Analysis of Factors Affecting Consumers' Intention to Buy Organic Food

The consumption of organic food is on the rise due to increasing health consciousness among Vietnam regarding food intake, as well as to the growth of the organic agricultural sector in this country. This study examines the influence of Health consciousness, Perceived behavioral control, environmental concerns, attitudes, subjective norm, price perceptions, reference groups, ethical perspectives to on purchasing intentions of Organic food in Vietnam. To this end, hypotheses have been developed and subjected to empirical verification using a survey with 200 people in Ho Chi Minh City, where all people come from all over Vietnam. Early results show respondents are highly aware of organic food, they find organic food to be good for their health as well as have the intention to purchase Organic food products for their families.