Impacts of the consumer’s awareness and attitude on the decision to buy organic food

This study investigates the factors that directly and indirectly affect the intention of consumers in Ho Chi Minh City to buy organic food over the period from July 2022 to March 2023. The study finds out that there are four factors that directly and indirectly affect the Attitude and Perception of consumers when they intend to buy organic food, namely: Green marketing, Organic-label trust, e-WOM, Modern-self & Traditional-self, and Perceived behavior control. Based on these results, the study concludes and proposes the factors affecting the consumer purchase intention towards organic food. This study is expected to contribute to research materials about healthy product consumption behavior, helping businesses predict the consumer's purchase intention towards organic food.