Chapter 2: REVIEW OF RELATED LITERATURE AND STUDIES
2.1.5 Factors Affecting Purchase Intention of Organic Food Products among Consumers
Fishbein and Ajzen define "attitude" as an individual's positive or negative feelings about performing a particular behavior. It is measured by how an individual evaluates, agrees, or disagrees toward behavior (Ajzen, 1991; Ajzen and Fishbein, 2005). Thus, this study defines attitude as the consumer's positive or negative sentiment towards organic food products. According to Ajzen and Fishbein (2005), attitudes have two types: (1) firstly, Attitude towards a specific phenomenon, a thing, or an object, such as a product, racial, religious, political issues. Government policy, etc. Secondly, "Attitude" that aims at a specific thing or goal is also known as the attitude towards the behavior. It is the concept that Fishbein and Ajzen used in the Theory of Reasoned Action (TRA) and then the Theory of Planned Behavior (TPB) (Ajzen and Fishbein, 2005).
Many studies on consumer behavior confirm that attitude is an indirect factor affecting buying behavior through intention. Purchasing behavior comes from intention; in turn, repurchase intention is influenced by Attitude towards that product purchase behavior and other factors such as perceived behavioral control and subjective norm. Attitude acts as a critical influencing factor (Ajzen, 1991; Ajzen and Fishbein, 2005). Similarly, Vassallo et al.
(2015) also has confirmed that the attitude towards buying organic food products is the most substantial factor affecting their purchase intention. It is bigger than the affecting of past buying behavior (Vassallo et al., 2015).
For consumers in developing countries, the results of the studies are pretty similar.
They all confirmed that people having a positive attitude towards green products (a characteristic of organic food products) would be more likely to establish an intention to consume these products (Nguyen Thi Tuyet Mai et al., 2016; Nguyen Thi Tuyet Mai et al., 2017; Pham Thi Lan Huong, 2014).
2.1.5.2 Subjective norm
Subjective norm is defined as "perceived social pressure to perform or not perform the behavior" (Ajzen, 1991). The influence of important and close people can impact the individual to perform the behavior."
"Subjective norm" can be measured through people related to consumers such as family, friends, colleagues, etc. These people like or dislike them buying. The degree of impact of this factor on consumers' buying propensity depends on (1) the degree of support/opposition to consumers' purchase and (2) the consumer's motivation when they do follow the desires of the influencers.
Consumers of organic food products also feel social pressure on their consumption intention (Nuttavuthisit, 2017). Under this influence, they will tend to consume products following " the advice" and " the desires" of people who are important to them in society (Ajzen, 1991; Ajzen and Fishbein, 2005). For example, Italian consumers are strongly influenced by family, friends, etc., when they purchase organic food products (Vassallo et al., 2015).
The studies in developing countries, including Vietnam, also confirm the influence of subjective norm on the intention to buy green food or organic food products (Nguyen Thi Tuyet Mai et al., 2017; Nguyen Vu Hung et al., 2016; Pham Thi Lan Huong, 2014).
2.1.5.3 Perceived Behavioral Control (PBC)
Perceived Behavioral Control (PBC) reflects the ease or difficulty of performing a behavior and whether the performance of that behavior is controlled or restricted. Ajzen (1991) suggested that the PBC factor directly affects the intention to perform the behavior.
And if it is correct in their perception, the PBC also predicts the behavior. When these three factors combine, it creates a change in the behavior.
Although Ajzen acknowledges the existence of the PBC factor to improve the TRA model to TBP, he still believes that the research results on the impact of PBC on behavioral intention are still inconsistent, and it needs to be studied further (Ajzen and Fishbein, 2005). As the study of Vassallo et al. (2005), the degree of the hindrance of PBC to the buying behavior of organic food products of Italian is not great, ranking last among the three factors affecting their buying behavior of organic food. (Vassallo et al., 2015).
Studies in Vietnam showed that this factor's impact on purchase intention of organic food products is powerful. Nguyen Thi Tuyet Mai et al. (2018) indicated that this factor has a strong effect and ranks second, only after the attitude factor (Nguyen Thi Tuyet Mai., 2018).
2.1.5.4 Price
It is a fact that organic food product in any economic context has a higher price tag than regular food. Therefore, it is often said to be more suitable for families with decent income or more. In Vietnam, the average income per person is low; thus, the high price of organic food products will significantly affect consumers' buying intention. Therefore, the author must put the price factor into the research model.
Many studies in developing countries confirm that the high price prevents consumers from buying organic food products. Although they have a good attitude towards it and consider buying it as good for health or as wise, etc., they are not willing to buy it (Doorn, 2015; Magnusson, 2001).
However, other studies indicated that the price factor does not impact consumers' buying behavior of organic food products (Sobhanifard; 2018; Nuttavuthisit and Thөgersen, 2017). Consumers are still willing to buy organic food product even though it is more expensive (Canavari et al., 2002). Consumers in Germany still buy when the price of organic food products is up to 20% higher than for conventional food (Bauer et al., 2013) and possibly up to 50% for Greek (Fotopoulos and Krystallis, 2002b). The explanation for this behavior is that they expect a higher value, commensurate with the price they pay, for example, better health or environment (Nandi et al., 2016). The degree of price concern is somewhat related to past consumption experience. In a hypothetical study of virtual buying behavior, more than 80% of consumers ask about price before making a buying decision (Zander et al., 2013).
Thus, experienced consumers default that organic food product has high price and are more willing to accept this than inexperienced consumers (Zander et al., 2013).
Similarly, in Vietnam, studies on the influence of price on the purchase intention of organic food products are not consistent. Nguyen Thi Tuyet Mai et al. (2018) argue that consumers in the big cities of southern Vietnam are willing to pay a higher price for organic food products. It stems from their preference for food products produced using sustainable production methods (Nguyen Thi Tuyet Mai et al., 2018). The price depends on the product category, but urban consumers are generally willing to pay a higher price for organic food products (Ngo Minh Hai et al., 2013). Meanwhile, Nguyen Vu Hung et al. (2016) asserted that price negatively affects the purchase intention of green consumers (Nguyen Vu Hung et al., 2016). As consumers in India, price is recognized as one of the barriers to purchasing organic food products (Nandi et al., 2016). From the above review of studies and arguments, it can be seen that price perception is an essential factor influencing intention to buy organic food products.
2.1.5.5 The trust in certification of organic food products
Trust is one of the strongest and positive factors affecting the consumption behavior of organic food products (Sobhanifard, 2018). It can be said that consumer confidence is a prerequisite for building a market for products, especially organic food products (Nuttavuthisit and Thөgersen, 2017). Consumers often have expectations about the results of organic food product consumption through their level of Trust in certifications, thereby
influencing their Attitude towards buying behavior (Nuttavuthisit and Thөgersen 2017). In other words, when consumers have more Trust in certifications, the intention and behavior to purchase organic food products will increase, making the market for organic food grow (Garcia – Yi, 2015).
However, not all consumers believe in certification. For example, consumers in Thailand seem to have higher confidence in foreign credentials than in their own country.
Because they do not feel in government control, they think that the certificated products are not organic (Nuttavuthisit and Thөgersen, 2017). In contrast, Consumers in India show the Trust in certification of organic food products through belief in sellers, which positively influences their willingness to buy organic food products (Nandi et al., 2016). From the overview of the studies, and the combination with the current situation of organic food product certification, such as the confusion about the origin on the label or fake certificates (Tran Thanh, 2018; Duong Nhung 2018), it is essential to consider the influence of this factor on purchase intention of organic food products.
2.1.5.6 Health concern
Many studies worldwide have confirmed that health care is one of the most important factors affecting the intention and behavior of buying organic food products. According to these studies, consumers often perceive that organic food products are healthier than regular food, which can help them prevent cancer (Nuttavuthisit and Thứgersen, 2017). Therefore, health concern is one of the driving forces behind consumers buying organic food products (Magnusson et al., 2001; Hsu et al., 2016).
Nguyen Thi Tuyet Mai et al. (2018) argue that consumers are very health conscious, so they agree with the nutritional messages of organic food products. This is also explained by the fact that consumers have previously had negative health experiences with regular food products (Sobhanifard, 2018). They think that dirty food products surround them in daily life (Nuttavuthisit and Thứgersen, 2017). Meanwhile, consumers believe that organic food product does not use pesticides, chemical fertilizer, and contaminants (Hsu et al., 2016). Thus, consumers want to find an alternative solution by buying organic food products if possible.
Attention to the health aspect of organic food products positively influences the intention of buying organic food products (Nuttavuthisit and Thứgersen, 2017). It is true of consumers in emerging economies, including Vietnam (Khurshid et al., 2018).
From the review of studies, it can be seen that health concern is always an important factor influencing purchase intention of organic food products. However, the research results still exist many differences.
2.1.5.7 Environmental concern
The naturalness of the production process, such as the non-use of harmful chemicals, is one of the factors that strongly and positively affect consumers' buying behavior of organic food products (Sobhanifard, 2018). Environment concern often plays an essential role in consumers' decisions.
Consumers’ attitude has changed over the years mainly due to ethical environmental concerns (Mceachern and Mc Clean, 2002). Environment concern will shape and predict personal behavior (Berkowitz, 1997; Laroche et al., 2001). Several studies have found that concern for the environment has developed a sense of moral obligation and created a positive consumer attitude towards the environment (Krebs et al., Miller, 1985; Schwartz (1977).
These findings have spurred the growth of "environmentally friendly products," or "green products" in the US and Germany (Ottman and Terry, 1998). McKinsey (2007) showed that consumers from Canada, the United States, China, India, etc., worried about the damaging effects of pesticides and chemicals on farms. Seyfang (2006) also found that environmental protection is a common driver of ethical consumerism. Practicing ethical consumerism motivates consumers to purchase green products to perform their ethical responsibility (Cho and Krasser, 2011). For many enterprises, green elements and innovations can upgrade consumers' attitudes towards them (Seyfang, 2006).
2.1.5.8 Demographic factors
In most studies on consumer behavior, researchers believe that demographic factors affect their behavior in purchasing organic food products. Demographic factors include:
Age: Young consumers (from 18 to 25 years old) often have a more positive attitude towards organic food (Nguyen Thi Tuyet Mai., 2018), and they are more likely to buy organic food as an alternative to conventional food in the near future (Magnusson, 2001).
Sex: Women often have a higher intention to buy organic food as an alternative to conventional food than men, so they are also more active in consuming organic food products than men (Doorn, 2015; Magnusson, 2001).
Education level: Education level and the knowledge form personal beliefs and values of consumers, thereby motivating them to buy green products, including organic food products, especially those who care about the environment. As an environmentally friendly product, organic food products often expect product-savvy customers, requiring these customers to have a certain level of education (Dietz, 1998; Ngobo, 2011; Doorn, 2015). For example, Magnusson et al. (2001) confirm that customers having education level from bachelor have more positive attitudes towards organic food products than the others (Magnusson, 2001).
Household Income: Household income is considered to be the most influential factor in buying organic food because of the high price of these products. Unlike other products for individual consumption, food products are consumed for the whole family, so an individual with a low personal income can still buy organic food products which have high price due to the support of the rest of their family. Therefore, many researchers have included household income in their research. These studies showed that there is a statistically significant difference between the ability to buy organic food products and household income in developed countries like the US (Dimitri, 2012) or developing countries like India (Nandi, 2016), Vietnam (Nguyen Thi Tuyet Mai., 2018; Ngo Minh Hai, 2013). One of the reasons for this may be that households with middle-income or more pay more attention to their living, so they tend to look for higher quality products. Otherwise, they also take care of farmers' living, so they are willing to pay more for the product (Gacia - Yi, 2015).