2015; Jaakkola & Alexander, 2014) Accordingly, customer engagement is a higher-order construct with four dimensions, including augmenting behavior, co-developing behavior, influencing behavior, and mobilizing behavior (Jaakkola & Alexander, 2014)

Customers will develop close connections with the brand-associated communities from their interactive experiences with the firm, brand, or other customers (Prentice et al., 2019) As a result, it prompts customers to purchase brand-related products or services (Prentice et al., 2018) Several previous studies, including theoretical and experimental studies such as Ng et al (2020), Clement Addo et al

(2021), Kaveh et al (2021), Prentice et al (2019), Chen & Xu (2020) have confirmed that customer

engagement leads to purchase intention Moreover, the indirect effect of customer engagement on repurchase intention via the impact of customer satisfaction is demonstrated (Sharma & Singh, 2021) Hence, the following hypothesis is suggested:

H3: Customer engagement positively and significantly influences repurchase intention for organic food

The conceptual model is proposed as follows (Fig1)

Repurchase Intention Trust in Producers

Customer engagement

Augmenting behavior Co-developing behavior Influencing behavior Mobilizing behavior

H1+

Fig 1 The conceptual model

3 METHODOLOGY

3.1 Research method

A combination of the qualitative research approach and the quantitative research approach was applied

to gain these research objectives It is also known as a mixed method (Johnson et al., 2007) This method provides a detailed understanding of the research problem because offsetting the weaknesses of both quantitative and qualitative research (Creswell & Clark, 2017) In particular, the study carried out a focus group discussion with six participants who had both experience in organic food consumption and social network Next, in-depth interviews with five experts whose expertise in marketing and customer behavior were conducted The objective of this stage is to adjust and clarify the measurement statements The outcome of the qualitative research step show that 32 items of official scales are established Accordingly, customer engagement embraces four dimensions, namely co-developing behavior, augmenting behavior, influencing behavior, and mobilizing behavior Moreover, other scales, which include trust in producers

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