In order to test the proposed model and hypotheses, a survey was conducted on a sample including 370 young consumers in Hanoi, the capital city of Vietnam. The findings of structural equation modeling indicate that attitude, subjective norm, and perceived behavioral control toward organic food purchase are positively related to purchase intention. In addition, health consciousness, trust in labeling and certification, and modern self are found to be significant predictors of attitude toward buying organic food. The research findings were discussed and future research directions were provided. |
