Factors affecting consumers’ green food purchase intentions in Ho Chi Minh City
Published: August 14, 2026
Abstract
This study identifies and measures factors affecting consumers’ intentions to purchase green food in Ho Chi Minh City. Data from 348 valid respondents were analyzed using Cronbach’s Alpha, exploratory factor analysis, and multiple linear regression. All five proposed hypotheses are statistically supported, with an adjusted R² of 0.578. Food safety concern has the strongest positive effect on purchase intention, followed by willingness to pay a premium, perceived behavioral control, environmental concern, and subjective norm. The findings indicate that personal health motives and financial considerations play particularly important roles in sustainable food consumption in a megacity context. The study provides managerial implications for green-food suppliers and policy recommendations for improving product accessibility, strengthening consumer confidence, communicating food-safety benefits, and promoting a supportive green consumption ecosystem.
Keywords
green foodpurchase intentionTheory of Planned Behaviormultiple linear regressionHo Chi Minh City
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