Factors affecting the attitude and organic food purchase intention of consumers in Nha Trang city
Published: July 22, 2026
Abstract
This study explores the factors affecting the attitude and the organic food purchase intention of consumers in Nha Trang city. By using the Cronbach's alpha, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling analysis methods, the study identifies four factors affecting the attitude of consumers towards organic food. These factors are: the knowledge about organic food, the subjective norm, the health consciousness, and the environmental concerns. In addition, the study’s results confirm that the subjective norm, the health consciousness, the knowledge about organic food, the food safety concern, and the attitude towards organic food all affect the organic food purchase intention of consumers.
Keywords
purchase intentionorganic foodattitudehealth consciousnessknowledge about organic foodconsumerNha Trang city
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