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Factors affecting Organic Food Purchasing Decisions of Kindergartens in Ho Chi Minh City

Factors affecting Organic Food Purchasing Decisions of Kindergartens in Ho Chi Minh City

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2020, v.18 no.7, pp.73-81
https://doi.org/https://doi.org/10.15722/jds.18.7.202007.73
TRUONG, Thi Hong (Marketing Department, University of Finance - Marketing)
NGUYEN, Xuan Truong (Marketing Department, University of Finance - Marketing)
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Abstract

Purpose: This research examines the factors that influence organic food purchasing decisions of kindergartens in Ho Chi Minh City, Vietnam. Research Design, Data, and Methodology: A mixed-method research was utilized in this study. It included a focus group of 10 participants and a survey of 304 respondents, (quantitative research) who are employed in the selected kindergartens, using both online and paper surveys based on nonprobability and convenient sampling. The SPSS and SmartPLS 3 software were used to analyze data. Results: a) Eight factors affect the purchase decision of kindergartens; b) Environment Attention, Normative Beliefs, Trust belief on brand, Cost of meal set, and Reference group positively affect Intention behavior; c) Feeling safe positively affect Perceived Quality Product. Perceived quality of product and Intention behavior positively affect organic food Purchase Decision of kindergartens. Conclusion: Eight factors affect organic food purchasing decisions of kindergartens in Ho Chi Minh City. This study offers recommendation and solutions for a stable output of organic products in Vietnam, and ways to popularize them within the community.

keywords
Kindergartens, Organic food, Intention behavior, Purchase decision, Ho Chi Minh City

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