Số phát hành: Số 22 - Tháng 10- 2024Quản trị - Quản lý
Factors affecting the decision to purchase OCOP items of young consumers in the Mekong Delta region
Xuất bản: tháng 7 29, 2026
Tóm tắt
This study aims to identify the factors influencing young consumers' decisions to purchase One Commune, One Product (OCOP) items in the Mekong Delta region. Data were collected from 230 young consumers who use OCOP items, and the analysis was conducted using a multivariate regression method. The results indicate that marketing campaigns exert the most significant influence on purchase decisions, followed by consumer attitude, social influence, product reliability, and moral norms. These findings provide valuable insights for enhancing the effectiveness of marketing strategies and improving the appeal of OCOP items to young consumers.
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