Critical Factors Affecting Consumer Buying Behaviour of Organic Vegetables in Vietnam

In Vietnam, the desire to consume organic vegetables is increasing as people become increasingly concerned about foods that contain several chemicals and toxins that are hazardous to their health. However, numerous subjective and objective factors continue to influence customers' purchase intention and behavior, indicating that this market has not yet reached its full potential. The study analyzes the impacts of trust, price, and convenience on consumers' consumption behavior and frequency of using organic vegetables in Northern Vietnam. We surveyed 312 consumers in the region. After classifying the data, 178 participants have used or regularly used organic vegetables selected for further study. Next, the author applied SmartPLS software with version 3.3 to test the hypotheses and analyze the effects of the observations. The result shows that three main factors affect customers' organic vegetable consumption behavior, especially perceived convenience. This study contributes to the development of comprehensive policy mechanisms and regulations on product traceability. Furthermore, market management authorities must have a strategy in place to inspect the product quality of organic vegetable store chains regularly to build customer trust and support the growth of organic vegetable production and supply chains in Vietnam's northern region.